100 days, and grins get broader

MANGALORE: It is rare for films to live up to the pre-release hype and expectations of people who throng the theatres based on this hype. But belying all expectations and setting its eyes firmly on 100 days of theatre screenings, a landmark for film in any language is Oriyaradori Asal, a Tulu film made under Roopalakshmi Films that celebrated its 50th day in four theatres in Mangalore, Puttur, Moodbidri on Friday, a rare achievement for any Tulu film.
Tulu film industry per se boasts of 43 films made in this regional language over the last four decades and more and only two films among them so far have crossed the coveted 100-days mark. Given the demand for this film from Tulu speaking populace in Bangalore based on local response here, producers have made arrangements to release this film at Gopalan Cinemas on Mysore Road and Renukamba Studios at Malleshwaram there on July 22.
Incidentally, there have been more than 1,000 shows of the stage version of Oriyaradori Asal and it is success of the stage shows that is bringing people to the theatres, says Vijaykumar Kodialbail, director, who has plans to screen it at Gopalan Cinemas in Bannerghatta and Banashankari as well. People who have watched the stage shows are curious to know how the film has shaped up and this is certainly bringing in the crowds, he told TOI.
The past release of Tulu films have suffered severely on account of pre and post release publicity and this is one issue which the producers took due care of. Teaser advertisements promoting the film started appearing in dailies almost a month before the launch. With 1,000 shows now under his belt, Vijaykumar said the next aim is to take this film to any town that has a minimum of 300 Tulu speaking population and get them to see the film once.
All along, Tulu film producers have rued over the fact that there were no takers for Tulu film and were made solely for regional film awards. "This film has shaken viewers of their lethargy and if it gets an award in the process, I do not mind," Vijaykumar says. Combination of old names from Tulu stage industry, expertise from Kannada film industry has worked to our advantage. Mumbai release of the film is slated for October and Gulf release in September.
jaideep.shenoy@timesgroup.com