Beyond blockbusters: Leveraging international festivals for theatrical success

livemint.com:

NEW DELHI : New Delhi: Amid shifting dynamics in the film industry post-covid, content-driven movies, lacking big budgets or star power, are strategically leveraging international film festivals to bolster their marketing initiatives for theatrical releases in India. In recent weeks, Zee Studios’ Joram, Karan Johar’s Kill, and Aamir Khan-backed Laapata Ladies, among others, have announced theatrical releases after touring the international film festival circuit.

This move is significant considering that non-star driven films face challenges in attracting audiences to cinemas, as big-budget spectacles take the spotlight. “Releasing films theatrically post festive runs offers several advantages to both filmmakers and theatres.

First, it allows these films to build a buzz and gain recognition through festival screenings, generating anticipation among people who may be eager to experience them on the big screen. Second, it caters to audiences looking for unique and diverse content beyond mainstream releases, thereby expanding the variety of offerings available in theatres," Devang Sampat, chief executive, Cinepolis India, said.

Moreover, it provides an opportunity for theatres to attract niche audiences by showcasing exclusive and critically-acclaimed films with the trend aligning with the growing demand for independent cinema, Sampat added. Industry experts said the marketing strategies for niche films often revolve around harnessing social and digital media, capitalising on festival premieres and initiating discussions around them.

Moreover, the added allure often stems from critics' reviews and word-of-mouth endorsements. Considering the niche and non-star nature of such films, traditional marketing initiatives like