MUMBAI: Production house Balaji Motion Pictures will expand the number of screens showing The Dirty Picture to 100 in a bid to penetrate deeper.
Said Balaji Motion Pictures, Distribution and Acquisition head Girish Johar, “The movie is doing well. We have almost thrashed a deal to increase the number of screens the film is showing from around 40 to 100 from this Friday.”
To a question as to why was the home video rights given at a time when the film was still going strong, Johar quipped, “ Normally, the home video rights are given away after the fourth week and our film is already six weeks old. We decided to bring out the film on home video for we knew that people will lap it up and in the process, we would be able to monetise on that front too.”
The Dirty Picture, which released worldwide on 2 December in Hindi, Tamil and Telugu, has Vidya Balan, Naseeruddin Shah, Emraan Hashmi and Tusshar Kapoor among others.
