It was a good Friday for Marathi movie-goers with three releases hitting the city screens. And on this first Friday after the government had insisted on prime time slots for Marathi film in city multiplexes, the biggest winner looked to be the national award-winning 'Court', with more than 80 shows across cinemas.

A chunk of these shows are at multiplexes with exhibitors happily allotting it the prized evening shows, the original prime time that the government had ordered multiplexes to follow. After talks with exhibitors, multiplex owners and Marathi movie producers, the government had said films could be shown between noon and 9pm and not only between 6-9pm.

“We have always given evening slots to Marathi film as our theatres are in Maharastrian localities. Though crowds were not much on Friday, it looks like 'Court' will do well,“ said Rajesh Gupta, executive director of Gold Digital Cinema, which has screens in Dadar and Thane. The other new release, 'What About Savarkar', had more than 50 shows, while 'Te Don Diwas' had more than 20 shows.

With two other movies already in theatres, it was a bit of a juggle for exhibitors but they pushed 'Court' that came with quite a bit of publicity. Director Chaitanya Tamhane, whose debut won various international awards and a national award for best film in 2014, said their marketing strategy covered national and Marathi-speaking audiences. That ensured diverse viewers landed for the first day show.

“This is my first Marathi movie but I liked the trailer and the fact that it has sub-titles,“ said Priya Yadav, before rushing to catch 'Court' at Metro Big Cinemas in Dhobi Talao. Marathi movie-lover Amar Salunkhe was at that show but wasn't impressed by the movie's realistic story-telling. “Prime-time should be reserved for good movies,“ he said.

By then, the movie had got its opening. “Looks like evening shows at most big multiplexes will be housefull going by the advance booking,“ said Shiladitya Bora, marketing and distribution consultant for 'Court'.

The next battle is to sustain interest. On Friday, people walked in to book weekend tickets for 'Coffee Ani Barach Kahi'. “We read the reviews and are booking tickets for tomorrow, as it is a holiday. We will wait for Court's reviews before deciding,“ said Dr Gajanan Deshmukh and Swati Deshmukh, who were at INOX Nakshatra in Dadar. Timing matters for those like Abhay Sodaye rushing in to catch a movie after work. “Sometimes, I have to search for an evening show in Dadar,“ said Sodaye.