Even though the logistics of releasing a movie have vastly simplified in last few years, we still see production houses and overseas distributors bungling the release. This has become norm rather than exception.

Just a few years back, distributors had to load physical prints on flight and then ship to all the locations. Now, all the content is downloaded and prints are shipped from a processing center in US. This has led to many amateur distributors enter the market. Most of these “distributors” do’t take minimum care to market the product and make sure movie is exhibited in all advertised centers.

Savitri, Aado Rakam Eedo Rakam, Raja Cheyyi Vesthe all of these movies in the last few weeks have releases mismanaged in overseas markets. For all of these movies, press releases have been sent on Thursday morning that premiers are confirmed, but at the end of the day it turned out that there were no premiers.

For small movies, it is even critical to have Thursday premiers in US. Movie review and talk spreads by Friday morning US time and unless there is an exceptional talk for small movies, audience are not interested in coming to movie theaters. Where as for star movies an average talk also pulls audience to theaters.

Aado Rakam Eedo Rakam is a perfect case in point.  Though advertised, there were no premier shows on Thursday and on Friday morning most critics rated below 3. T360 rated it at 2.5. Due to this, the movie ended up as a huge disaster even though it turned to be a good money spinner in India.

This is a lesson to actors and production houses. Instead of giving movies to your friends, who masquerade as “distributors” give your product to a reputed overseas distributor how takes care of end to end movie logistics in overseas market.