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       #Post#: 2526--------------------------------------------------
       Will Shahid turn out to be 2013's Paan Singh Tomar?
       By: strawberrylicious Date: October 21, 2013, 4:06 am
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       Shahid, which just like its central protagonist had arrived as
       an underdog, is seeing some pitching and placement for itself.
       So much so that with Rajkumar Yadav in the lead, the film is
       already being equated to the kind of standing that Paan Singh
       Tomar had enjoyed when it released last year.
       "Paan Singh Tomar had Irrfan Khan in the lead with Tigmanshu
       Dhulia as a director, both notable names in their own right.
       However the makers didn't hard-sell the film and after some
       smart packaging and market placement, they allowed the film to
       talk for itself. The strategy worked and the film turned out to
       be a sleeper success of the year," informs an insider who has
       been closely following the progress of some offbeat films
       managing to leave a good mark, both commercially as well as
       critically.
       As for the critical acclaim, Shahid already has a lot going in
       its favour. UTV, which is marketing and promoting the film (just
       like they did for Paan Singh Tomar), organized multiple special
       screenings for the who's who of the industry so as to ensure all
       around positive word of mouth to flow by itself.
       "For films like these, this strategy works like viral, something
       that has allowed Shahid to see a gradual build in buzz over last
       couple of months," the insider adds, "Though the film has been
       travelling national as well as international film festivals, it
       is a different stage and setting altogether when your own peers
       and contemporaries from the industry talk positive about it.
       This was always on the lines for Shahid and now that the film is
       running in theatres, it is pretty much expected that it would
       live on beyond the so-called 'rule' of opening weekend rush."
       Director Hansal Mehta and others associated with the film are
       taking cue from the superb run that Paan Singh Tomar had enjoyed
       last year when released on the similar set of guidelines.
       "Moreover, there is uncanny similarity in characterization and
       theme as well," says a source attached to the film, "Both are
       biopic and tell a tremendous underdog story. Moreover, unlike
       Milkha Singh (on whose life Bhaag Milkha Bhaag was recently made
       and hit a century at the box office no less), Shahid as well as
       Paan Singh Tomar are not about popular men but about those who
       overcame struggles to become who they were."
       No wonder, Shahid has been smartly placed in theatres that
       matter, what with the entire process going through handpicked
       precision. Instead of carpet filling theatres with a large
       number of screens, Shahid has been strategically placed in
       select locations across the country so as to bring in right
       audience at right locations and the right time.
       Now if the film indeed turns out to be yet another sleeper
       success, it could well prove to be a case study for right
       marketing, promotion and placement of offbeat, yet entertaining
       films.
  HTML http://www.bollywoodhungama.com/movies/features/type/view/id/5643
  HTML http://www.bollywoodhungama.com/movies/features/type/view/id/5643
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