MUMBAI: UTV is upbeat on its latest film Khosla Ka Ghosla. While the movie has been made on a moderate budget, the producers have released the film in the UK and the US markets with a total of 20 prints.
UTV business and marketing head for the UK and Ireland Tanuj Garg says, ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œUTV has theatrically released the small comedy film Khosla Ka Ghosla as an experiment in the UK and the US markets. The movie has been released simultaneously in India as well as these markets.ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â
While the UK will have eights prints of Khosla Ka Ghosla, the US will have 12 prints.
The reason behind this is that UTV is keen to explore new markets for smaller films. ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œUsually even films bigger than Khosla Ka Ghosla are never released theatrically overseas, but UTV is keen to test waters and grow the market and does not mind taking the risk,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â Garg informs.
ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œI think it is very heartening because at least there’s some distributor who’s willing to grow and develop the market and make the overseas audience receptive to new forms and formats of cinema,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â he adds.
While some might say it is a risky decision, UTV is of the belief that if big boys don’t take a risk and assume the onus of changing the market then who will?
In the past too, some of UTVÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s unconventional films like Viruddh and Taxi No 9211 have managed to hit the bullÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s eye in the overseas market. ÃƒÂ¢Ã¢â€šÂ¬Ã…â€œWhile Viruddh did a business of approximately Ãƒâ€šÃ‚Â£260,000 in the UK, films like Taxi No 9211 and Bluffmaster did approximately Ãƒâ€šÃ‚Â£210,000 and Ãƒâ€šÃ‚Â£300,000 respectively. Even a film like Chup Chup Ke did Ãƒâ€šÃ‚Â£340,000 in the UK and is Shahid ÃƒÂ¢Ã¢â€šÂ¬Ã¢â‚¬Å“ KareenaÃƒÂ¢Ã¢â€šÂ¬Ã¢â€žÂ¢s biggest hit in the overseas market to date,ÃƒÂ¢Ã¢â€šÂ¬Ã‚Â says Garg.
However, what remains to be seen is how Khosla Ka Ghosla fares in the overseas market.