With OTT being all the rage these days it seems most movie makers are opting for the softer digital release. While this has worked for few and has become the new default, there is still some charm in theatre releases. Which is why the makers of ‘Mili’ have chosen to go with a theatre first strategy instead of going direct to digital. In a week where there are 7 to 8 new film releases, they have opted for a tight four hundred-cinema release in India building an inventory of approx. Rs. 5.5 Crore, per day.
Speaking about the decision, producer Boney Kapoor said, “In the current scenario, small and mid-size films are not able to find audiences at the box-office; however, we firmly believe that the thriller genre is best enjoyed in a theatre. We are hoping that audiences discover ‘Mili’ in cinemas. Mili is a female driven survival thriller with nail-biting pace and high emotional stakes. We are not chasing high show counts or cinema counts for ‘Mili’, because we feel this is a genre-driven film which will find appreciation in the right kind of audiences.”
Zee Studios’ ‘Mili’ is produced by Boney Kapoor and directed by Mathukutty Xavier. The music is given by the Award-winning music composer A.R. Rahman and the lyrics written by the legendary Javed Akhtar. The film stars Janhvi Kapoor in the lead, Sunny Kaushal and Manoj Pahwa in pivotal roles and has been released today November 4, 2022 in cinemas.
