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India Today
4 days ago
- Entertainment
- India Today
Director Ashwin Kumar on Mahavtar Narishimha success: Audiences spoke their hearts
Director Ashwin Kumar's 'Mahavatar Narishimha' has made an impressive mark at the box office, collecting over Rs 169 crore in 16 days. Speaking exclusively to India Today, Kumar described the achievement as 'overwhelming,' highlighting the unpredictable nature of box office talking about the same, he said, 'When a film like this does Rs 100 crore in its first week, it's overwhelming. Honestly, it's very difficult to predict how big something will become. But the people have spoken, their hearts have spoken, and once faith is restored, there's no stopping it. We are the most diverse land of faith in the world, and perhaps the cultural resonance and spiritual connection touched people deeply. Did I think it would become this big? I knew something special would happen because the subject is powerful, but imagining it at this scale was difficult. Now it's begun to roar, and I'm curious to see where it goes.'advertisementHaving said that, Kumar explained what made the film different, He added how the audiences were treated to a unique animated experience, unlike anything typically seen in Indian cinema. He stated, 'I believe audiences were given a grand, otherworldly animated experience, something Indian cinema has rarely done. Our cinematic lens of Bharat and the industry that we have hasn't really embraced large-scale, sci-fi-like worlds. Some films have the nitty gritty of it, but a full feature hasn't, and I think that is what has resonated with the audience. Animation here is often seen as something for children or cartoons, but with this film, we broke that mindset. Of course, there is violence in the film, but the film's style is age-agnostic—anyone can watch it as a cinematic experience, and I think that is what is catching up with people.' The director then emphasised the broader significance of this success for the Indian animation industry. 'This success should open doors for more animation films. Producers and creators need to understand that animation is a powerful medium—Hollywood, China, Japan, and Korea have shown this for years, often with animated films outperforming live action. In India, sadly, that hasn't been the case until now. I hope this film inspires producers to treat animation as seriously as live action. Also, the makers should understand animation to be at par or more than live action," he why animation was the ideal medium for 'Mahavatar Narishimha', Kumar explained, 'For certain stories, especially fantastical ones, animation is the natural choice. For 'Mahavatar Narishimha', live action wouldn't have captured the scale, Narasimha Swami with eight arms, cosmic battles, entire universes collapsing. Animation allows you to go beyond live-action boundaries; your only limitation is your imagination. And no, you don't need star power if your content resonates. Whether or not a celebrity is involved, if the story connects, people will come.'Reflecting on the personal challenges and commitment involved, Kumar said, 'I gave everything, physically, mentally, emotionally, and financially. For me, it was always do or do, die; death was never an option. When I am in, I am all in. Yes, did things get heavy, did it weigh me down? It did. But my faith in Narasimha Bhagwan again and again got instilled. With his divine presence, he gave me strength. I have always felt protected by him, and that kept me going.'advertisementFurther the director addressed speculation about the film's budget. 'There have been rumours that the film was made under Rs 15 crore, but the actual budget was Rs 40 crore, including P&A, which is still increasing with worldwide promotions. Yes, it shows that even with a smaller budget, you can create something spectacular if you're committed. The only thing that can stop you is yourself,' he director also shared some of the most moving feedback he has received from viewers, stating, "The most touching feedback has been from people who had lost faith, some even feeling suicidal, who said the film brought their faith back. I've received messages from specially-abled children narrating the story. That connection—that it has touched hearts—is the real success.'On the film's performance amid other releases like 'Saiyaara', 'Son Of Sardar 2', and 'Dhadak 2', Kumar emphasised that competition was never the intention. He said, 'For any producer, it takes a lot—and a lot of courage—to create something like this. My producers, including my wife Shilpa, Apar Group, and Hombale Films, have done a great job carrying this film. But it was never our intent to throw anyone off guard. It just so happens that the people have spoken.'advertisement'This is a story of Bharat. From my heart, I'm giving it to the people of Bharat. It's not my film anymore—it's your film, everyone's film. You embrace it and take it to the pedestal where it deserves to be. I'm not saying other films are bad for any reason—it's just that audiences are embracing this right now. Saiyara has done good business, too, and people are embracing that film as well. I haven't watched Saiyara. But I'm not looking at it as competition. My perspective is simple—I have a story to tell, one that resonates deeply with my heart and soul. I know it will connect with your soul and with many others. That's all I'm here to present,' the director speaking exclusively to India Today Digital, Chaluve Gowda, co-founder of Hombale Films, expressed his happiness seeing the success of 'Mahavatar Narsimha'. The makers also confirmed that work on the upcoming film, 'Mahavatar Parasuram' has already begun.- Ends
