"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’t give it a chance. Laila Majnu went down that route.
Luckily, some films get a second chance like this.” “It was euphoric for Kashmir to see the film play in theatres there’ The re-release started with Kashmir, where the film is set, and it holds a special place in Imtiaz’s heart. He shares, “It was very euphoric for Kashmir, it’s the land that has seen so much unrest and issues over the years but hasn’t been celebrated for a long time for its beauty and culture.
Kashmir did not have theatres when Laila Majnu had released, and now, it is playing at a theatre in Srinagar . It is the audience who made this possible.” ‘I’m glad Laila Majnu has reached the category of films that are meant to have a long shelf life’ Laila Majnu barely lasted in theatres for six days in 2018.
We have seen cult classics or blockbusters being re-released, but for a film that didn’t do commercially well to get a second chance is rare. Imtiaz said, “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. I am glad it has reached the category of films that are meant to have a long shelf life. This is a big lesson for all of us.
Finally, it will get the recognition it deserved. This has restored my faith in making good cinema without worrying too much about packaging or the PR machinery.” ‘Why the film didn’t work when it released is still a puzzle to me’ Imtiaz’s sentiments resonated with Avinash Tiwary, whose portrayal of Qais (Majnu) in the film won him accolades.
The actor said, “The film was loved on OTT. I wish it had sustained a little more in theatres in 2018, but it couldn’t. However, the love for the film only kept growing over the years and resulted in the outpour that has been happening in Srinagar.
This was my first film as a lead. I was a novice, so I didn’t have a perspective on why it didn’t work at the time. I still don’t understand what went wrong, it’s still a puzzle, because whoever saw it loved it and loved my performance in it.
The film has a certain amount of purity to it. Now the film is doing well in Kashmir, and I hope to see similar response from other parts of the country.” ‘It was euphoric for Kashmir to see the film play in theatres there’ The re-release started with Kashmir, where the film is set, and it holds a special place in Imtiaz’s heart.
He shares, “It was very euphoric for Kashmir, it’s the land that has seen so much unrest and issues over the years, but hasn’t been celebrated for a long time for its beauty and culture. Kashmir did not have theatres when Laila Majnu had released, and now, it is playing at a theatre in Srinagar. It is the audience who made this possible.
” Avinash Tiwary ‘The film had a certain purity to it’ Avinash Tiwary, whose portrayal of Qais (Majnu) in the film won him accolades, said, “The film was loved on OTT. I wish it had sustained a little more in theatres in 2018, but it couldn’t. However, the love for the film only kept growing over the years and resulted in the outpour that has been happening in Srinagar.
This was my first film as a lead. I was a novice so didn’t have a perspective on why it didn’t work at the time. I still don’t understand what went wrong because whoever saw it loved it and loved my performance in it.
Why we couldn’t attract the audience to the theatres back then is a puzzle. The film has a certain amount of purity to it. Letting the film grow organically has kept that sanctity intact.
I used to hear people say that they want to gatekeep the film to retain its purity and not share it with the world. However, the Laila Majnu community kept growing over the years. It’s doing well in Kashmir, and I hope to see similar response from other parts of the country.
” The actor’s recent visit to Srinagar led to fan frenzy and re-release of the film there. He said, “There’s a certain kind of abandon, depth and maturity in that character of Qais that people find relatable. The film showed the Kashmir that perhaps they know of or want to see.
The larger representation of Kashmir in our films is not something that the locals have liked. The youth of Kashmir felt that their voice and culture has been seen and heard in Laila Majnu.” Speaking about an inside joke between him and his costar Tripti, he concluded, “I met Tripti recently in a gym.
She couldn’t come to Srinagar because she was shooting but we joked about how both of us should finally get our due from our director Sajid Ali who was super tough on us during the shoot. Everyone appreciated and acknowledged us except for our director Sajid Ali. Tripti and I said, “Ab toh Sajid ko bolna hi padega ke aap dononay kya kaam kiya hai.
’ (laughs)..
