release of 'Vivaah'

New Delhi, Nov 10: Going in for a limited release of a film in today's times when it is usual for almost all big banners to flood cinema halls with prints of their films may not seem like a sound distribution strategy.

However, Rajshri Productions, the makers of such blockbusters as 'Maine Pyar Kiya' and 'Hum Aapke Hain Kaun' have gone for a limited release in case of their latest cinematic production 'Vivaah', starring Bollywood teenage heartthrob Shahid Kapur and the pretty Amrita Rao in the lead roles.

Going against the current trend of flooding the theatres with one's films to reap maximum returns within a short period of time - while Kunal Kohli's 'Fanaa' was released with over 750 prints, Rakesh Roshan's 'Krrish', Karan johar's 'Kabhi Alvida na Kehna' and Sajid Nadiadwala's 'Jaan-e-Mann' were released with over 1000 prints' - the Rajshris have released 'Vivaah' with just 200 prints across the countries while just 100 prints of the film are being released worldwide.

The strategy is reminiscent of Rajshri's earlier blockbuster 'Hum Aapke Hain Kaun', which was released with just two prints in its opening week.

Explaining the strategy of going in for a limited release of 'Vivaah', Rajjat Barjatya, son of the filmmaker Sooraj Barjatya and the managing director of Rajshri Media, the digital media and entertainment arm of the Rajshri group said,''like 'Hum Aapke hain Kaun', 'Vivaah' too is a film seeped into Indian culture and traditions. It is a film that charts the journey of a boy and girl from their engagement till marriage, a courtship period that is unique to India.

It's an interesting phase in life of every Indian boy and girl.

We felt that a film like 'Vivaah' had a potential to spread by word and mouth. Hence the limited release.'' He said the film, which dealt with how a simple engagement ceremony creates an indelible bond between a boy and a girl in that everything that you like, dislike, do, speak - everything centres around that person and vice versa, was a perfect embodiment of Indian culture in today's times.

''I am sure that over a period of time, it will touch a chord with the cinegoers the way 'Hum Aapke Hain kaun did',''Rajjat said.

He said the number of prints of the film would be increased once it picked up in popularity.

Touted as a heart-warming tale of unconditional love, 'Vivaah' deals with the courtship period of Poonam (Amrita Rao), a middle class girl who lives in the small town of Madhupur with her uncle (Aloknath) and aunt (Seema Biswas)., and Prem, son of a Delhi-based businessman (Anupam Kher).

Poonam's parents passed away when she was very young and since then her uncle has been looking after her. However, her aunt has never liked her. Poonam grows up into a graceful and beautiful young woman and touches the heart of matchmaker Bhagatji (Manoj Joshi) with her simplicity and warmth.

Bhagatji is so impressed with Poonam that he takes her marriage proposal for Prem (Shahid Kapur), son of a Delhi-based businessman Harishchandra (Anupam Kher). Prem, a soft-spoken boy rooted to the ground, is hesitant about getting married so early. However, respecting his father's wishes, he agrees to meet Poonam.

What follows is a meeting arranged by the two families and this formal meeting turns into an engagement. Prem and Poonam get engaged and it is decided that they will tie the knot after six months.

The six months become the most beautiful and romantic period of their lives. Coming from different sensibilities, both want their relationship to be very "right" for each other.

It is notable that a limited release strategy helped 'Hum Aapke Hain Kaun' turn out to be one of the biggest Bollywood blockbusters of all times. With 'Vivaah', the filmmakers are hoping to achieve a similar result.

It is notable that a limited release strategy helped 'Hum Aapke Hain Kaun' turn out to be one of the biggest Bollywood blockbusters of all times. With 'Vivaah', the filmmakers are hoping to achieve a similar result.

Digital revolution sweeps Bollywood! New Delhi, Nov 10 (UNI) Bollywood is on the threshold of a digital revolution.

After a big digital release for films like Rakesh Roshan's 'Krrish', Farhan Akhtar's 'Don' and Sajid Nadiadwala's 'Jaan-e-Mann', latest Bollywood blockbusters and songs from latest Hindi films will now be available on the internet thanks to an initiative by big banners like Rajshris and Yashraj films.

Close on the heels of the Rajshri Group making available online its latest film 'Vivaah', starring Shahid Kapur and Amrita Rao as well as Bollywood films running across a whole range of genres besides non-film music videos, concerts, short films and documentaries, the Yashraj films have also unveiled a new initiative wherein consumers can download digitally, from their website 'yashrajfilms.com' songs from the latest YRF production, "Dhoom:2" as well as a whole host of audio content from the YRF archives ranging back to "Dil To Pagal Hai".

The revamped website of Yash Raj Films, launched by Microsoft's Worldwide CEO Steve Ballmer, also enables consumers to place orders for their favourite Yash Raj Films audio and video titles online and have it delivered home, a spokesperson of the Yashraj films said.

The new Website is also India's first DRM (Digital Rights Management) enabled online Webshop, through which users can buy and download audio tracks in a digital format, using Microsoft's Windows DRM technology which allows safe download of digital content over the web.

UNI *