Making a film that doesn't boast of the Kapoors or the
Khans? Or one that doesn't include designer costumes or shooting in
exotic locations abroad? No sweat. Established production houses are
ready to back you if you have an intelligent script, even if the budget
isn't sky-high. Deepali Dhingra speaks to industry experts to finds out
Has Bollywood finally realised that good things sometimes do come in
small packages and also that it's not the Khans but the content, which
is King? The success of small or low-budget films such as Kahaani,
Udaan, Pyar Ka Punchnama, Peepli Live, Tere Bin Laden, Phas Gaye Re
Obama among others in recent times, has not just worked wonders for the
film industry, it has made everyone sit up and take notice of the fact
that low budgets do not have to translate into low returns as well.
And while earlier, we did have small films being made, it is the
presence of established production houses and their support to these
movies, that has made all the difference in the way they have been
marketed and in return, received by the audience.
Right from Paan Singh Tomar, ABCD and No One Killed Jessica that were
produced by UTV Motion Pictures, to Mujhse Fraaandship Karoge and Mere
Dad Ki Maruti produced by Y-Films (a subsidiary of Yash Raj Films) to
Balaji Motion Pictures and Alt Entertainment's Ragini MMS, Dharma
Production's Gippi and more recently, Fukrey produced by Excel
Entertainment -- there is an endless list of small budget,
content-driven films that have set the cash registers ringing.
Ship of Theseus
In recent times, director Anand Gandhi's film Ship of Theseus caught the
attention of filmmaker Kiran Rao, and she decided to present it with
UTV Motion Pictures as the distribution partner. `It goes without saying
that the kind of infrastructure UTV could provide for the distribution
of the film, is something nobody could have managed,` says Gandhi, an
independent filmmaker and screenwriter based in Mumbai.
Kiran Rao's association with his project, he admits, has undoubtedly
lent a magnitude to the movie, which has already been critically
acclaimed at a number of international film festivals and is all set for
release on July 19. `With many stars turning producers themselves, the
choice has become limited,` opines trade analyst Taran Adarsh, `The
production houses have to keep going, so they are balancing the
big-budget films, with small films that too give good return on
investment. It's a great trend, and I only see it growing.`
Mere Dad Ki Maruti
Investing in the future
`Content has always been important, but it is true that today, movies
that deal with different themes and subjects are getting huge
appreciation from an audience that is hungering for great content. It's
an incredible time for filmmakers, artistes and studios and it is here
to stay,` says Siddharth Roy Kapur, managing director -- Studios, Disney
UTV. Ashish Patil, Business and Creative Head, VP, Y-Films says, `I can
think of three main reasons why we're seeing this trend. Firstly, there
is a consumer demand for fresh content that appeals to the youth.
Secondly, it is an industry requirement. There is too much dependence on
a few big stars and directors, and it's important to invest in the
future. And third, it's a business opportunity, where you create a
system where you're launching and creating future stars.`
ABCD
With the filmmakers pitching in all their might and support to these
films, it's a win-win situation for both studios and the audience.
Today, the audience is much more discerning when it comes to the film's
story and content. Along with other factors, exposure to world cinema
has widened their horizons, and they are ready to experiment with
interesting stories and talented artistes, who might not be
conventionally good looking.
Rudrarup Datta, head of marketing and operations, Viacom 18 Motion
Pictures, sees this scenario arising out of two factors. `First, the
audience is rapidly evolving and seeking different content and second,
our intention has always been to provide good content. If a good product
is marketed and promoted with enough weight behind it, then it will
prove itself at the box office,` he says.
