Regional flicks attract big banners

The regional language film industry in the country is poised for a makeover with big banners from Bollywood making a beeline in this sector.

Companies like Mukta Arts and Balaji Telefilm are now alive to the opportunities in regional films which have gained wider audience in home and abroad.

"We are considering few proposals and the first regional movie from Mukta Arts banner should be ready within 18 months," Mukta Arts chairman Subhash Ghai said.

The company has initiated dialogue with few regional moviemakers, including award wining Bengali director Rituparno Ghosh.

Speaking at the sidelines of a CII seminar in the city, he said regional film could be a lucrative proposition if it was made for a wider audience.

"It should not be limited to regional market only. If it is a good movie, it can be marketed internationally," he said adding that the financial resource would not be a constrained for regional movie.

Ghai informed he was in touch with Sahara Pariwar supremo Subrata Roy Sahara for possible co-operation in Bengali film but nothing has been firmed up as yet.

Mukta Arts is not the only one bitten by regional film bug. Ekkta Kapoor run Balaji Telefilms was also spreading its wing to produce regional movies and serials. Jeetendra Kapoor, chairman of Balaji Telefilm, informed the company was actively pursuing opportunities in regional arena.

"We are looking at both feature film as well as serials. We have presence in few southern languages. It will increase soon as company may take few Bangla projects too," he added. The regional cinema not only attracted domestic production company. It also drew multinational movie giant like Columbia Tristar which distributed a Bengali film last year.

Experts feel entry of big banners augurs well for regional cinema which needs professionalism in approach. "While there is no dearth talent, other aspects of movie making like financing, marketing and distribution and exhibition needs improvement. Regional cinema needs to think big and should explore markets outside the country as well," he pointed out.

The economics would also work out well since regional films, made on small budget, offers safe return on capital employed, they added. "The success of a film squarely depends upon the exhibition centre. A digital cinema hall increases the experience manifold and attracts more crowd. It also prevent piracy to an extent. Moreover, it brings down cost for theatre owner," Ghai pointed out.