Multiplexes and aspirational moviegoers in small towns make the going easy for Dhollywood

With multiplexes replacing single screens in these places, the film viewing experience has changed for the audiences. Thanks to social media, movie-goers can now follow and interact with their favourite film stars which also creates curiosity to follow their body of work.
Actor Malhar Thakar who extensively promoted his film in Mehsana and other small cities, shares, “I made sure to promote Saheb, which was my dream project, in Mehsana.I am from Siddhpur and people in Mehsana have given me lots of love. People from these small towns also follow us on social media and they are the ones who watch the film and encourage us through their posts. It really makes a difference.” Talking about it, director and producer Aarti Patel says, “Content is the king and promotions at these places is cherry on the cake. With much improved technology, Gujarati filmmakers’ exposure to world cinema coupled with a desire to explore different urbancentric narratives, the Gujarati film industry now has the bandwidth to reach out to audiences across the state.” She adds, “Promoting in these tier 3 cities is cheaper as compared to Ahmedabad be it advertisements or on ground promotions.”