Reaching Gujarati youth with English fonts

Shedding its image as one of the least fancied industry in the country, Gujarati films are gradually luring the state’s youth to cinemas, thanks to new ideas, fresh talent and several radical improvements.

The latest effort by some filmmakers to print the titles on the posters with English fonts instead of Gujarati is proving effective in reaching out to the youth. 
 
Abhishek Jain, whose directorial venture Bay Yaar (Two Friends) is scheduled to hit the screens this month-end, told Deccan Herald that a large section of Gujarati film buffs, especially the youth, are accepting this change.

“There is awareness when posters are printed with English fonts,” Jain, whose Kevi Ritey Jaish (How to Go) particularly made waves with the youth, said.

“You could see this awareness even on social networking. Though the title is in Gujarati, the font is English and that has a particular reach and affinity among potential moviegoers,” he added, pointing out that English fonts also help reach Gujaratis staying outside of the state who may be fluent speakers but have problems in reading and writing in the language.

Jain said if the industry manages to sustain the interest of young filmgoers, it would succeed the way some of the regional language industries such as Marathi have done in recent times. “Marathi films have started to pick up (commercially) in recent times.  I am sure the Gujarati industry would progress the same way,” he said.