INDIAN filmmaker Kiran Rao took marketing tips from actor-filmmaker Aamir Khan for Anand Gandhi’s “Ship of Theseus” but she feels bringing her husband on board officially would have harmed the film’s prospects.
Impressed by its unusual content and storyline, Rao decided to lend her name to the upcoming film and will be presenting it.
“His (Aamir) coming on board would have harmed the film because Aamir comes with a huge audience and expectations. So when Aamir says, ‘Watch this film,’ lots of people will turn up. But this is a different film. So they may feel disappointed,” Rao said.
The film will have an initial 30-screen release in five cities. If the response is positive, then Rao says they will increase distribution.
“Ship of Theseus,” which has traveled to international film festivals like Toronto and Dubai, explores life’s complexities through the stories of a blind photographer, an ailing monk fighting for justice and an enterprising stockbroker.
“I was not intending to present the film. Anand and I got along well, so I asked him if I could be of any help to him. It is a small film, and he is a first time filmmaker. I feel it is important to support each other when we make different kinds of films,” said Rao, who debuted as a director with her off-beat film “Dhobi Ghat” in 2010.
Rao feels it is important to have a known name attached to the film.
“I think when you make something that is non-mainstream and people don’t have an automatic way of consuming — like you don’t have a big star, or a hit song or marketing money — then you need to find some way to make the audience aware of your film,” she said.
Rao has come up with a unique strategy to promote “Ship of Theseus” as she will be promoting it online and not on television.
“I don’t think we are taking a risk by promoting it this way. This film is for a very niche audience. Digital platforms suit these kinds of films. Traditional audiences for this film would be festival-going people who watch world cinema, people who love art house and new kinds of cinema, and we are tapping them,” she said.
“Ship of Theseus” will release in India on July 19.
