Corporate movie makers script hit stories with independent films

Healthy returns, satellite rights and global audience make films like Lunchbox handsome investment for production houses

Backing ‘indie’ (off beat independent) films is the new mantra for major corporate production houses. Growing number of multiplexes coupled with wider set of global audiences are also making these films a handsome investment for the production houses.

Indie films have traditionally stayed far from big studios, and have often had to struggle to get a theatrical release. But it isn’t the same anymore as major studios are reaching out to indie filmmakers.

After successful run by UTV Disney-backed Ship of Thesueus (SOT), Bharat Shah’s VIP Films backed BA Pass, the former has joined hands with Karan Johar’s Dharma Productions for critically acclaimed film Lunchbox. Hansal Mehta’s Shahid too will be released by UTV Disney. The North American rights for distribution of Lunchbox have already been picked up by Sony Pictures Classics.

According to Ruchi Bhimani, executive producer of Ship of Thesues, which had its unique marketing strategy, has already garnered over Rs 2 crore so far and Satellite rights are yet to be sold which will add to the producers’ kitty for sure. SOT was one of the rare films which saw higher revenue in second week compared to its debut week.  

B A Pass, too, has managed a gross collection of over Rs 6 crore already with making budget of about Rs 2 crore. Apart from box office collection the sale of Satellite rights of these films are as lucrative as well.

"I also think that the line between "Indie" films and "Mainstream" films is blurring," said Rucha Pathak, senior creative director, studios, Disney UTV.

Lunchbox has won the coveted Critics' Week Viewers Choice Awards at Cannes this year, which helps it with the global audience. Anand Gandhi, director of SOT, pointed out that this is popular trend in Europe and other geographies on the globe which is now picking steam in India.

"The audience for good content is growing and our contribution has been to help grow that market by providing a platform for good cinema. We planned an initial limited release route for Paan Singh Tomar and we broadened the release of the film in subsequent weeks and a similar strategy was employed for Ship of Theseus, which saw number of cities added in subsequent weeks of release that led to phenomenal growth for the film at the box office. What was key there was growing the audience for good cinema and reaching out to more and more people in a concentrated plan, which is what we have been doing for many years now," added Pathak.

Higher internet penetration is fueling growth for such films as well as these films have done well in tier-II cities as well. Krunal Mehta, VP- branding & corporate communications at Angel broking explained why production houses are backing different cinema.

“First of all the preference of audience is changing and films like Lunchbox will have its own set of audience. Apart from just backing filmmakers, these films also provide healthy returns. Digitisation is helping small films have a wider release as well,” he said.

According to senior official at rival production house, which had its own association of producing such films, the global platform is a big advantage that indie films provide.

“It is very simple, when corporates are investing in it they want returns and these films having screened at worldwide festivals offer the global platform. Look at Lunchbox, it is being distributed in regions like North America and Europe,” the official added.      

This also adds to the credibility of the production houses in widening its product portfolio which helps when going global. Filmmaker Anurag Kashyap and Guneet Monga have also been backing such films with AKFPL. Tasher Desh, a film by Q, has been co produced by AKFPL.

“What the makers want is freedom as in to keep the sanctity of the story intact. It would have no typical economical formula which would dilute the film. Now that UTV and similar houses are backing it, with directors’ freedom intact, this will surely go long way. More such films will be screened to wider audiences now,” added Gandhi.