Producer and distribution expert Dr Jayantilal Gada of Pen Studios and Pen Marudhar takes pride in the journey that his recent release, Gangubai Kathiawadi, has had. The film, featuring Alia Bhatt, directed and co-produced by Sanjay Leela Bhansali, has been appreciated by the audience as well as the critics. At a time when most producers and studios had moved their projects to OTT platforms for the lack of certainty in the theatrical business, we asked Dr Gada why he opted to hold back Gangubai Kathiawadi for a theatrical release.

He says, “Khushi ki baat hai ki picture acchi chal gayi. Bhansali ji and I had faith in our project. We had confidence that never dwindled, despite the uncontrollable situations in our lives and our work. Bhansali ji wanted to make this film for a decade. My thought process is that things work when it’s a win-win situation for everyone. For the last 35 years, my company and I have worked on so many films in different capacities.”

Dr Gada says, “When Bhansali ji told me the film’s one-line thought, it reminded me of Kahaani, which was made by Sujoy Ghosh. It was one of our first independent films as producers. We had to make a similar decision — a film with a strong story and character, but no commercial frills and thrills. The decisions to be made were just as big and crucial. At that time, people had suggested I drop out of Kahaani, but I trusted the story. And this time too, I trusted the story. Apart from that, Bhansali ji has an impeccable record as a content creator. There was no doubt about the quality and the canvas of this film.”

Elaborating on his decision to release the film theatrically despite the 50 per cent occupancy rule still in place when the film hit the screens in major markets of the country, Dr Gada adds, “The market was going through a phase of doubt with just 50 per cent occupancy in theatres in the key markets for this film. But Pen Studios works with a vision. We have credibility in the market, which we have earned over the years for our marketing, distribution and various other strengths. We worked hard to negate the risks as much as we could. We moved the date from February 18 to 25, so we didn’t come too close to our Berlin premiere.”

Talking about the film’s release, he shares, “It was not a festive window. It was a tough call, but I have to give the credit to my team for executing my vision for this film. We didn’t just have to market the film, but also bring people out of their homes. Picture acchi tab maani jaayegi jab log dekhenge. We successfully brought people out of their homes. They watched the film and it reflected in the box office.”

Gangubai Kathiawadi went through several schedules of shoots, Coronavirus crisis and rain hazards. “Bhansali ji and we braved so many things together,” he says, adding, “I believe that Bhansali ji’s films are great second-viewing on TV, but they have to be seen on the big screen first. Our belief paid off. We had so many offers from OTT platforms, which were attractive. However, we were never tempted by them. Also, it’s too early for OTT to be the deciding factor for stardom or an artiste’s commercial value. That is still dictated by the box office and not a few million views. I am a supporter of the box office and theatres. Alia supported our decision and went all out to promote the film. As a studio, I feel proud to have backed Gangubai Kathiawadi. Backing a regular breed of films is something every studio in the market does. It operates on very straight mathematics. But a film like Gangubai Kathiawadi will bring you a different kind of satisfaction and joy. I look forward to working with Bhansali ji again.”