In a fascinating revelation that challenges conventional Bollywood wisdom, veteran producer Siddharth Roy Kapur has opened up about the strategic decision to release two of his most iconic films - Dev-D and Barfi - on a limited number of screens.
The Counter-Intuitive Approach That Paid Off
While most producers fight for maximum screen count, Kapur's production house took the road less traveled. "Sometimes, less is more," Kapur explained, detailing how this unconventional strategy actually worked in favor of both films.
Dev-D: Building Through Word-of-Mouth
Anurag Kashyap's gritty modern adaptation of Devdas initially confused traditional distributors. "Dev-D was not your typical Bollywood musical," Kapur noted. "By starting with limited screens, we allowed the film to build momentum organically through word-of-mouth rather than relying on massive opening numbers."
The strategy proved brilliant as the film developed cult status, with audiences gradually discovering and championing the unconventional take on the classic tale.
Barfi: The Slow-Burn Success Story
Similarly, Ranbir Kapoor and Priyanka Chopra's Barfi faced skepticism from exhibitors who doubted a mostly silent film's commercial potential. "They thought we were crazy releasing a film with minimal dialogue so widely," Kapur recalled.
The limited initial release allowed Barfi to demonstrate its staying power, eventually expanding as positive reviews and audience reactions poured in. The film went on to become a critical and commercial success, even earning India's official entry to the Oscars.
The Strategic Thinking Behind Limited Releases
Kapur outlined several key benefits of this approach:
- Building anticipation through controlled exposure
- Creating exclusivity that drives audience curiosity
- Allowing organic growth rather than forced marketing
- Managing financial risk while maximizing long-term returns
Lessons for Modern Filmmaking
In today's era of OTT platforms and changing audience preferences, Kapur believes these strategies remain relevant. "Not every film needs a thousand-screen release. Understanding your film's unique appeal and finding the right release pattern is crucial," he emphasized.
The success of both Dev-D and Barfi stands as testament to the power of strategic thinking over conventional wisdom in Bollywood film distribution.
