CINEMA IS IN GOOD COMPANY

Increasing corporate participation is changing the look of Marathi cinema. PT reports

CORPORATE ROLE: 

More and more marathi films are being sponsored by corporates

REGIONAL cinema is getting bigger. While some credit the growth to the influx of multiplexes, others assert that it is better quality cinema that’s drawing more crowd to the halls. A combination of both seems to be the reason for this growth, motivating deep-pocketed corporates to invest money in Marathi films. The market is poised to expand further with Eros International planning to produce seven movies this year, Zee Talkies announcing three projects, and Mukta Arts’ two under-production projects. Apart from these, AB Corp, Reliance Entertainment, UTV Motion Pictures and Ekta Kapoor’s production company, Alt Entertainment have shown a keen interest in Marathi films. Subhash Ghai from Mukta Arts credits the rise in the interest in Marathi movies to the government. He says, “As the previous governments of Maharashtra encouraged producers to make Marathi films by offering a lot of concessions and subsidies, corporate houses were ready to take the risk. This is a good sign, as four years back, there were only 20 Marathi films released in a year. Now, more than 100 movies are being showcased on the silver screen.” Apart from the two hit films, Vallu and Sanai Choughade, the banner has two movies under production including Savitricha Leki and Prarambh. With the rise in the number of multiplexes, the footfalls of families have increased. Kamal Jain, Group CFO at Eros International Media Ltd, feels this has led to corporates’ keen interest in regional cinema. He says, “When corporates target a particular business model, they look at recovery first. Since there has been a rise in the number of people wanting to watch regional movies, corporate houses are investing money here.” He adds, “The quality of cinema has improved, thanks to more money. The reach is extensive as we spend heavily on distribution and marketing of the movie. 

Me Shivaji Raje Bhosle Boltoy which is a highly acclaimed movie of today’s times is a good example of what corporate houses can make a difference.” The company is producing at least seven movies this year. Punha Dhakka with Mahesh Manjrekar is among them. Nikhil Sane, business head at Zee Talkies, believes that the biggest change brought by the corporates is that story lines are being experimented with. He adds, “We have been able to change the face of Marathi cinema with technical advancements, unexplored locations and digital films, among other things. Also, we have been able to streamline promotional activities, which include, outdoor, radio and print advertisements, and integration in the TV shows.” Priti Shahani, chief strategy and marketing officer, Reliance Entertainment, explains why corporates have entered the cinematic playing field. “The first reason is that it’s not an expensive medium, and has high chances of recovering the costs. Secondly, the film industry has some highly talented people. Lastly, TV channels show interest in regional cinema, leading to benefits for corporates.” The change in trend is being welcomed by the directors as well. Director Viju Mane says, 

“The corporate intervention has organised and disciplined the Marathi film industry. For my future projects, I am talking to a few corporate houses.” Director Umesh Kulkarni, who has worked with corporate producers, feels, “It has helped the film industry. We are now dealing with different subjects. A positive curiosity has developed for Marathi cinema outside Maharashtra as well.” The participation of corporates is turning out to be a profitable venture for all. The directors are smiling as they are reaching out to a larger audience. The audiences are glad since the content is becoming superior by the day. When the changes are for the better, who should complain? Nobody, we believe.