Amruta Khanvilkar: In addition to content, for Marathi cinema, we should invest in film promotion
Mumbai, May 13 (IANS): While her latest Marathi-language film “Chandramukhi” not only did positive business at the Indian box office but also gained exposure in the international market, the leading lady of the film, actress Amruta Khanvilkar, pointed out the importance of investing in marketing a Marathi film is going to go global.
The story of the film is based on the novel written by Vishwas Patil and is set in the 80s. Amruta tried out the character of a dancer from Lavni who falls in love with a politician. Lavni is a traditional Maharashtrian dance form.
Amruta told IANS: “I think one of the exciting parts for me now is the response we received not only for the content and the cinematic experience of the film, but also for the exposure we gained through multiple promotional activities. I think our Marathi cinema has always been very strong with content but done on a limited budget and not very commercialized. With the success of ‘Chandramukhi’, I think we should understand that in addition to the content, we should invest in promotional activities.
Apart from India, the film has been released in Dubai, parts of the United Arab Emirates and, according to Amruta, the makers are holding special screenings in London, Singapore and Michigan to introduce the film to the Indian community living there.
She is an actress who has not only appeared in Marathi cinema but also acted in Bollywood movies like ‘Raazi’, ‘Malang’, and participated in reality shows like ‘Nach Baliye 7’, ‘Jhalak Dikhhla Jaa’, ‘Khatron Ke Khiladi 10’.
She talks about how building a fanbase in several sections of the audience also added pan-Indian appeal to her film.
Amruta said, “There were a lot of ‘firsts’ with Chandramukhi, whether it was special magazine cover, media coverage, airline Spicejet holding a special activity for our movie. There was a huge 35 inch cut-out poster of our film at the Royal Opera House, Mumbai for the first time for a Marathi film! It’s not that I’m bragging, but I’m trying to say that if the content of the film is good, with an investment in promotion and release, we can win people’s hearts.
“Of course, as an actress, I always grab the opportunities to be a part of big projects in different regional cinemas and televisions. My visibility on a national platform gives the pan-Indian appeal to a Marathi film. Without any doubt, my popularity has increased due to working in Hindi cinema. Since cinema is a tool to show our culture, it also attracts the international community living abroad,” Amruta explained.
Asked about her next step after the success of “Chandramukhi,” she replied, “I am preparing for the filming of my next Hindi web series, a Hotstar original, and then I have another film in the works. not supposed to make an official announcement so I can’t give more details about them.”
Directed by Prasad Oak, produced by Akshay Bardapurkar, ‘Chandramukhi’, also starring Adinath Kothare, Mrunmayi Deshpande, Prajakta Mali, Samir Chowghule, Mohan Agashe is currently in theaters.