So much so that if the content is strong, the film draws viewers in huge numbers. 'Viewers understand the content, whether it is a regional movie, a Bollywood movie or a Hollywood movie. The scripts need to be innovative and appeal to the younger generation and of course, marketing and other outreach exercises need to be carried out to make a hit. Content is kingĪctors, producers, directors, distributors, and other stakeholders in Gujarati cinema are unanimous about one thing and that is that content drives good Gujarati cinema. It is still a start when seen in the light of how they fare since the 1980s. As of the 60-odd movies that were released in past two years each, only a handful have succeeded at the box office. While many Gujarati filmmakers are laughing all the way to the bank, stakeholders say there is a long way before anyone can claim that a new era has begun in the industry. The trend, that began with Abhishek Jain directed ' Kevi Rite Jaish' in 2012, continued with super hits like ' Be Yaar' (2014), Chhello Divas (2015), Gujjubhai The Great (2015), Wrong Side Raju (2016), Thai Jashe (2016), Karsandas Pay and Use (2017), Chal Man Jeetva Jaiye (2017), Love Ni Bhavai (2017), Gujjubhai – Most Wanted (2018), Sharato Lagu (2018), and finally Chal Jivi Laiye (2019). But, in 2012, the winds changed direction. While the film was acclaimed critically, it failed to gain commercial success. The urban audience was not drawn in though.īetter Half, produced by Ashish Kakkad and released in 2008, was the first proper attempt at drawing in an urban audience. With a dedicated and a loyal following, his films ran houseful in all smaller centres. The same time also saw the emergence of Vikram Thakor as a superstar. The rise in popularity of Hindi movies, the monotonous content in Gujarati movies and a rise in Television programmes were some of the reasons for the downturn.įor the last twenty years, Gujarati movies, more or less, used rural background settings. Once a thriving industry, Gujarati films started witnessing a steep decline from the mid-1980s, which continued for the next two decades or so. Of late, Gujarati movies are doing good at the box office,' admitted Rakesh Patel, director of Wide Angle multiplex in Ahmedabad. 'It has been three weeks in succession that Chal Jivi Laiye is running houseful in multiplexes. They seem to be have been given a new lease of life, both in Gujarat and Mumbai, as can be seen by the collections at the box office. Gujarati movies have been bitten by the 7-year itch but in quite the contrary direction.

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