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: studios release films market-wise and prefer to wait and watch the audience response,” he adds.
Similarly, even in the Indian scenario, the number of prints circulated for a regional film may vary as per the region. The ratio of prints circulated for a Hindi film differs largely from that of a regional film. While nationwide there may be 1,400 to 1,500 prints circulated across the country for a Hindi film, a Bangla film may circulate a paltry of 60 to 80 prints only in West Bengal. Saurabh Varma, Chief Marketing Officer, Big Pictures avers, “Every film has its own marketing strategy. The distribution decision of a film depends on the merit of the film.”
With production houses namely UTV, Adlabs and Studio 18 entering the film industry, the system of production for regional films is getting streamlined resulting in a more organised format of revenue generation. “Ultimately, it is the quality of content that rules. Regional film should have the right thought and strategy to present it to the local audience before venturing to the national market,” mentions Varma....
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