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Corporates are suddenly the toast of Bollywood

Priyanka Khanna in New Delhi

The entry of Inox Leisure Ltd into organised cinema exhibition through the development of a chain of multiplexes across India has brought much-needed cheer to the Hindi film industry.

The Indian company has announced ambitious plans to become the leader in the exhibition industry in every respect right from the quality and choice of cinema to the varied services offered, a trade weekly reported.

Working on two models, the group, which is the latest in a wave of corporates foraying into the entertainment industry, will either develop both the multiplex and retail areas around it or it will be the destination anchor in select mall developments, thereby integrating entertainment and retail needs, the Screen weekly reported.

Industry folks have for long been demanding an increase in the number of exhibition venues. There are only 13,400 theatres in the billion-strong nation.

At 800, the Hindi film industry churns out more films each year than Hollywood. As a result most films, especially those with unknown faces, sink without a trace.

It is hoped that Inox will bring about more transparency and professionalism to the film industry.

And what better example can there be for the need for transparency than the ongoing war of words between veteran filmmaker Raj Kumar Santoshi and reigning superstar Sunny Deol.

Santoshi has accused Sunny of taking a signing amount of Rs 5 million for Lajja and later backing out. Demanding that the actor return the amount, he has taken his complaint to the arbitrating film producers' body.

Inox, however, will be treading very cautiously. Wiser following the debacle of Ripples Entertainment's debut production Yeh Teraa Ghar Yeh Meraa Ghar, Inox will be progressing in a phased manner.

The group's first property will be launched in Pune early next year, followed by Baroda and Bombay. Bangalore, Hyderabad, Calcutta and Nasik will follow in 2003.

The drubbing that the Sunil Shetty and Mahima Chowdhury-starrer, Yeh Teraa Ghar... , has received at the box-office has also made other corporates cautious.

The industry had pegged a lot of hopes on the low-budget film from the stables of last year's surprise hit Hera Pheri. But after the first week, the film, about a tenant-landlord tussle, has bombed at the turnstiles. Even in the first week its Bombay collections were 55 per cent and in Delhi the collections were about 30 per cent.

Ripples' foray into filmmaking had come after the super successful debut of Zee Telefilms in the Sunny Deol-Amisha Patel-starrer Gadar-Ek Prem Katha that has been running for more than four months now. Ripples and Pantaloon, whose Na Tum Jaano Na Hum is slated for release later this year, were the only corporate houses to enter the film business after Zee.

However, with global recession looming large, a kind of a freeze has descended on the trend of corporate houses jumping into the bandwagon. In addition to this, the September 11 terrorist attacks on America have resulted in schedules going haywire, budgets being overshot and territories remaining unsold for many films.

Even Zee, which had earlier announced the setting up of a separate board for producing three films a year for the corporate house and marketing many more, is reportedly reviewing its plans.

It is feared that the World Trade Center attacks and its aftermath could prove a setback to corporatisation of the film industry. All eyes are now on Na Tum Jaano Na Hum and Tere Liye, which Zee is marketing.

Gadar 's success heightened the interest of corporate houses in show business, but if these films fail to live up to expectations, they'll think twice about venturing into unknown territory.

Even Universal (Khamoshi-The Musical) and Zee's (Gadar) ploy of borrowing from Hollywood the concept of a paid producer for one production could go for a toss.

Trade analysts say the government must intervene to revive the faith of business houses in the entertainment industry that is plagued with treats from the underworld, cash crunch and rampant piracy. They point out corporatisation of the fragmented industry would bring transparency and professionalism into business dealings.

While corporate houses sit on the fence, the Hindi film industry can take heart that almost all its leading men and women are putting their money in films close to their hearts.

This is the one thing in common between actor-producers Amitabh Bachchan, Shah Rukh Khan, Aamir Khan, Sunny Deol, Ajay Devgan, Juhi Chawla, Kajol and Manisha Koirala.

More and more established stars are financing films that other producers possibly wouldn't touch. Two such films -- Asoka, Shah Rukh Khan's dream project, and Sunny Deol's Indian -- released this week.

Asoka by director and ace cinematographer Santosh Sivan is a period film based with a contemporary treatment on the legendary Indian emperor. The film has been sold at a drastically low rate of Rs 10 million per territory.

Analysts say Shah Rukh may have a table loss as a producer, but the low rate will benefit distributors. Expectedly, the film has taken a very good advance booking and opening across the country.

After receiving mixed reviews from critics at foreign film festivals, the Indian media has given the film full marks for striking a fine balance between history and love.

Asoka brings to life one of the greatest historical heroes of this land and is a commendable effort in that aspect.

A renewed interest in historicals among filmmakers is evident from the string of films under production. These include a remake by Akbar Khan of the love story of Mughal emperor Shah Jahan and his queen Mumtaz that was first immortalised on celluloid in the 1960s.

The other release of the week, Indian, starring Sunny and directed by Maharajan, has, however, raked in negative reviews.

Sunny's home production that has been completed in a record time of eight months belongs to the genre of patriotic films that are considered to be 'in' these days.

Riding high on the stupendous success of Gadar -- Ek Prem Katha, which was a love story based in the time of the partition of the Indian subcontinent,

patriotic films have become the flavour of the season. In Indian, however, film critics feel patriotism has turned into jingoism.

Sunny's tremendous mass appeal has ensured a bumper opening for the film, but whether that will be enough to carry the film into its next week is anybody's guess.

Sunny will also be seen in some more 'patriotic films' like Gandhi and Maa Tujhe Salaam, which incidentally is slated to clash with Karan Johar's multi-starrer Kabhi Kushi Kabhie Gham.

A crucial factor in favour of both Indian and Asoka is that this year no big film will be released on the Hindu festival of Diwali as the Muslim month of fasting, Ramadan, begins just three days later.

Traditionally, filmmakers fight tooth and nail to release their films on Diwali as it is not only considered auspicious but also makes commercial sense, with the public armed with bonuses to splurge at this time of the year.

For avid moviegoers though there will be plenty to choose from in the coming weeks. On November 13, Deewanaapan, starring Arjun Rampal and Diya Mirza, and Style, starring four newcomers, goes on the box-office.

While Ashu Trikha has directed Deewanaapan, Style is N Chandra's latest film that has been shot extensively in Hyderabad and has some very catchy numbers.

Deewanaapan will be a test by fire for model-turned-actor Arjun. This will be his first solo hero project after his performance in the box-office flop Pyar, Ishq Aur Mohabbat got glowing tributes.

The success of the film will play a crucial role in deciding whether Arjun wins or losses the race to Rahul Dev, the other model-turned-actor who is making waves.

Rahul, who has Padam Kumar's Champion and Supari and Indra Kumar's Aashiq under his belt, was the talk of the town this week. The supermodel has come in for special mention for his work in this week's releases Asoka and Indian.

Besides, he already has a couple of meaty roles in Vikram Bhatt's Aawara, Kalpana Lajmi's next film, Santosh Sivan's next film and J P Dutta's LoC. It sure looks like the strapping hunk has hit big time.

Indo-Asian News Service
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