Big wins, small runs: The paradox of niche regional films

Boong, a Manipuri film that became the first Indian movie to win in the Best Children’s and Family Film category at the BAFTA (British Academy Film Awards) recently, was re-released in cinemas earlier this month after its win but it found few takers. It made only around ₹1 crore, mirroring the struggle of films like All We Imagine as Light (filmed in Malayalam, Marathi and Hindi) earlier, that was nominated for the Palme d'Or and won the Grand Prix at the Cannes Film Festival.For context, Boong was made at a cost of ₹8 crore.

Distribution and marketing expenses would mean an additional ₹3-5 crore.Industry experts say these films usually rely on strong word-of-mouth, festival recognition, and the credibility of the makers to attract niche urban audiences. Despite this, these releases are typically more targeted rather than wide commercial launches, and even if mainstream names come on board, as in the case of Boong—which was backed by Farhan Akhtar and Ritesh Sidhwani’s Excel Entertainment—there is far too much competition to battle in terms of screens and shows.A film such as Boong would typically get 200-400 screens versus a minimum of 2,000 for a decent-sized Bollywood film.“These films generally start with limited shows in metro cities or culturally active markets, where audiences actively follow festival cinema.

If the initial response is encouraging, the run can gradually expand to more screens or additional show timings. Footfalls tend to build through strong word-of-mouth, rather than a large opening day,” said Bhuvanesh Mendiratta, managing director of multiplex chain Miraj Entertainment Ltd.That said, having a well-known producer or distributor attached makes a significant difference.