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Marathi cinema is now mostly a sad joke, squashed by Bollywood's fraternal embrace: most of its talent-such as Nana Patekar-has long been absorbed by Bollywood and even big families including the Thackerays, which supposedly take pride in Marathi ethos, produce only Hindi films.As Marathi film distributors are non-existent and multiplexes shun them, producers are forced to directly release films into single-screen theatres.Despite the presence of renowned directors like Amol Palekar and Jabbar Patel, Marathi cinema suffers from a serious loss of credibility."They are still stuck in the pre-liberalisation, pre-globalisation era of Indian cinema," says Rane. "They haven't been able to address the world language of cinema."When Sawant and his actor-producer Nalawade started out over two years ago, they wanted to make a truly international film, a crossover Marathi film if you will. They met more than 150 financiers and industrialists to raise the budget of over Rs 60 lakh for the film.They were frequently questioned about the movie's "serious subject" and its brief 106-minute running time. They were also piled with loads of free advice which mostly centred on inserting a few songs and comedy sequences to lighten up the script. But they would have none of it."We knew we would be running up against a wall of criticism," says Nalawade. "But we had already decided to break that wall." When the film was finally released in the year 2003, they had just one print which had to be carted by the film unit from theatre to theatre.Sawant eschewed the usual print and promo publicity for guerrilla marketing and word-of-mouth campaign through numerous public screenings, a successful strategy that has helped the film recover its costs and nudge past the silver jubilee week in Mumbai and Pune.It has become the first Marathi film to play in all of Pune's three multiplexes and the rump film industry is rallying around, calling it the renaissance of Marathi cinema. 153554b96e
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