epic telugu indian action “RRR” or “Rise, Roar, Rebel” But it required a rare second release of the historical epic from the director SS Rajamouli It went viral across the United States. Now in its 10th week, the film is the rare Indian hit to appeal to American audiences outside the Indian Diaspora. This is thanks to the unusual decision to resume just weeks after the film hits his 1,200 screens across the country.
Set in early 1920s Delhi, “RRR” follows two patriotic but philosophically opposed men (Ram Charan and NT Rama Rao Jr.) who first clash and then the kidnapped girl ( It follows them as they team up to rescue Twinkle Sharma. A pair of sadistic British colonial officials (Alison Doody and Ray Stevenson).
Produced for the Bollywood market, the Hindi version has been available to Netflix subscribers since May and has been one of the top 10 most-watched titles in America for nine consecutive weeks. However, even with simultaneous streaming, the film currently grosses $14 million at the U.S. box office and is playing in 175 theaters in 34 states. In contrast, the Telugu crime drama Pushpa: The Rise — Part 1 was last year’s highest-grossing Indian film, earning just $1.32 million when released in the United States.
Dylan Marchetti, president of distributor Variance Films, said most of the ‘RRR’ ticket buyers will be watching productions from Tollywood, a film industry aimed at audiences in the states of Andhra Pradesh and Telangana, where Telugu is the predominant language. I’m assuming you haven’t seen it.
The story of how “RRR” broke out in the United States involved Variance working with independent consultant Josh Hurtado and the film’s original distributor, Sarigama Cinemas, to market it to moviegoers as “encoRRRe.” including rare restarts that have been
Marchetti, who had previously booked a contemporary Indian film at the now-closed Imagine Asian Theater in Manhattan, said after repeatedly viewing it in front of an enthusiastic audience in March, he realized the film’s potential. I was fascinated by the crossover. Main Hartad, his consultant at the independently operated Potentate Films, also felt that the film had universal appeal. He previously helped program South Indian hitmaker Rajamouli for his 2012 surreal action-fantasy international film festival. “Ega” (Telugu for “The Fly”). Together, the two contacted Sarigama Cinemas and collaborated on a one-night theatrical revival of ‘RRR’.
They hope the event will produce what Marchetti calls “new evangelists” who can extend the reach of films from hundreds to tens of thousands across the country with the help of social media and the hashtag #encoRRRe. I was hoping Ticket sales for the June 1st screening were so impressive that Marchetti and Hurtado quickly expanded the encoRRRe scheme.
A reply was never given. Most new Indian films are not marketed to American audiences outside of those who speak the language of the film, and most such films are already showing in national chains such as AMC and Cinemark. Many American programmers and exhibitors are also facing significant financial pressure caused by the pandemic. “Independent theater is suffering right now,” Marchetti said.
After some negotiations with Sarigama Cinemas, Hurtado and Marchetti spent a busy month planning the re-release. Some American programmers and exhibitors were pitched to “RRR” solely by Hurtado and Marchetti pitches. For example, Beth Barrett had a movie on his June 1st. Seattle International Film Festival Cinema Uptown.
“SIFF is known for always trying something new,” says Barrett. “And our audiences are always eager to see an event screened, so it’s based on Dylan’s enthusiasm and the trailer he sent, plus his decades of amazingly eclectic, audience-friendly tastes.” I booked a screening.”
Gregory Laemmle, president of his eponymous West Coast theater chain, attended the screening in Seattle after booking “RRR” at Laemmle Theater’s three California locations. (“RRR” has since been staged at five of his Laemmle theaters.) Laemmle is already a devotee, thanks to Marchetti’s recommendation and the enthusiastic social and his media response from the first release. It was invisible. Ticket sales at Laemmle’s theaters were high enough to justify his week-long engagement, which began on June 3rd.
Christina Cacioppo is Nighthawk Prospect Park Brooklyn attracts avid moviegoers in the 20- to 30-year-old range, mostly from outside the Indian diaspora. “There was an overall wave of joy,” Cacioppo said in an email, adding later. “I could feel the room smile and my jaw drop.”
Alamo Drafthouse chain’s Jake Isgar said there were at least 10 rounds of spontaneous applause from a sold-out screening in San Francisco. “The film looks great on any size screen, but is next level in a packed theater with an enthusiastic audience,” he added.
Hurtado said many encoRRRe attendees praised the film for the same reasons that have so far discouraged them from watching new Indian films. “People are saying they want this three-hour movie of him to be longer.”
Marchetti also found that ‘RRR’ has become a ‘gateway drug’ for new Indian moviegoers. Some film programmers, like Isgar, were so impressed with the audience response that they booked several upcoming screenings of new Indian films like Hindi Superhero His Fantasy.Brahmastra Part 1: Shiva”, as well as repertoire titles such as Raja Mauri’s “Iga”.
Indian moviegoers already know the knack for Rajamouli’s maximalist action and imaginative set pieces. Much of it is built around dynamic special effects and choreography. ‘RRR’ musical number ‘Naatu Naatu’ (Telugu for ‘native native’) has also become a viral hit for him thanks to Charan and Rama Rao’s playful syncopated dance moves and infectious singing. rice field. (Chandra Bose wrote the lyrics and MM Keeravani composed the music.) Instagram View Singers Ankita and Antara Her Nandies loving reproduction musical numbers have been viewed more than 130,000 times.
In a recent Zoom interview, Rajamouli recalled seeing Indian audiences cheering for the “Naatu Naatu” scene on opening night, though it’s unclear how the scene will be received outside the country. “Indian filmmaking has some unique styles,” says Rajamouli. “Singing and dancing, for example. If used just for that, it can be very sticky. But if used strategically, it can be very dramatic and compelling.” Still, Rajamouli knew that “Naatu Naatu” would be a hit as soon as he cast Charan and Rama Rao, who had worked with Rajamouli on previous hits.
In hindsight, after the recent global success of the two-part historical epic Baahubali in 2015 and 2017, Rajamouli’s breakthrough with Western audiences seems almost inevitable. . Rajamouli hopes to make a film version of the Sanskrit epic ‘The Mahabharata’. Contains telugu dialogue. Because “I think in Telugu”. However, it won’t happen anytime soon. “We still have a long way to go before we can work on projects like this,” he said.
Meanwhile, Marchetti and Hartado continue to arrange screenings of “RRR” in the United States, including theaters in West Virginia and Hawaii. We compared it to an ongoing celebration where companies help distribute invitations. “The party could have started sooner without you,” Marchetti said. “But whether you show up or not, it’s a good party, and you can always show up.”
