'A producer's role is dynamic'

Q&A: VIPUL SHAH

Singh is Kinng is set to break previous records for the highest revenues in the opening week. The music rights of the Akshay Kumar -starrer were sold for Rs 13.5 crore, the highest-ever, to Junglee Music (part of Times Music), AMINAH SHEIKH speaks to filmmaker VIPUL SHAH on the corporatisation of Bollywood, and the issues involved. Excerpts:

With companies entering filmdom, is it a challenging time for individual filmmakers?

No. In fact, it is good. Companies bring in financial support. They have a quota of films they want to release, which serves as an opportunity for individual filmmakers. Companies concentrate on the numbers’ game. They are willing to take a chance because they are building a slate. Soon, companies will get selective, challenging individual filmmakers. This is when the churn will begin.

The worldwide distribution rights of films are being sold at absurd sums. Is this sustainable?

This will continue till we find another model. A company studio has the expertise to exploit the film to its maximum; something that a producer alone cannot do at a large scale.

How long will it take Indian cinema to make a film worth Rs 200 crore?

It will take at least 5-10 years. Theatre chains need to be built to support a high-budget film. We just have 14,000 screens, of which most are in bad condition. It is not just creativity but also delivery systems that need improvement. Improved delivery systems will also help curb piracy. We cannot ignore the competition from Hollywood. If The Mummy releases in India on the same day as Singh is Kinng we need to make sure we stand out.

How has the role of a producer changed with the big buck studios coming into play?

Now we complete a film in 3-4 months. The onus of marketing the film is on the producer who also has to ensure that the film is delivered on time. The producer’s role today is more dynamic that ever before. Studios will want to work with producers who can deliver at the box-office. This is one of the reasons I’ve started working with studios. As a producer, I realise that this is the way going forward.

In recent times actors share revenues from the box-office instead of being on the payrolls of production houses...

It is a positive change because when actors get a share of revenues after the film is released, their commitment to the project is higher. Their involvement in the making of the film is also higher. Growth in cinema should benefit all, not just actors but also writers, music directors, lyricist, editors, female actors among others.

What works to get audiences to the cinema halls?

I think audiences expect entertainment. Spending money is secondary today. To communicate to viewers about the film is a huge effort. One needs to make a film at a level that generates interest. A filmmaker’s job does not end at just making a good film.