"Films that are subtle in their appeal are often not recognized for their worth immediately on their release. Sholay was such a film. It did not do great business in the first three weeks of its run.
But nowadays we don’t even have three weeks. If a film doesn’t do well in the first three days, it is removed from theatres. Laila Majnu was such a film.
It did not get that chance earlier before Covid when it first released in 2018” - Imtiaz Sajid Ali ’s contemporary retelling of the Persian love story, Laila Majnu (2018), explored the junoon (passion) of forbidden and eternal love between Qais ( Avinash Tiwary ) and Laila ( Tripti Dimri ). Set in Kashmir , the story penned by Imtiaz Ali (Sajid’s elder brother and producer of the film) was appreciated by film enthusiasts, but it couldn’t succeed at the box office despite word of mouth and critical acclaim six years ago. It barely lasted six days in theatres.
Probably the biggest redemption arc for the ‘loved but unsuccessful’ movie, Laila Majnu, was welcomed with open arms by the audience when it was re-released in theatres recently. ‘Unless a film screams its presence, people don’t give it a chance’ Talking to us, Imtiaz Ali said, “We make films to be permanent. Unfortunately, the way exhibition works, films often get killed very early because of initial bias or prejudice from the audience.
The period for release of a feature film theatrically is very narrow. Unless it screams its presence, people don’.