MUMBAI: Kiran Rao has clearly stated that ‘Ship Of Theseus’ isn’t a mainstream Bollywood film and will not have a mega release. Anand Gandhi, Kiran Rao and UTV have come up with an innovative strategy to release the film across the country.
‘Ship Of Theseus’ directed by Anand Gandhi has made it to rounds of several film festivals in Tokyo, London and has won several accolades and awards.
The film is set to release in India on 19 July and is being distributed by Kiran Rao and UTV. It is going to be released in 30 screens across five cities. This means that only audiences from Tier-1 and Tier-2 cities will get to watch this hugely acclaimed film.
Kiran Rao had already made it clear that the film is completely non-mainstream, non-commercial. Once the film releases and is appreciated by audiences, will ‘Ship Of Theseus’ release across other theatres.
We spoke to Anand Gandhi, director ‘Ship Of Theseus’, and he says, “The response over the last two-three weeks has been amazing. It’s been quite warm. Audiences are abuzz on Twitter and Facebook and really enthusiastic about the trailer, poster and the film. People around the world have loved the film and we expect the same in India as well.”
With so much buzz in social media and people eagerly awaiting the film’s release, the makers have come up with an innovative release campaign – ‘Vote For Your City’. This simply means that audiences who want ‘Ship Of Theseus’ to release in their city will have to vote and add the city to the list of 5 cities (Mumbai, NCR, Kolkata, Bengaluru and Pune). The cities with a 100% voting will have a guaranteed release.
Speaking about the innovative campaign Anand Gandhi said, “The strategy is to reach out to a larger community. The idea is that audiences drive the distribution. It was after a meeting with Aamir Khan, Kiran Rao and UTV that we came up with this strategy driven by Aamir Khan and we instantly liked it. It will help this medium a lot. This market needs to be tapped.
We hope that ‘Ship Of Theseus’ with the innovative campaign is able to find the right audience it’s looking for.