By Joginder Tuteja, Bollywood Hungama News Network
Looking at the phenomenal response that Ghajini generated, courtesy dozens of paid previews that were happening simultaneously across the country a day before the film's official release, the makers of Chandni Chowk to China too are contemplating a similar approach. If Rohan Sippy has his way, he would do away with the Mumbai and New Delhi premieres (as originally planned) and would rather have audience (instead of invited celebrities) watch the film and decide it's worth themselves.
"I want my film's audience to talk on what they feel about Chandni Chowk To China. Though we are going ahead with the international premieres, in India we are looking at possibilities of paid previews. In Mumbai, Delhi and probably some other centers as well, we would go ahead with the paid previews on 15th January, a day before CC2C sees a global release", says Rohan Sippy, one of the producers of the Akshay Kumar-Deepika Padukone starrer.
Super success of Ghajini has obviously been a pushing factor for this move, what with the film garnering crores on 24th December, a day before the Aamir Khan biggie saw a full fledged release. The paid previews of the film had begun early Wednesday evening and saw an unprecedented turnout.
With Chandni Chowk To China looking at following suit, this could well be the beginning of a new trend. Also, unlike Rab Ne Bana De Jodi which was still going strong and hence resulted in exhibitors working extra hard on adjusting the show timings of the two films in the middle of the week, Chandni Chowk To China doesn't seem to be in a trouble zone because there aren't many notable films arriving on 9th January. Also, 2nd January didn't see a single film releasing due to which theaters at the moment are just continuing with Rab Ne Bana Di Jodi and Ghajini. Obviously, there is ample place for Chandni Chowk To China on 15th January.
While director Nikhil Advani along with Akshay and Deepika has already embarked on a world tour for the film's global premiere, Rohan Sippy continues to be stationed in Mumbai.
"Someone has to be here to hold the fort", he smiles, "Between 7th and 12th of this month, CC2C would have premiers in Los Angeles, New York, Toronto and London. We may have a premiere in Mumbai on 15th but most likely it is going to be a paid preview. Let's see."