Rasika Dugal starrer Fairy Folk launches online distribution platform in India, allows viewers to pay any amount they like

The creators of the magical realist drama "Fairy Folk" have taken a bold step in film distribution with the launch of their official website, where audiences can now watch the film and pay any amount they deem fair. This pioneering model is a first in India, setting a new precedent in the film industry.

Directed by Karan Gour and starring Rasika Dugal and Mukul Chadda, "Fairy Folk" had its limited theatrical release in March 2024. The film quickly gained a following through word of mouth, thanks to its unique storyline and compelling performances. However, despite its growing popularity, the film faced significant distribution hurdles. These challenges included its premature removal from cinemas and the reluctance of major digital platforms to showcase independent films, which often struggle to compete with big-budget productions.

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In response to these challenges, the team behind "Fairy Folk" decided to take an innovative approach. They launched their own dedicated website, offering the film directly to viewers. This platform allows audiences to pay any amount they feel is fair, democratizing access to the film and ensuring that it is available to everyone, regardless of their financial situation.

Rasika Dugal, reflecting on her experience with the film, expressed her pride and excitement. "Working on an improvised film like 'Fairy Folk' has been one of my most fulfilling experiences as a performer. I feel proud that, with this film, we have tried something new every step of the way - from experimenting with an entirely improvised film to producing it ourselves, to securing a theatrical release for an indie film; and now, finding our own way to distribute it! This has been a truly independent experience. I'm thrilled that we can now present our labour of love directly to audiences, allowing them to support us in a way that feels right to them," she said.

Director Karan Gour also shared his thoughts on the innovative distribution model. "Creating 'Fairy Folk' was a journey filled with both joy and immense challenges," said Gour. "The struggles of independent film distribution are real, but we're excited to bring our film directly to the audience through our website. This approach not only democratizes access but also supports the spirit of independent filmmaking."

"Fairy Folk" delves into the complexities of human relationships through the lens of magical realism. The film tells the story of a genderless woodland being that disrupts the lives of a couple, leading them on a profound journey of self-discovery and transformation. The film's unique narrative and the method of its creation make it stand out in the realm of independent cinema.

The decision to allow viewers to pay any amount they feel is fair is a revolutionary move in the Indian film industry. It challenges the traditional distribution models and offers a more inclusive way for audiences to engage with the film. This model not only makes the film accessible to a wider audience but also aligns with the spirit of independent filmmaking, where the primary focus is on the art and the message rather than commercial success.

The response from the audience has been overwhelmingly positive. Many viewers appreciate the opportunity to support independent filmmakers directly, and the flexible payment model has encouraged more people to watch and share the film. This innovative approach has also sparked discussions in the industry about the future of film distribution and the potential for more films to adopt similar models.

"Fairy Folk" represents a significant milestone in independent cinema. By breaking away from traditional distribution methods, the filmmakers have not only ensured that their work reaches a broader audience but also opened up new possibilities for how films can be shared and supported in the future.