The Tamil movie Visaranai is the official entry for Oscars this year in the foreign language category and just like last year's Marathi movie Court, this film not only managed to avoid the annual fuss created over which film is 'worthy', but was also applauded by the filmmakers.

From the tweets about regional language movies which were not heard of, to the huge posters of regional movies, next to the most awaited Bollywood releases at the cinema halls, and winning awards for best film at film festivals, the regional language films were present everywhere this year. Thanks to the mainstream actors, they even managed to reach the average movie buff. Unless you have been living off the social network, it is very unlikely that you have not found yourself googling about a particular regional movie just because your favourite Bollywood celeb tweeted or praised the film in his/her interviews. If the exhibitors are to be believed, the word of mouth not only helped in getting more publicity but also audience. They say that this is the push that regional cinema needed.

REGIONAL MOVIES FLOORED BOLLYWOOD
When Thithi was screened at the BRICS festival in the capital recently, the hall was so packed that the late arrivals had to sit on the floor. How did a Kannada movie became so popular? Thithi director Raam Reddy told us, “I am overwhelmed with the response of the audience and I was expecting it because many people came and told me that they never got to know if the film was even released in Delhi or not. It was, but just for a week.“ He further added, “People got to know about the film after it got support from Bollywood. I went to Mumbai to show my film to as many people as possible but the support that I received from Anurag Kashyap, Kiran Rao and especially Aamir Khan was really instrumental in changing the image of my film. It was really wonderful to see that people are watching a film for the content and language barrier is not stopping them. Praise by Bollywood stars made a huge difference as our national advertising budget was zero and still Thithi was seen and discussed.“

Bollywood directors like Anurag Kashyap, Karan Johar, Sudhir Mishra and Imtiaz Ali came out in support of many regional films apart from Thithi. If Anurag Kashyap organised Thithi's special screening, then Irrfan Khan did the same for Sairat.

During an interview, Irrfan recently said, “Fortunately, now the audience is kind of exposed to the world cinema. They want a similar thing coming from India too. That's why Talvar, that's why Piku, that's why Sairat. All these films are being lapped up by the audience. Chaar crore ki film sattar crore ka business kar rahi hai.“

Last year films like Court, Killa and Kaaka Muttai also garnered good response in the mainstream space. The filmmakers (of regional movies) agree that Bollywood support helps them get publicity and more business. In an interview, Nagraj Manjule, director of Sairat said, “I never knew it would cross the language barrier so easily and in such overwhelming numbers. Today when Aamir Khan or Irrfan tweets about the film, it's a huge thing for me.“

WORD OF MOUTH PUBLICITY MEANS BETTER DISTRIBUTION
Talking about the impact of Bollywood push, Raam said, “Irrfan and Shekhar Kapur tweeted about the film. These actors have a huge fan following. Aamir has more than 17 million followers and if he tweets something, people will stop and see. Word of mouth helps because even the exhibitors get an idea on whether the film will attract audience or not. As the opinions of these actors are valued, so exhibitors know that if they allot more screens, people will come. Even in Karnataka, we had a really tough time explaining to the exhibitors what is this film about, without music and usual story. But Bollywood's reaction is valued.“

Agreeing to it, Vivek Krishnani, Managing Director of Sony Pictures India said, “Stars talking about a regional film definitely works in their favour and regional cinema is growing in mainstream space which is a good sign. The word of mouth publicity has its own importance.“ Yogesh Raizada, Corporate Head, Wave Cinemas, adds, “For a north Indian to know about a Marathi release or a Kannada release is rare, but when the information comes from a celeb route, it makes the film a must watch.“

AUDIENCE IS MATURE ENOUGH TO BE OPEN TO CONTENT, NOT LANGUAGE
The exhibitors told us that there are fantastic films that come from the regional cinema industry, and people who love cinema will appreciate the content, but the same content finding a place in the larger market is a different game altogether.

Ajit Andhare, COO, Viacom18 Motion Pictures, said, “The regional cinema is at a different stage, so the studios have to be really alert on what content they are offering in which market. Only that can determine whether they will be successful or not. There is lot of new audience that is more concerned about the content, not whether the film is being made in language A, B or C.“

Kamal Gianchandani, CEO, PVR Pictures, said, “Punjabi films have done well at the Box Office, Tamil and Telugu continues to do excessively well. All language movies are co-existing, you can't say these films are competing with each other, but they co-exist. A good film always works, it will always discover its audience. Ultimately, its the power of content which works. When somebody of the stature of Aamir Khan, Irrfan Khan and even Anurag Kashyap speaks about the films, it definitely creates a buzz and attracts more audience, but let's be fair and not take the credit away from the film also.“