Harishchandrachi grossed Rs 3.5 cr in just 10 days
Rs 4 crore, Harishchandrachi Factory is the most expensive Marathi film ever made. Keeping this in mind, director Paresh Mokashi knew that it would take a while for his movie to recover its investment.regional movies Updated: Feb 10, 2010 17:26 IST
"It’s not a Shah Rukh Khan film releasing with 300 prints that it could be expected to break even in three days. We’re almost through the second week and still not in the profit bracket. But I’m not worried. The way the film has fared, both critically and commercially, has come as a pleasant shock to me," exults Mokashi.
Siddharth Roy Kapur, CEO, UTV Motion Pictures, that is distributing the film, says that the film has fared better in the second week following positive word-of-mouth publicity.
"In the first 10 days we have grossed Rs 3.5 crore in Mumbai and Pune alone. We are looking to expand our reach across the state from the coming Friday," informs Roy Kapur. "Seeing the response from non-Marathi audience to the subtitled version, we feel the film has the potential to work in cities outside the state."
The film has been packing in the crowds at single screen theatres like Plaza, Dadar. And owner Kiran Shantaram attributes this to the fact that novel ideas brought in by the new breed of filmmakers like Mokashi have found a connect with the audience. "In the last couple of years, films like Shwaas, Valu, Jogwa, Mee Shivaji Raje Bhosle Boltoy, Shikshanachya Aicha Gho and Harishchandrachi Factory have fared as well as Hindi movies," asserts Shantaram, pointing to Harishchandrachi Factory, which still registers 80 per cent occupancy.
Interestingly, the film is also faring very well in multiplexes in Andheri and Malad despite the area being predominantly a Bollywood hub. "Occupancy rates are between 75 per cent to 90 per cent which is huge," enthuses Shunali Shroff of Fame Cinemas. "There’s a strong market for good Marathi films and following the Oscar buzz, we have allotted more shows to Harishchandrachi Factory."
Shroff attributes the increase in the business of Marathi films to a non-Marathi speaking audience that has shown interest in sub-titled versions. "Marathi cinema has come out of the quintessential Marathi belt and found a more cosmopolitan audience," she reasons.
Shantaram agrees: “Our audience likes good content, never mind even if it is in an alien language. Even Maharashtrians are willing to travel to the suburbs to see their films in multiplexes.”
Harishchandrachi Factory may not have got the nod from the Oscar jury but it has certainly got the thumbs-up back home.