Rajshri breaks distribution practice for Jaana Pehchana release

MUMBAI: Breaking away from the current practice of releasing a film with more that 1,500 prints, Rajshri Productions has decided to release its upcoming film Jaana Pehchana with a single print in Mumbai on 16 September. It will have 29 prints distributed in other parts of the country.

Moreover, the production house is planning to release the print in the good old reel format instead of the present-day digital style. "It makes better sense to release a film this way. We believe its content is good and if we get positive feedback from the audience, we will increase the number of prints," Rajshri‘s head of distribution and marketing P S Ramanathan said in a statement.

It may be recollected that Rajshri‘s Hum Aapke Hain Kaun had a similar distribution plan: It released in Mumbai with one print and had 29 prints sent across the other parts of the country.

"The rationale behind the limited release of that film was that most cinema halls at that time didn‘t have the stererophonic sound systems that we needed for the film. Salman Khan‘s Maine Pyaar Kiya was also released with just 18 prints in 1989 and we ended up releasing the film in more than 1,800 screens,‘" Ramanathan added.

Jaana Pehchana is a sequel to the Sachin-Ranjeeta-starrer Ankhiyon Ke Jharoke Se that released way back in 1978. The film starts off where Ankhiyon Ke Jharoke Se ended, with Ranjeeta‘s character‘s death due to cancer. The second installment has been directed by Sachin himself and tells the story of middle-aged Arun Mathur, who is still grieving for his high-school love.

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