The route of going to film festivals before opening to the general audience is ideal, especially since the marketing budgets for such offbeat films are very low.
All mainstream films in Tamil cinema release in theatres first and are then sent to film festivals around the world. Today, there’s a new trend that’s emerging especially with small-budget experimental films, ensuring critical success and often box office too.
It was Aaranya Kaandam that perhaps set the ball rolling with this new marketing route for these experimental films in some ways. The gangster neo-noir film had its world premiere in October 2010 at the South Asian International Film Festival and then went on to win two National Awards in 2011. It released in theatres nearly a year after its world premiere and by then the accolades it had won had created a strong market buzz.
The route of going to film festivals before opening to the general audience is ideal, especially since the marketing budgets for such offbeat films are very low. Moreover, the exposure an experimental film gets when screened at a film festival is tremendous and the filmmakers gain access to a much larger audience. Of course, promoting these films subsequently on social media gives the release some momentum as well.
Also read: Tamil film 'Visaranai' goes to Venice Film Festival
Kaaka Muttai, Visaaranai and Kuttram Kadithal have since followed this tried and tested route. Kaaka Muttai and Kuttram Kadithal are National Award winners too. While the former was appreciated pan-India and struck gold at the box office, the latter is up for release soon. Meanwhile, Visaarani has just premiered at the Venice Film Festival and won the Cinema for Human Rights Award.
What’s perhaps also interesting is how mainstream movie-goers have developed a taste for these experimental or offbeat films. It could be as a result of the curiosity evoked due to the international awards and accolades or just a need for a break from regular commercial fare. Whatever may be the reason, the a section of the mainstream audience has started to accept these films. Take this for instance: at the end of a regular screening of Kaaka Muttai at a popular theatre in Chennai, the entire audience gave it a standing ovation.
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