MUMBAI, June 19: Filmmaker Kiran Rao took marketing tips from Aamir Khan for Anand Gandhi’s ‘Ship of Theseus’ but she feels bringing her husband on board officially would have harmed the film’s prospects.
Impressed by its unusual content and storyline, Kiran decided to lend her name to the upcoming film and will be presenting it.
“His (Aamir) coming on board would have harmed the film because Aamir comes with a huge audience and expectations. So when Aamir says watch this film, lot of people will turn up. But this is a different film. So they may feel disappointed,” Kiran told in an interview here.
The film will have an initial 30 screens release in five cities. If the response is good then Kiran says they will increase distribution.
‘Ship of Theseus’, which has travelled to international festivals like Toronto and Dubai, explores life’s complexities through the stories of a blind photographer, an ailing monk fighting for justice and an enterprising stockbroker.
“I was not intending to present a film. Anand and I got along well I asked him if I could be of any help to him. It is a small film he is a first time filmmaker. I feel it is important to support each other when we make different kind of films,” said Kiran, who debuted as a director with her off-beat film ‘Dhobi Ghat’ in 2010.
Kiran feels it is important to have a known name attached to the film.
“I think when you make something that is non-mainstream and people don’t have automatic way of consuming, like you don’t have a big star, or a hit song or marketing money then you need to find some way to make audience aware of your film.”
Kiran has come up with a unique strategy to promote the film as she would be promoting it online and not on TV.
“I don’t think we are taking a risk by promoting it this way. This film is for a very niche audience. Digital platform suit these kind of films. Traditional audience for this film would be festival going people, who watch world cinema, people who love art house and new kind of cinema and we are tapping them,” she said.
‘Ship of Theseus’ will release in India on July 19. (PTI)
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