Producer distributor Anand Pandit spoke of Chehre’s postponement due to an increase in Covid-19 cases, Rhea Chakraborty being part of her characters and how Abhishek Bachchan reacted when Big Big demanded digital release.
Anand Pandit’s latest projects include films such as The Big Bull, Chehre and the upcoming Thanks God. As films are reversed between the rise of Covid-19 numbers and the new government restrictions, Hindi filmmakers are working hard to keep their head above water.
While OTT is one solution, they work hard to bring films back to the theater when the situation gets better. Bollywood producer and distributor Anand Pandit admits, “It’s a very difficult time to get a movie out of theaters, not only for business intelligence, but also for marketing.” Pandit should know, his next project Chehre was delayed a few days before it was released.
Chehre, who played the role of Amitabh Bachchan, Emraan Hashmi, Annu Kapoor, Krystle D’Souza, Dhritiman Chatterjee, Rhea Chakraborty and others, was expected to release on April 9. But the makers announced the postponement on March 30.
During an exclusive interview with indianxpress.com, Anand Pandit opened up about why Chehre needs to be seen on the big screen and Rhea Chakraborty is part of her cast. He also revealed some of his latest releases, The Big Bull to have a digital premiere, in addition to the new business model behind the coronavirus epidemic.
Chehre is a type of product that is bigger than life, which we want to release in theaters. That is our 100 percent effort. But on the other hand, we know that the situation is getting worse. So, we keep the watch. It’s a good film. As a producer, I’m ready to take that risk (waiting for its theater release).
However, the group will now need to rebuild the buzz around the movie as it releases and when.
Luckily Chehre is in a state of pleasure and unconditional love. We will be organizing a new promotional campaign because we have the opportunity for people to know about it. They liked the trailer and look of Emraan Hashmi and Amitabh Bachchan.
Rhea Chakraborty’s non-Chehre poster name has raised eyebrows. How do you see the stepping stones that way when designing a film promotion strategy?
I see no reason why I should not mention his name. He is one of eight artists in the film. We signed him earlier and he completed his part satisfactorily. Therefore, we regard him as one of the characters who has done a great job. Also, I do not want to take advantage of his situation for the commercial gain of my film.
That is why we have decided that in the second post, we will not mention his name. She’s gone through enough chaos in her life, and we didn’t want to add any more lumps. We introduced her to the photo, only when she was free.
Certainly. Last year, the strong emergence of OTT brought comfort. But frankly, no one thought about this kind of arrangement. Decisions about which films to go on and which style to take on a daily basis. There was no level of planning.