With Vasan Bala's Mard Ko Dard Nahi Hota garnering praise at the 20th Jio MAMI Mumbai Film Festival, producer Ronnie Screwvala says building an audience before a film's release is very important for its business.

Screwvala told IANS: "If we would have released the film directly after its world premiere at Toronto International Film Festival, it would have not created the buzz it has here at the MAMI fest. I think that building an audience for a film before its release is very important.