DDLJ turns 15 at Maratha Mandir today

If thespian Dilip Kumar's film `Mughal-E-Azam' ran at Maratha Mandir for over six years, Shah Rukh Khan-starrer `Dilwale Dulhaniya Le Jayenge' has completed 14 years of continuous run at the same theatre. The film enters its 15th year on Tuesday at Maratha Mandir and the exhibitor is quite optimistic that the theatre will have a houseful board.

Managing director of Maratha Mandir, Manoj Desai, said, "The film completes 14 years in our cinema hall and we still get at least 60-70% occupancy on weekdays and a houseful board on weekend and holidays. Whoever claims that it is not doing well can come and check our cinema hall.''

Desai added, "Even Dilip Kumar's `Mughal-E-Azam' had a record run at Maratha Mandir before we took over the cinema hall. The film ran for nearly six years and the first three years in full shows. `Mughal-E-Azam' released in Maratha Mandir with bookings for seven weeks before the first show of the film.''

One of the main reasons DDLJ still gets an audience is the ticket pricing. Manager Ramesh Vajpayee says, "Balcony tickets are for Rs 22, Dress circle for Rs 20 and stall tickets for Rs 18.''

Desai said, "Yashraj gives us the rental and we do good enough business for both of us to be satisfied.''

Ramesh Sippy's `Sholay' ran at Minerva theatre for more than five years. `Sholay' was the first film to celebrate silver jubilee at over 100 theatres. The film released on August 15, 1975, and cinema hall did not open its current booking for nearly 75 weeks.

Trade analyst Amod Mehra recalls spending only Rs 2.50 paise to watch `Sholay' at Minerva. He said, "The era when films ran for weeks, months or years will never return. We don't even hear of a film completing a silver jubilee (25 weeks) at a cinema.''

Strangely, not many know that Ashok Kumar's anti-hero film, `Kismet', that released in 1943 ran for nearly three years in Mumbai and Kolkata theatres. It was with this film that Ashok Kumar became the most sought-after actor.