The re-release of Tumbbad has re-written history. When the Sohum Shah-starrer was released in 2018, it had collected just Rs. 13.57 crores. But in its re-release, it earned double its collections in its original run and might also exceed Rs. 35 crores or even Rs. 40 crores mark. Aanand L Rai exclusively spoke to Bollywood Hungama about the re-release and a lot more.
EXCLUSIVE: Aanand L Rai’s Masterstroke: No OTT, only theatres; Tumbbad re-release’s SECRET box office success strategy explained; Sohum Shah-starrer to also release in South languages in cinemas
Tumbbad is now a huge hit. How does it feel?
It feels great. In terms of word of mouth, its success rate was 100% because whoever saw the film loved it. The same is happening now. The only difference is that the number of people watching it in theatres has increased.
I observed that many people felt guilty that they missed the film in 2018 and this also boosted the collections in its re-release…
You are so right. Many people, who saw Tumbbad on an OTT platform, told me, ‘Sorry, we missed it on the big screen’. Hence, they did feel guilty and now they are going to cinemas in hordes.
Tumbbad is no longer available on Amazon Prime Video. Was it purposely done so that audiences could watch it only in cinemas?
The timing was such. And in the last few months, there was a deliberate attempt not to put it back. But it worked actually. I realized that being available all the time is not good. Yeh cheez rishton mein bhi hoti hai. If you are there all the time, you are taken for granted! This happened with this film too. Not being there on OTT is making people go to theatres. This is something we should understand and learn.
Earlier, when there were only satellite channels, people used to wait for their favourite films to air on television. OTT has given liberty or control to one to watch any content at any time. But films should have access in such a way that it should be a little demanding.
Do you mean to say the idea to re-release was planned a few months before?
Yes.
Another masterstroke was to add the clip of Tumbbad 2’s announcement…
That was Sohum’s call. I would have asked him to wait. But I guess its fine. It has turned out to be a great move.
All films, which have been re-released, have been priced at only Rs. 149. Do you think that also worked for Tumbbad’s re-release?
I personally feel that when people want to watch something in cinemas, the price is secondary. At the same time, if you ask me whether we need to correct the ticket prices, my answer would be – Yes, we need to. There is a certain section of the audience, which is deprived of watching films. We might get a bigger audience if we correct our ticket prices.
What are your views on the Buy One Get One Ticket Free offer?
I guess we are finding different ways to increase our audience base. We want people to come to cinemas. On September 20, we sold tickets for Rs. 99 (as part of the National Cinema Day). But we really don’t have to resort to these measures. If you correct the ticket prices, everything will be fine.
It is now said that Tumbbad 2 will do much better when it’s released in cinemas…
The success of Tumbbad’s re-release definitely gives us more confidence. But I was aware that whenever Tumbbad 2 would be released, it would definitely have an opening. I knew this even before the first part got re-released. That’s because there was a sound of love for Tumbbad, which could not be ignored (smiles).
What’s the update on the sequel?
The work is in progress. After the re-release, the exercise will be tougher as now, there are more expectations. Hence, we need to be careful. We’ll not rush it.
Can we expect Tumbbad to be released in South languages as well?
Yes, for sure and these dubbed versions will be released in cinemas. We need to penetrate into Southern language speaking markets and at times, we don’t even try after a point. That effort is required for a film like Tumbbad. We want the first part to be available in multiple languages so that when we make Tumbbad 2, we know how far and wide it’ll spread in the country.
Would you like to re-release your successful directorial ventures like Tanu Weds Manu (2011), Tanu Weds Manu Returns (2015) and Raanjhanaa?
As a filmmaker, it’s a very tempting thing. But it’s not a formula. Tumbbad is an exception as it really deserved to be back in cinemas. It never got its due while Tanu Weds Manu and Raanjhanaa got their due. At the same time, I am aware of the nostalgic value of these films. So, you never know. One day, you might see Raanjhanaa coming back in cinemas (smiles).
Also Read: Tumbbad director Rahi Anil Barve CONFIRMS he won’t return for sequel, teases “insane trilogy”: “I wish Sohum Shah and Adesh Prasad all the best”
More Pages: Tumbbad Box Office Collection , Tumbbad Movie Review
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