Mumbai: After a debacle in cinema theatres, MF Hussain's Gaja Gamini starring Madhuri Dixit is trying its luck on television. In an unusual approach, even before one year of its commercial release, the satellite television telecast rights have been sold to Zee Cinema, which will screen the movie on Friday, January 26, at 1.30 in the afternoon."The movie was a disaster. It got between 5 per cent and 10 per cent cinema collections," said Komal Nahta, editor, Film Information.
Though film producers and distributors had agreed that movies could be screened on television only after one year of theatrical release, Gaja Gamini has deliberately chosen to ignore that clause as the movie did not have any distribution interest. "It is not mandatory for movies to have a hold back period for one year if the producer is the distributor himself.
Gaja Gamini did not have an all-India release," said Mr Nohta. The movie was released in Delhi and Mumbai only.
Zee Cinema, however, believes Gaja Gamini will attract audiences because it is a new movie. "It will have a curiosity value. Unlike cinema theatres, television viewers do not have to pay for the movie. New movies work on TV," said Kanta Advani, senior vice-president and business head for Zee Cinema and Zee Music.
Gaja Gamini's television debut has attracted sponsors like P&G, Tata Tea and Cielo. "We have kept it in the afternoon slot as it is being screened on a holiday and will attract family viewing," said Ms Advani. Perhaps, love's labour will not be lost.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
