Akshay Kumar and multiplex joins hands to organise ladies-only screenings of Pad

Sonam Kapoor and Akshay Kumar

By signing a film like PadMan, Akshay Kumar took the first step towards destigmatising menstruation - a topic that has unfortunately been taboo in India. The actor and his producer wife Twinkle Khanna were certain that the R Balki-directed film would initiate a much-needed dialogue on menstrual hygiene. Now, in a bid to promote the cause further, the makers have tied up with a multiplex chain to organise all-women screenings of the film.

Taking Kumar's vision ahead, PVR Cinemas has arranged exclusive all-women Pad Man shows that kick-start today and will run till February 15. The special screenings, which will have women patrons enjoy the Sonam Kapoor and Radhika Apte-starrer free of cost, will be arranged across metros like Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad among others.

Turns out, it was an idea that Kumar and the makers were toying with, right through the development of the film that is based on social entrepreneur Arunachalam Muruganantham, who devised a low-cost sanitary pad-making machine. Given the subject of the film, the actor was of the opinion that it should reach as many women as possible. Aware that the prohibitive prices of tickets could be a deterrent, the team decided that the social drama be screened for the female audience free of cost on the chosen dates.

Confirming the story, Vivek Krishnani, MD, Sony Pictures, co-producers of the film, says, "It's our way of expressing gratitude for the incredible love and support the film is receiving." Gautam Dutta, CEO, PVR Cinemas, says, "We are happy to collaborate with the team of Pad Man for this unique initiative. The movie has been successful in garnering good response from the audiences, and we hope that it continues to inspire everyone."

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