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Multiplex chain PVR Cinemas is betting that good cinema from independent directors also makes for good box office collections.
The film exhibitor, which pitched for a different class of audience with its Director's Cut range of premium cinemas, is now offering alternative programming aimed at the film enthusiast.
After the critically acclaimed Good Night Good Morning, PVR Director's Rare has brought another movie offering, Chaurahen (Crossroads) under its banner. Writer-Director Ms Rajshree Ojha's Chaurahen will release at PVR theatres on March 16 in Ahmedabad, Bengaluru, Chennai, Delhi, Gurgaon, Kolkata and Mumbai. This movie is India's official selection at 11 international film festivals.
PVR Director's Rare is the recently launched alternative programming initiative of PVR Cinemas to support the theatrical release of critically acclaimed, small independent films. The multiplex chain helps promote independent films through trailers in its halls, as well as digital media, viral marketing on social media network, and below the line activities. The films are exclusively shown at PVR theatres.
Ms Rajshree Ojha, the maker of Chaurahen, says that in the star-driven Indian film industry, content is still not the king. “In this respect PVR Director's Rare is an amazing platform for independent directors like me,” she says.
Film producer Pritish Nandy says, “We self-consciously have chosen to believe that such cinema does not work, and does not have a market. Commercial blockbuster cinema has taken over the screens which has made the space for content driven cinema to shrink.” He feels PVR, which has the muscle to help struggling independent film-makers, should do it on a bigger scale.
Director's Rare follows close on the heels of Rare Film Club, a PVR vertical that screens all time classics every Thursday at select PVR Cinemas. These too are highly content driven films meant to satiate the appetite of film aficionados.
Mr Sanjeev Bijli, Joint Managing Director, PVR Ltd, says “Most content driven films are comparatively inexpensive in comparison to the star-driven masala entertainers. But very few of these films find distributors because most distributors in India are still driven by star, budget and money. Remaining corporate distributors barely choose 5-6 such films in a year. So there is a huge gap. We want to bridge this gap.”
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