Director Vamshi: For Newcomers, Every Theatrical Release Is a Leap of Faith

Director Vamshi: For Newcomers, Every Theatrical Release Is a Leap of Faith

18 days ago | 5 Views

Had the team behind the Kannada film Firefly adhered to their original schedule, the movie would have premiered during Deepavali 2024. However, producer Niveditha Shivarajkumar and director Vamshi decided to postpone Firefly indefinitely due to uncertainties surrounding the release dates of other films, including her father's Bhairathi Ranagal, which was rescheduled from August 15 to November 15, as well as Martin, UI, and Max.

In light of these major releases, Niveditha preferred not to compete for audience attention. Although she initially aimed for a December release for Firefly, her father's health issues and his subsequent trip to the United States for surgery, which she accompanied him on, necessitated a delay until 2025. After Shivarajkumar returned in late January and spent an additional month and a half recovering from bladder reconstructive surgery, the film's release date was ultimately set for April 24, a significant date for the family as it coincides with the birthday of the late matinee idol Dr. Rajkumar.

Vamshi explains the April 24 release of Firefly

Nevertheless, if the box office report for Kannada films from January to the end of March is any indication, Sandalwood is experiencing yet another downturn, as audiences are infrequently attending movies. With over 70 films released, one might argue that the lack of attendance is understandable. However, what prompted the Firefly team to release their film during such a challenging period, especially considering it coincides with the IPL season?

Vamshi believes that for a newcomer like himself, releasing a film at any time of the year poses a significant risk. In a discussion with Kannada Filmy Club, the aspiring filmmaker noted that January and February are typically dominated by major releases from other languages, such as the Sankranti/Pongal films from Tamil and Telugu cinema, followed by Valentine's Day releases from around the world. The period from February to March is marked by exam season, which is then succeeded by two and a half months of the IPL. The months of June and July are characterized by monsoon rains, making them less favorable for releases.

By August, Vamshi points out that the focus shifts to patriotic films in honor of Independence Day, followed by a series of high-profile releases in September, October, November, and December, coinciding with festivals like Ganesha Chaturthi, Dasara, Deepavali, and Christmas. He observes that amidst this crowded schedule, there are very few opportunities for smaller films to find their place.

Independent films must embrace risks, strategize, and make their way to theaters. The summer holiday period is particularly advantageous for this purpose. Viewers are likely to tune in for the evening matches of the IPL, although they do not watch every game. Instead, they tend to support specific teams and only follow their matches. During the daytime, families may still opt to go to the movies, as children are on break,” explains Vamshi.

Initially, the plan was to release on April 10-11, but with three Kannada films already competing for that date, they decided against it and rescheduled for the last weekend. Niveditha expressed a preference for a Thursday release, which fortuitously coincided with Annavru's birthday.

Read Also: Kannada Industry in a Lull? Firefly’s Producer Believes the Comeback Is Possible—with Effort

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