SRINAGAR, AUGUST 08: After seeing the sterling success of ‘Laila-Majnu’ at INOX Srinagar, Imtiaz Ali has announced the theatrical re-release of Triptii Dimri’s Bollywood debut ‘Laila Majnu’. Also starring Avinash Tiwary in the lead, the romance drama directed by Sajid Ali will re-release on Friday, August 9 in India. Imtiaz Ali who penned the script shared a handwritten list of the cinema halls where the movie will be re-released countrywide. He further stated “Laila-Majnu back on popular demand!!! Gratitude to your love that pulled it into theatres after six years. Re-releasing in Cinemas nationwide” on his Instagram handle.
The fairy tale saga began when INOX Srinagar decided to screen the film due to popular demand. The film that has been shot entirely in Kashmir is Directed by Sajid Ali and produced by Preeti Ali, Ekta Kapoor and Shobha Kapoor. Tripti Dimri made her Bollywood debut in this movie alongside Avinash Tiwary (known in Kashmir only by his screen name ‘Qais Bhatt’). The film was released in 2018. It did not do well initially, but, went on to become a cult hit on other platforms. On August 2nd, INOX Srinagar took a leap of faith and decided to screen the movie. “For the first time in my life, I saw a houseful show of my film” said Sajid Ali. The response was beyond imagination. Public demand on Friday quickly persuaded the cinema to add a show each on Saturday and Sunday. Not only were all shows sold out. Another show added at 8 PM (late by Srinagar’s standards) saw a 70% occupancy. On social media too, the news snowballed. Pleasantly surprised Vikas Dhar, the owner of Inox Srinagar, notes that “We have limited followers for Inox Srinagar on Instagram. When we announced on our page that we are releasing Laila Majnu, it went completely ballistic! The views were in lakhs and most of them were from the rest of the country. They were asking, ‘Why only Srinagar? Humne kya galti ki hai’!” Offline unprecedented scenes were witnessed in Kashmir: Qais Bhatt and other cast members were mobbed by eager audiences and autograph seekers. Seeing the incredibly euphoric scenes the producers were left with no choice but to rerelease the film after the outburst of love from Kashmir.
Commenting on this euphoria, Vikas Dhar said, “INOX Srinagar is not just a multiplex, but an endeavour to revive a culture of wholesome entertainment. Our unwavering belief of vocal for local made us back the film even though the decision made little business sense. Our motive was to show the movie on the big screen in Kashmir as we did not have theatres here in 2018 and to showcase local talent and prove to audiences in Kashmir, and the country at large that we are second to none in talent and quality. I am quite happy that our faith has been rewarded. Love from the people of Kashmir made this re-release possible. Inox Srinagar made it possible”.
Vikas Dhar further went on to say “I today would like to give a huge shout-out to all the actors, the line-producer, the behind-the-scenes personnel- All the Kashmiri’s who worked on this movie. In 2018 it was not very conducive to make a good movie let alone a cult hit, but, all of you rose to the challenge and today everyone can see that it has stood the test of time and you can finally view it on the big screen in your own hometown. You deserve all the love and more. May your movie continue to shine and may your message of ‘LOVE’ spread not just in the country, but, internationally as well”. Mir Sarwar, RJ. Rafiq, Khawar Jamsheed, Sumit Kaul and many others acted in the movie. Khawar Jamsheed was also the line producer. In the end Dhar said “We don’t need any further validation. I eagerly await the screening of the next superhit film made in Kashmir by Kashmiri’s”.