India Today
31-07-2025
- Entertainment
- India Today
Son of Sardaar 2 caught in crossfire as Saiyaara, Mahavatar Narishimha rule screens
Actor Ajay Devgn's 'Son of Sardaar 2' is caught in a screen tug-of-war as ongoing hits 'Saiyaara' and 'Mahavatar Narishimha' continue to dominate theaters. With limited space and multiple distributors at play, the film's release strategy has become a topic of heated industry conversation. Trade expert Taran Adarsh and trade exhibitor Akshaye Rathi weigh to India Today exclusively, Taran Adarsh said, "The thing is, these two films are doing so well—obviously, the exhibitors aren't going to let go of the theatres. They're not going to release the screens. Even the distributors will feel the same, whether it's Anil Thadani for 'Mahavatar Narishimha' or Yash Raj for 'Saiyaara'. So why would they want to let go of screens? They'll want to retain them, obviously."advertisementAkshaye Rathi echoes the sentiment, while also emphasising how audience demand plays a bigger role than many assume. He said, "I think the programming of films is often misunderstood. People assume it's the exhibitors or distributors who decide what plays and how often. But in reality, it's driven by demand and supply — it's the audience that decides. Our job is to respond to that demand." While 'Dhadak 2' is expected to have a limited rollout, 'Son of Sardaar 2' was banking on a wide release to recover costs. "'Dhadak 2', I can understand, is a compact release. It's not going wide. But 'Son of Sardaar 2' is a very big film, and it needs that kind of screen count and showcase to recover its cost. Let's see what happens—the talks are still on," Adarsh to Rathi, accommodating all three films might be tricky, but not impossible. He further said, "If advance bookings show greater interest in 'Saiyaara' or 'Dhadak 2', naturally, those films will get more shows. The same applies to 'Son of Sardaar 2'. But yes, given the timing and the fact that 'Saiyaara' will be in its third week, I'm not sure if there's space for all three films — but certainly for two."Despite ongoing negotiations, the battle for screens remains intense. "It's going to be a very divided scenario. You can't really pinpoint a number—30%, 40%, it's hard to say—because a lot of distributors are involved at the same time. The marketplace is very crowded. The good thing is that 'Saiyaara' and 'Mahavatar Narishimha' are both doing excellent business. So, it's going to be a tough fight to get screens and shows. Not just in Bombay or the urban centres, but even in tier-2 and tier-3 cities. It'll be a tough call, especially for single screens," Adarsh however, points out that Saiyaara and Son of Sardaar 2 may not be directly competing. The exhibitor said, "The good thing is 'Saiyaara' and 'Son of Sardaar 2' cater to very different audiences. 'Saiyaara' is popular among the 14–23 age group, while 'Son of Sardaar 2' appeals more to viewers in their late 20s to early 40s. So they're not really competing for the same crowd."advertisementAdding to the surprise is the promotional strategy being adopted. A discount scheme offering Rs. 200 off has raised industry eyebrows. "Honestly, I don't know if that really helps. For a big film, I don't understand what the strategy is to woo the audience. I can understand this kind of offer for 'Saiyaara' or 'Dhadak 2', if at all it's happening. But for a film like 'Son of Sardaar 2', which is a big, big film, with big money involved—to give 50% off up to Rs. 200 off on Friday—it raises eyebrows," Adarsh disagrees with the notion that such offers dilute a film's value. "These are standard marketing tools to generate demand. Higher demand leads to more shows and screens. It's not unusual, and even the biggest films have used these tactics. The goal is to get people into theatres — whichever way works," he went on."'Saiyaara', for instance, had discounted tickets and a buy-one-get-one offer on opening day, and it's gone on to become a massive hit," Rathi 'Saiyaara' shows no signs of slowing down. Adarsh said, "The day-wise numbers have also been huge. And if you see the trend over the weekend, I'm sure this weekend, despite two prominent releases, it's going to be a huge weekend for 'Saiyaara' again."Rathi agreed and further said, "The craze of 'Saiyaara' isn't slowing down anytime soon. We're all hoping the momentum continues, with films like 'Son of Sardaar 2' and 'Dhadak 2' pushing it forward. Fingers crossed!"As for the film's potential lifetime numbers, Adarsh estimated, "It can go anywhere between Rs 375 crore– Rs 400 crore, depending on how the two new releases perform at the box office. But at the moment, it's a tough fight between all the films."However, for upcoming big-ticket films Rathi remains confident. he said, "As for War 2 and Coolie, I don't think any of this will affect them. August 15 is still some time away. Before that, we have Kingdom and a few others. I think we'll be just fine."'Son of Sardaar 2' and 'Dhadak 2' are scheduled for a theatrical release on August 1, 2025.- Ends
