Vivek Vaswani ties up with Rajesh Thadani and Cinepolis for a unique release of his film Rough Book

By Manishaa R

The recent past witnessed a stream of socially relevant films like Nil Battey Sannata, Traffic and Buddha In A Traffic Jam, some of which were highly appreciated but failed to draw their share of audiences. The general perception was that these films would have got an altogether different response if their ticket rates were differentially priced and not on par with the regular star-studded films. Now it is producer Vivek Vaswani, who is all set to release the award-winning and critically acclaimed film, Rough Book, in a unique style, with the support of distributor Rajesh Thadani and Devang Sampat of the premier multiplex chain, Cinepolis. The Ananth Mahadevan directed film narrates the tale of a school teacher, played by Tannishtha Chatterjee, who faces problems because she thinks that teaching physics is not just through books and believes in taking her students out of the classroom to explain the laws of physics. The film had earlier made headlines at all the major international festivals where it was screened including the Houston Film Festival and the South Asian Film Festival and the MAMi festival, where it got a standing ovation last year. Vaswani felt that the film needed a unique marketing strategy to get it across to the audiences. Fortunately distributor Rajesh Thadani came forward and acquired the all-India rights of the film while the multiplex chain Cinepolis, came forward to partner the film’s release. “We found a very forthcoming distributor in Rajesh Thadani and a strategic partner in Devang Sampat of Cinepolis. We arrived at a decision where we would exclusively release the film in Cinepolis, at a special admission rate structure,” Vawani reveals. The film will release in Mumbai Cinepolis on June 24 after which it will be released in Pune, Baroda and Delhi in a phased manner. Says Vaswani, “You cannot sell tickets for a Salman Khan film and a Shivkumar film at the same rate of Rs 400. We are making sure that Rough Book would be played in Cinepolis at a ticket price that does not go beyond Rs 100. It is for the first time in the history of Indian cinema that we will have differential pricing of a content driven film at a multiplex. I want to set Rough Book as an example of a profitable model for small and content-driven films in the future.”

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