Firefly director Vamshi: Releasing a film in theatres is a risk for a newcomer at any time of the year

If the team of the Kannada film Firefly had stuck to its initial plan, the film would have been a Deepavali 2024 release. However, Niveditha Shivarajkumar, the film’s producer and director Vamshi, took the call to push Firefly ahead indefinitely, as there was uncertainty about the possible release schedules of films like her father’s Bhairathi Ranagal (postponed from August 15 to November 15), Martin, UI and Max. 

Amid these biggies, Niveditha was not keen to squeeze in her film, and although she wanted a December release for Firefly, her father’s ill-health and US trip for surgery that she accompanied him on, meant that Firefly had to be pushed to 2025. While Shivarajkumar returned in late January and took another month and a half to recuperate from the effects of the bladder reconstructive surgery, the film’s release was then fixed for April 24, which is a good date for the family, given that it is late matinee idol Dr Rajkumar’s birthday.

Vamshi explains the April 24 release of Firefly

However, if the report of the box office of Kannada films from January to March end are anything to go by, Sandalwood is going through yet another slump, with audiences rarely stepping out for movies. Given that there were more than 70 films, they could not really be blamed, one could say. But why did the team of Firefly choose to hit theatres at a time like this? It is, after all, IPL season.

Vamshi reckons that for a newbie like him, a release at any point of the year is a risk. In a conversation with Kannada Filmy Club, the debutant filmmaker explained that January and February are generally released for the big releases from other languages, like the Sankranti/Pongal movies from Tamil and Telugu and then the Valentine’s Day films from across the globe. February to March is then exam season, followed by 2 and a half months of IPL. June and July are monsoon months, and hence not conducive.

By August, Vamshi says that it’s time for all the patriotic films for Independence day, and then, yet again, big-ticket releases in September, October, November and December for festivals like Ganesha Chaturthi, Dasara, Deepavali and Christmas. Amid all this, there are very few windows available for small-time films, he reckons.

“Small films have to take risks, plan and come to the theatres. Summer holidays is the best time, then. Audiences will probably watch the night matches of IPL and then again, they don’t watch all matches. They follow specific teams and only watch their encounters. Families may still head out for movies during the day, as the kids have holidays,” says Vamshi.

With April in mind, the initial plan was April 10-11, but with 3 Kannada films already vying for the date, they chose not to squeeze in, and moved to the last weekend. Niveditha was keen on a Thursday release, and as luck would have it, this turned out to be Annavru's birthday as well.