Vicky Donor
A separate identity
While established production houses have put their weight behind
low-budget and often non-commercial films, many of them have started or
opened sub-divisions to look after these films. So while Balaji
Telefilms Ltd has a division called Alt Entertainment (that has produced
films like Love Sex Aur Dhokha and Shorr in the City) that makes films
that cater to younger audiences, Tipping Point Films is a banner that
was launched by Viacom 18 Motion Pictures, to tap the youth. Shaitan was
the first movie made under the banner. But the question that arises is,
why have these subdivisions if the parent banner already exists? The
logic, say studios, is to create an identity separate from the main
banner. Explains Datta, `Creating a separate banner helps us focus more
on the filmand its marketing. For example, I cannot market a movie
likeShaitan in the same way, in which I can market a Son of Sardaar,
simply because it's not the same kind of movie. For that, I have to
understand the consumer I'm targeting and market it accordingly.`
Fukrey
Y-Films, a subsidiary of Yash Raj Films, has made films like Mujhse
Fraaandship Karoge, Love Ka The End and more recently, Mere Dad Ki
Maruti. It was the brand values that YRF traditionally stands for that
would have come in the way, had they decided to bring out these kind of
films under the main banner. `Unlike any film studio in the country, YRF
is a brand,` says Patil, `When you think of YRF, you think of romance,
great music, great production values, beautiful locations, a beautiful
heroine among other things. Now, we may not be able to deliver the same
kind of scale or content with these smaller films. With Y-Films, we can
take the positive values of YRF, while not carrying the baggage and at
the same time, create fresh expectations with fresh and quirkier content
that's relevant for the younger audience.`
Ragini MMS
For Roy Kapur, deciding which film will be produced under which banner,
depends upon the story. `We are involved in these movies right from
their inception. So whether it be Dev D, A Wednesday, Paan Singh Tomar,
Barfi!, ABCD or Kai Po Che, what must appeal to us to start with, is the
story itself, how unique it is and how the director plans to tell it.
Once we are convinced on all counts, we proceed to the more operational
aspects of casting, budget, scheduling or to produce it under UTV or
Spotboy and so on. But it all starts with the story and the director's
vision for it,` he says.
Kahaani
Fresh talent
A positive outcome of the success of these content-driven low budget
films, is the plethora of talent that has emerged from it. New actors,
directors, music composers and technicians have found their way into the
industry. With Y-Films, Patil says, they have contributed at least 25
to 30 new artistes and technicians to the film industry. `It's an
investment in the future, as the industry is always hungry for fresh
talent,` he says. And for the newcomers, it is a dream to get the
backing of a big production house.
Udaan
Saqib Saleem, who made his debut with Y-Films' romantic comedy Mujhse
Fraaandship Karoge and was recently seen in Mere Dad Ki Maruti and
Bombay Talkies, has already been signed by Amole Gupte for his next.
`First of all, it's difficult for a newcomer to get a film. And then, to
get a production house like YRF to back you, is like the icing on the
cake. For the audience, it's a great time as every Friday there is a
fresh lot of actors who arrive in the industry,` says the actor. Nupur
Asthana, the talented director of Mujhse Fraaandship Karoge, is already
handling her next big project -- an untitled film starring Sonam Kapoor
and Ayushmann Khurrana by YRF. `It's a huge confidence booster if a big
production house asks you to direct a movie for them.
Shaitan
When a bigger banner extends support to a small film, things like
distribution, marketing and releasing the film becomes much easier,` she
says. What attracts big production houses to smaller films, believes
Nupur, are the lower stakes. `The money they have to recover is much
less, and therefore, it is easier for them to back them,` she says. The
hunger for content that's different and intelligent, is what Gandhi
believes is the driving force behind the new wave of cinema. `People are
making cinema they believe in. And there is a huge audience out there
that is bored of the old formulaes and tired scripts,` he adds.
Paan Singh Tomar
Sample this. Kahaani, a film with a female lead and made at a modest
budget of Rs 8 crore raked in more than Rs 82 crore at the box office,
while a Kai Po Che with three newcomers and costing approximately Rs 12
crore made around Rs 52 crore. Sometimes, an intelligent script, apt
casting and a modest budget is all it takes to get the cash registers
ringing. No wonder then, producers are more than willing to back these
projects all the way.
Aditya Pancholi anticipatory bail till July 19th. The actor
filed for an anticipatory bail after he was booked by Versova police. Aditya
Pancholi was held after he involved in a brawl with 55-year-old neighbor Bharghav
Patel.
