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The ticket sales for those June 1 screenings were so impressive that Marchetti and Hurtado soon expanded their encoRRRe plans. They hoped that the event would create what Marchetti called “new evangelists” who could widen the movie’s reach from a few hundred fans to tens of thousands across the country, with some help from social media and the hashtag #encoRRRe.

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Kyle Buchanan is covering the films, personalities and events along the way. The Projectionist Chronicles the Awards Season The Oscars aren’t until March, but the campaigns have begun. Together, the two contacted Sarigama Cinemas to collaborate on a one-night-only theatrical revival of “RRR.” He had previously helped international film festivals program the South Indian hitmaker Rajamouli’s surreal 2012 action fantasy “Eega” (Telugu for “The Fly”).

Hurtado, the main consultant at the independently run Potentate Films, also felt the movie had universal appeal. Marchetti, who had previously booked contemporary Indian movies at the now-closed ImaginAsian theater in Manhattan, saw the film’s potential crossover appeal after repeatedly watching it with enthusiastic audiences in March. involves a rare relaunch - sold to moviegoers as an “encoRRRe” - by Variance in conjunction with an independent consultant, Josh Hurtado, and Sarigama Cinemas, the movie’s original distributor. The story of how “RRR” broke through in the U.S. The president of the distributor Variance Films, Dylan Marchetti, estimates that most of the “RRR” ticket buyers had never before seen a production from Tollywood, the film industry that caters to audiences in Andhra Pradesh and Telangana, where Telugu is the main language.