Antonowsky of the man who has been called the father of modern India. ''People under 30 don't know who Gandhi is,'' said Mr. As Columbia sees it, the studio's first and most urgent necessity is to educate potential moviegoers about the real history the actors are portraying. ''Gandhi,'' which will run three hours and 20 minutes, including an intermission, stars Sir John Gielgud, Martin Sheen, Candice Bergen as the photographer Margaret Bourke-White and Ben Kingsley - a half-English, half-Indian star of Britain's National Theater - as Gandhi. But those premieres will be only the midpoint in a marketing campaign that has already started and will not end until after ''Gandhi'' reaches theaters in most American and foreign cities to coincide with Academy Award nominations next February.

During the last week of November and the first week of December, Sir Richard Attenborough's ''Gandhi'' will have its premieres with pomp and ceremony in New Delhi, London, Washington, New York, Toronto and Los Angeles.

''As an event,'' said Marvin Antonowsky, president of distribution at Columbia Pictures. But how do you sell a $22 million epic about the life of a prophet of nonviolence who was assassinated 34 years ago? Any movie starring Robert Redford and Jane Fonda, Burt Reynolds and a case of beer, or a group of adolescents discovering sex almost sells itself. To the studios that make or distribute them, different movies present different problems.

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