Mumbai, 23rd October 2012
MAMI International Film Festival 2012.
An educative open forum discussion "Reaching Audiences Worldwide- Do we really understand the overseas film business and distribution" took place today at Experimental Theatre, NCPA, Nariman Point. Film producer Madhu Mantena (Ghajini), Screen Daily’s contributing editor of Asia Liz Shackleton, Vice President of the Indian Film Exporters Association Hirachand Dand, Mahesh Ramanathan, CEO at Reliance Big Entermainment and Vikramjit Roy, Head of Production,National Film Development Corporation of India (NFDC) were the panelist.
During the discussion, the panelists collectively shared keen
insights into the mechanism of film distribution as well as the operation and execution of various international film marketing strategies.Mahesh Ramnathan shared tried to explain the existing market of Indian
Films overseas. He said basically it exists where ever Indian diaspora is present. But the company has tried to reach out some unconventional markets particularly South Korea and China. Success of '3 Idiots' is a glaring example, it grossed Rs. 54 crore from the overseas markets, which is a sort of record.Reason of this success is simple, in China and South Korea people are very keen that their children go for higher education and someway the existing education system do not support innovation, it is more on mugging.But to explore and to enter in any market you need local partners or collaborators who can make initial investment. Vikramjit Roy of NFDC agreed with Mahesh, and suggested some innovative ways to sell our films in overseas markets.He has narrated his own experience of marketing 'Maya Bazar'. NFDC has also tried to co market movies from their large repo collaborating with the largest player of Indian market i.e. Shemaru, they are trying to sell their products via e-commerce portal flipcart. Now NFDC encourage and support co production involving creative people from two or more countries.
Liz has given example of Honkong's movies makers, who make movies for overseas market in English. This experiment worked well.
To my mind, first thing we have to decide whether we want to talk about strategies for marketing and distributing films churned out so far by our Bollywood as well as regional film makers. Frankly speaking their objective is to cater their pan India or the regional cine goers or at the most in addition Indian diaspora. If this is the case then we have to concentrate the regions and areas where Indians stay,and in case people of other nationalities see them it is just by the way. Another path breaking step is to produce movie which may appeal world market in terms of story, film techniques,acting, professional excellence. Obviously you need big investment so as to compete the biggest players in the market i.e. Hollywood production houses. My friend Rajesh Singh was also a part of audience, his suggestion was simple, instead of competing with Hollywood big wigs in their own genre , we should try to create a new genre based on indian mythology,it has unending possibilities.
Easier said than done, but is there somebody who can take lead ?
Easier said than done, but is there somebody who can take lead ?
.jpg "A Gumnam Actress Strips Nude to Protest Auto/taxi Fare Hike")
