It’s well known that Dilwale Dulhania Le Jayenge has been running at Mumbai’s Maratha Mandir continuously even 17 years after its release. Now, Vidya Balan’s The Dirty Picture (2011) has also entered the special list of long-running Hindi movies.
Six months after it hit theatres, Ekta Kapoor’s film continues to attract cinegoers at Relief Cinema in Ahmedabad, Gujarat.
“The Dirty Picture has now crossed the 25-week mark at Relief. It’s being shown in the morning slot (10 am). But I have been told that collections continue to be impressive,” says distributor Anil Thadani, adding, “It’s a great feat for The Dirty Picture. Any film would find it difficult to last for such a long period.”
Producers at Balaji Motion Pictures admit they are “extremely elated”. “The film has shattered pre-conceived myths to create and set new rules. Now, when the film is shown on TV, it would be our biggest celebration,” says Tanuj Garg, CEO of Balaji.
According to Thadani, The Dirty Picture’s 25-week run is special since it comes in the era of multiplexes. He adds, “Today, exhibitors have a lot of choices. But at the end of the day, they are only concerned about their rentals.
So if they are running a film for so long, it shows that the film is doing good business for them,” he says. “The Dirty Picture has really changed the dynamics for female-centric films in Bollywood.”