'JOGI' JAATHRE
Vijayotsava On 100 Days

Report by - CNB                 Photo - K.M. Veeresh                           Date -23rd November  2005 

The mega hit Kannada film 'Jogi' starring Shivrajkumar, Jennifer Kothwal, Arundhati Nag in the lead roles produced by Ramprasad and Krishnaprasad of Ashwini Recording Company and the hat trick director Prem is celebrating the 100 days event in a lavish style spending Rs.75 lakhs on the two days event at Bangalore Palace on 26th and 27th of November.


The new film from Ashwini productions would be announced on 27th evening. This is the most curious point for everyone. Ashwini Ramprasad and director Prem are tight lipped on this new venture. But either 'Dove' or 'Yee Preethi Yeke Bhoomi Mele Idhe' would be announced. Whether Prem is the hero? A big smile is noticed on the faces of Ramprasad and Prem

• Amitabh Bachchan and Rajanikanth are likely to be the special attraction of the 100 days event at Bangalore Palace on 27th.
• Dr.Rajkumar, Ambarish, Vishnuvardhana, Smt.Parvathamma Rajkumar are taking part on the 27th function and the entire industry of Kannada film is invited for this event on the occasion of 100 days of 'Jogi'.
• 15 songs will be from Jogi, Excuse Me, Kariya, Namma Basava and others. Gurukiran the ace of Kannada film music is heading this cultural evening.
  Yana Gupta who figured in the item song will be arriving to dance for the same item song on stage on 27th of this month.
• 500 mementos for those who worked for Jogi would be presented. This has been designed by multinational company Identity in consultation with Prem. The 'Jogi' Jolige is not missing here also.
• Each memento cost Rs.1500. On 26th the media would be honored.
  Jogi 100 days in 45 centers. In Bangalore it is completing 100 days in 15 theatres.
  
• The print initially 72 at a cost of Rs.60 lakhs has increased up to 92 now.
  
• In not even a single place there is deficit news from the theatre. The marketing strategy applied from this film 'Jogi' is perhaps the lesson for others. In Telugu,
• Tamil belt the response for Jogi is tremendous.
  
• The Telugu rights of the film have been sold for the RS Productions.
  
• There are examples of Jogi film shown for six to seven times a day.
  
• The publicity expenditure of Jogi Kannada film is Rs.1.5 crore at the 100th day.
  
• The budget of the film is somewhere between Rs.3.5 to four crores.
  
• For the 100 days event 1 lakh people are expected on 27th November.
  
• Already in 15 theatres the free passes have been issued from last one week. That is one pass per ticket. 2 lakh passes have been printed.
  
• There will be four entrances - Hodimaga, Ello Jogappa, Chuku Buku Railu and Elu Male Madesha are the starting points for public.
• From 15 theatres in Bangalore after 100 days - that is on 25th of this month the film will be withdrawn from 12 theatres to accommodate other Kannada films. In only 3 prominent theatres Jogi will be running after 100 days in Bangalore.
  Jogi sustained all the odds. The big films like Namma Basava, Auto Shanker, Amritha Dhaare, Deadly Soma could not bring down the revene flow for Jogi.
  ETV has procured the rights for the 100 days event. It will telecast the event next week.
  
  THE MAKING OF 'JOGI'

• The first venture thought was 'Dove' by director Prem and Ashwini Ramprasad. When 'Jogi' title was approved and story was decided the Shivrajkumar call sheet made all the difference. The feel that never ends has actually started from that day for the production house.
  
• 'JOGI' is the antique piece today says Ramaprasad.
• Ashwini audio had stopped buying the film audio rights. It was depending on the basics sale of audio and managing from the post production facility it offered.
  Ramprasad sat with his brother Krishnaprasad and discussed on the budget of 'Jogi'. Rs.60 lakhs said Ramprasad and it was finished for two songs shooting.
  Ramprasad discussed with his brother again and said it will be around 20 to 30 lakhs extra. The shooting went on for 70 days and it was in two shifts the shooting was held for 'Jogi'. By that time nearly two crores was spent.
• For the shooting in Rajasthan only a few important have been sent by air. I and the rest of the team went by train.
• The industry did not encourage at the making of 'Jogi' in the beginning. You would close down your Ashwini Recording Company they said. The reason because Anand Audio burnt a few crores from a Shivrajkumar, Priyanka and Jayamala starring film 'Rowdy Aliya'. We did not hear to the comments made. That is because my brother Krishnaprasad had a strong will power.
• When the idea was mooted that is we should sell the rights of the film. There was stiff resistance from my brother. Again his will power and determination counted for today's success.
• On the muhurut day of 'Jogi' those who condemned, later started telling we would earn a minimum of Rs.1 crore profit.
• The people said I am carrying a horse, donkey, goat, lamb behind me. But the same people in the industry started reversing their statements. But we would know that we are doing the right job with sincerity and discipline.
• Prem of course was our first trump card. Even to this day every move is decided by Prem. That much of confidence we have on him.
• From 'Jogi' several records have been broken. Firstly we got back the investment made on the film from audio and CD sale.
• Nearly 8 lakh cassettes and 2 lakh CD's have been sold so far. We have not changed the pricing of it after the success of the film. We have not bothered to know anything about the piracy. Platinum disc would be given for the music director, singers and dealers.
• The market of Kannada films have been studied in the nook and corner of Karnataka.
• In a pocket where Rs.20000 is the highest price it had earned nearly 5 lakhs of rupees. We had no fixed hire. Everything was on rent basis. Nearly 180 theatres in Hubli alone asked for Jogi and most of them have screened the film returning the biggest share after Bangalore for the production house.
• We have appointed our own representatives to check that tickets are issued for screening of Jogi film. That has actually shot up the revenue.
• We have promised to take up the work of an 'Arch' at Ajjayya temple in Ukkadagathri.
• The post production done at our own Recording and dubbing studio has been of great help.
• The private satellite channel has come forward to give Rs.72 lakhs, the highest so far for the television rights of 'Jogi'. The demand of Rs.1.08 crore is now placed.
• In Bangalore, Kolar, Hubli and Mysore the collection is 1:10.
• Nearly 100 plus representatives have been created in the rural areas. All of them have been looked after very well on a daily bata of Rs.250. In some of the theatres there were two representatives.
• The publicity posters have crossed over five lakh prints.
  Tata four wheeler vehicles have been used.
• Fixed Hire system has been completely removed.
• The 'Making of Jogi' book is planned on the occasion of silver jubilee of the film.
• My life style has not changed. It is as it is. We are banking on non film audio market.