21 Jan 2021 | 03:29am IST
CONTROL ‘OVER THE TOP’ COSTS TO KEEP OTT PLATFORMS VIABLE SAYS MOLLYWOOD VETERAN
GP Vijayakumar the veteran film producer and director in the Malayalam industry said the emergence of this platform was great news but it would also be very important to maintain a control on costs
Malayalam films have been
among the more innovative and creative ones in the recent past.
The virus had a dramatic effect on the industry but the presence of the OTT
platform helped it in a big way. GP Vijayakumar, Film Producer and Distributor
of films was articulating his position during a session while discussing the
changing scenario in Indian film distribution.
He said there was a great deal of opposition
when OTT made its initial appearance because the belief was that it would end
theatrical releases and shut movie businesses. However, the traditional film
industry, theatres and blockbuster movies will continue to stay despite OTT and
TV channels being around. They would only complement the entertainment business
of cinema financially, making it more lucrative. The viewership on OTT is ever
increasing at a faster pace which is pegged at 20 per cent now.
He said “With the advent of COVID-19, OTT
turned into the basic carrier of films for the producer to gain whatever
revenue he could during the tough times. On the other hand, the release and
promotional costs too have mounted hugely over the years. With the satellite
market picking up, the cost of production increased in the 90s, while
multiplexes multiplied in numbers, all leading to the industry faring bad in
2010.”
Throwing light on changing film viewing preferences of
audiences, he said: “The tastes and choices of movie goers have changed
considerably, they are becoming more selective; people have started liking more
from web series. The primary target among audiences these days is the
youngsters who are on the move most of the time unlike the older people who
settle down to watch TV genres and serials after reaching home. Being
app-savvy, the younger lot surf through to catch up with the latest releases”.
Vijayakumar observed that there is no dearth of quality and
technological expertise in the industry in the country, suggesting only
“professional approach to movie making is what is necessary for success” in
every venture. He was emphatic that funds invested in movie-making should be
recoverable.
Replying to an online query on financing of films amidst the
difficult economic situation following emergence of COVID-19, he said “the
industry needs more and more producers coming forward to make worthwhile movies
based on merit and professional considerations; and producers should be
cautious against funding projects seeking only fame and money”. He stressed on
the importance of financial discipline. He said “The industry has to sustain
itself, and take care of its workforce following safety and considering the
value of opportunities. There will always be people around to manipulate
finances for the sake of name, fame and even to gain experience. Unprofessional
approach to movie making without a proper script, sound commercial prospects
and a message to convey, is not advisable”.
He
concluded, sounding a positive note that the film industry still has a bright
future ahead, despite the various challenges the industry has been facing.