K.P.Srikanth, the producer of the film Shiva and BKTC distributor PVL Vishwanath have been criticised by many film personalities for releasing the film in more number of theatres. Even many ardent fans of Shivaraj Kumar had raised objections to this measure implying that the film will exhaust large number of audience in the first week itself which would kill the prospects of a long run of the film.
But Srikanth argues that the decision made good business sense and a win win situation for both the distributor and producer. It also helped us to penetrate to theatres which were only releasing Telugu and Tamil films. We have released the film in Tirumala Agara which only screens Telugu films. I had personally taken Shivanna to Agara village and there was such a big reception for the entire team of Shiva. People there said that they have overwhelmingly liked the film. Likewise we have released in many theatres screening Telugu and Tamil films. We have released Shiva on terms which are advantageous to us. Yes, I agree that the present situation when the two big Telugu films flopped created a vaccum for theatres screening Telugu films. Since there was no big Tamil film release, even theatres screening Tamil films like Balaji in Vannarpettai, Mukunda and Vinayaka in Marthhalli were prepared to give the screening opportunity on our terms. We just seized this opportunity, but I am not sure whether the Telugu and Tamil screening theatres would have shown interest when big films were releasing simultaneously' says K.P.Srikanth.
Srikanth also says that in many number of theatres the film will run for only one week. "Shiva will; be removed after screening for a week in some theatres in Bengaluru. I have released in single theatres in many semi urban and rural theatres unlike Jogayya which was released in two theatres in centres like Malavalli, K.R.Nagar, Kollegal, Ramdurga, Hospet and other centres. This will help us getting more collections in these centres' says Srikanth.
'We are thinking of a different type of publicity in the second week. The post release publicity has received wide response as Shivanna, Raagini and Om Prakash Rao has been part of the publicity blitzkreig and many people speaking in live shows have appreciated the film' says K.P.Srikanth.
However some of the fans of Shivaraj Kumar seems to be unperturbed over the film getting released in large number of theatres. They are happy that the film has obtained a huge response.
"Shiva is a sure super hit. All my friends from fans associations of other super stars have telephoned to me saying that they have liked the film. This had not happened even during the release of Mylari.
The situation at the time of release of Jogayya was pathetic as many fans of other actors openly told me over telephone that they were disappointed to see Shivanna's 100th film made with such low taste and quality. Shiva's entertainment quotient seems to be much liked. It is Shivanna's superlative action and dances which have appealed lot of Kannada film fans' says Naren, a software engineer and a fan of Shivaraj Kumar.