Saunkan Saunkne producer Jatin Sethi of Naad Studios explains how his decision to wait for a theatrical release and not jump on the OTT bandwagon is paying him rich dividends today
The next Punjabi film, Saunkan Saunkne, is set to release on May 13, 2022 and has generated a lot of hype. The excitement over the film drew attention to Naad Studios, the production house that backed this film, along with Ammy Virk, Sargun Mehta and Nimrat Khaira. Produced by Jatin Sethi, Saunkan Saunkne marks Naad Studios’ first production.
Jatin Sethi coming from construction field became a mainstream producer in 2017 and started producing web series and movies. Jatin Sethi says, “The filming of Saunkan Saunkne started during the lockdown and once the restrictions were lifted, we resumed filming and finished filming.
Being firm in its approach not to release its films on OTT platforms, Making this film was a huge risk, reveals Jatin Sethi, “A huge amount of our money has been invested. Also, due to the pandemic, there were fears about theatrical activity and audiences not being frequent in movie theaters as before.
Several films from the lockdown period have received offers from OTT platforms for straight-to-digital release and Saunkan Saunkne was no exception. Jatin Sethi, however, refused. He explains: “I had offers to sell the film directly to digital platforms and thus skip the theatrical release. However, I was firm to hold the exit and I had confidence in our film. It was supposed to be a theatrical release, after all. Also, when we saw the rough editing in the edit, it made us even more motivated to wait for a theatrical release. I was unfazed.
“Today is so awesome to see the teaser and trailer get millions of views. The feeling of watching the movie on the big screen is always mesmerizing. Our hard work has paid off. We can’t wait to see you at the cinema”, exults the producer.
Ammy Virk is all smiles when asked about the movie,” I was bombarded with messages from fans saying how much they loved the trailer. I can’t wait to see how they react to the film once they see it.
The next Punjabi film, Saunkan Saunkne, is set to release on May 13, 2022. The film is produced by Naad Studios in association with Dreamiyata.