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Selling dreams
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An international film mart set up in the city aims at instilling the marketing know-how in a crisis-ridden film industry
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That the International Film Festival of Kerala has come of age is evident by the attention being paid to the marketing of films during the ongoing Seventh IFFK.
A film market has been set up in the State capital jointly by the Kerala State Film Development Corporation, Kerala State Chalachitra Academy, Malayalam Cine Technicians Association and other trade bodies of the Malayalam film industry.
About 30 films are on offer and upto a thousand potential buyers are expected to participate. "This film market is a pilot effort. We have done our homework before planning this venture. The films were selected by a committee on the basis on their marketability," says N. Vasudevan, managing director, KSFDC.
But expectations are modest. "We are not expecting miracles," he says. "We are only testing the waters. After all, a beginning has to be made. I see great potential. But a couple of years would be required to realise the goals."
The venture would not shut shop with the festival. The KSFDC, in association with the Chalachitra Academy and other trade bodies, would run a round-the-year international film market here.
The market would be manned by people who would be continuously in touch with buyers all over the world and with film producers at home. "They would instil in the various film bodies here not only the confidence to compete in the international market, but also to drive a hard bargain in the process," Vasudevan says.
Aware of the hype and build-up in the marketing of films, he says, "At present, we do not have the expertise for that. But we may decide to bring in marketing professionals to get the best results."
Marketing support would not be confined to post-production assistance. "Once an established film-maker conceives a project, we could help in formulating marketing strategies for the overseas distribution and telecasting rights from the start," says Vasudevan, who is also optimistic about joint ventures in filmmaking as the ones initiated with Asianet.
"A film made with a budget of Rs. 35 lakhs to Rs. 50 lakhs can break even by the sale of its distribution, satellite and video rights even if it attracts only a modest audience. So we will be going ahead for film production through joint ventures. But the current terms and conditions will have to be reworked," he says.
Alliances would be struck with film bodies outside the State too. The market would work in tandem with the National Film Development Corporation at international festivals abroad. The NFDC's strategy of projecting India as an attractive, viable destination for making films will be followed in the case of Kerala too. Potential avenues thrown up by technology will be considered. The permanent film market would be open to ideas on utilising the Internet for services like video-on-demand.
The international market excluding the Gulf will be targetted.
Says Vasudevan, "The market in the Gulf states is overcrowded. There are too many `middlemen' in the business and the producer will not get a fair deal."
The ultimate objective of the marketing thrust is to empower the film producer with the marketing know-how. "Once a link is established between the producer and the buyer, we could even withdraw from the scene," says Vasudevan.
This foray into marketing comes at the right time for Kerala where mainstream and alternative filmmakers are facing a declining market.
P.K.U
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