´Fashion´ And ´Roadside Romeo´ Pay For Bad Release Strategy

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UTV and Yash Raj, producer-distributors of 'Fashion' and 'Road­side Romeo' respectively, flooded the cinemas with their films when what was, perhaps, req­uired was a carefully-planned, under-saturated release.

'Road­side Romeo' is an animation film, the market for which is under-deve­loped. The right strategy for Yash Raj would’ve been to stagger its release and gradually increase the number of prints in the subsequent weeks, if the film clicked. That way, the company would’ve also saved on the cost of prints.

Similarly, going by the content of UTV’s 'Fashion' and more importantly its maker, Madhur Bhandarkar’s track record for big budget ventures, it was not a film that should have been released with as many prints as it has been.

Perhaps, half the number of prints with em­pha­sis on big cities like Bombay, Delhi, Pune and Calcutta would’ve helped 'Fashion' consolidate its position.

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