Video Editor: Purnendu Pritam
The Anand Mandir cinema hall in Varanasi is called the Mecca of Bhojpuri films.
Bhojpuri movies are guaranteed superhits here. The single-screen theatre opened in 1965. When it began, both Bollywood and Hollywod films were screened, and they turned in huge profits. But after 2004, only Bhojpuri films have been shown here. Since then, their magic has remained.
Film exhibitor Alok Dubey says that the reason for Anand Mandir’s popularity in Varanasi is that it has adapted to the times and even incorporated new technology.
“The business of Bhojpuri films takes place here in a different manner. Even ordinary films perform well here which has led to people believing that if a film starts from Anand Mandir, they will get a good opening. ‘Sholay’ ran for 52 weeks here. Eight films have completed silver jubilees here. We have tried to change ourselves with the times. In 2004, we screened the film ‘Sasura Bada Paisewala’, which ran for 32 weeks. Then we realised that Bhojpuri films have great potential here.”Alok Dubey, Film Exhibitor
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“Often, MPs and MLAs get involved and exert pressure to screen cetrain films of their acquintances. There have been films that have hardly made any money in the business circuit. But when they are screened at Anand Mandir, they do good business.”Lalit Agarwal, Owner, Anand Mandir
But single-screen theatres are suffering in the time of multiplexes. Both single screen movie halls and their audiences are dwindling but people wait eagerly for films in Anand Mandir.
“For the Bhojpuris, Varanasi means Anand Mandir and Anand Mandir means Varanasi. Viewers believe that if a movie is exhibited in Anand Mandir then it must be good.”Rajkumar Pandya, Bhojpuri Film Director
People from the Bhojpuri film industry believe that no matter the budget of the film or the banner producing it, if the film’s premiere doesn’t happen in Anand Mandir, then it will be unlikely to perform well. Many production houses book the movie hall just as they are making the film
For 53 years, the 'Anand' of entertainment has been kept alive here with BhojpurI films.
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