Amid indie filmmakers' screen distribution controversy, director Subodh Khanolkar says he has been lucky

A still from the film

While 46 indie filmmakers across the country are planning to start a collective to champion small-budget films and ensure equitable screens for them, Marathi filmmaker Subodh Khanolkar feels he is in a place of privilege. The director's latest release, Dashavatar, not only had a strong run in theatres, but is also being aggressively promoted by Zee5 since it dropped on November 14.

Subodh Khanolkar

Starring Dilip Prabhavalkar, the September release originally opened with 600 shows. Soon, bolstered by strong word-of-mouth, the Marathi thriller jumped to 800 shows. But the bigger push came when it premièred on Zee5, with the streamer executing a 15-day pre-release promotional plan. The platform also employed targeted advertising on Instagram to grab the attention of viewers interested in mythology.

Hema VR, business head, Marathi ZEE5, explains, "At ZEE5, we back stories that travel, and Dashavatar is a shining example of how a culturally nuanced Marathi narrative can carry universal emotional weight. Content truly has no language barrier - rooted stories connect everywhere. Our focus is to first build and strengthen the Marathi ecosystem on digital, and once that foundation is deep and robust, we will actively take Marathi stories to other linguistic markets. To ensure Dashavatar sustains momentum on digital, we are activating a multi-layered strategy that includes going beyond metros into the deep pockets of Maharashtra and beyond. With this title, our aim is to build long-tail engagement and make cultural connection effortless, allowing audiences across India to engage with the film in its original Marathi form and experience its thematic depth. I believe when a story is rooted and powerful, audiences across the globe find it and this film has surely found its audience. We're glad to see Marathi storytelling receive the recognition it deserves."

A marketing source tells midday, "We're revealing different facets of the movie to audiences who haven't experienced it yet, with the intention of truly drawing them in. This strategy goes beyond just Mumbai and Pune - we're reaching deeper pockets of the country, including places like Solapur, Kohlapur, Sangli and smaller pockets through targeted digital ads and strong social media amplification. The idea is to create intrigue and excitement nationwide, not just in metro cities."

Khanolkar is ecstatic that his movie, a blend of Konkan folklore and mystery, has resonated with people far and wide. "When I saw Dashavatar receive appreciation not only from Marathi audience, but also from viewers of other languages, it felt reassuring that our efforts were moving in the right direction," he says.