UTV is taking a new path with the release of their new film Metro, starring Shilpa Shetty and Shiney Ahuja. Since the film depicts several stories straight from life, the producers have decided to screen the film without an intermission in the international market.
"Metro is structured on the lines of an international film. Since the length of the film is concise [2.09 hours], we've taken the decision to screen the film in U.K., U.S.A., Australia and other markets without an intermission," Ronnie Screwvala, the head honcho of UTV states.
However, in the domestic market an intermission card will still be flashed, as viewers in India are used to the break during a Hindi film.
Additionally, release strategy UTV has decided to adopt for Metro is very similar to the one Fox Searchlight use for The Namesake in U.S.A. and Rajshri took for Hum Aapke Hain Koun and Vivah in India.
In India UTV plans to release 190 prints of Metro for the opening week, then add another 40 prints in its second week. "We're supremely confident that METRO will go stronger with each passing day and like The Namesake, we plan to increase the screens gradually," Ronnie adds.
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