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Indian Magik at the fest

India?s first 3-D character animated children?s film will be unveiled at the glorious fest. Deepti Kaul tells more.

india Updated: May 17, 2006 10:42 IST

The countdown has just begun for the 59th Cannes feature film festival. This time, film business aficionados will get a never-before chance to partner a novel project: India’s first 3-D character animated children’s film Magik, which will be unveiled at the Cannes film fest.

Magik  is the timeless saga of the 'underdog' child, who rises above his circumstances due to a quirk of destiny. This results in the child-hero obtaining magical powers which he uses for the benefit of society at large, and earns eternal glory.

Magik is being created on the same lines as major Hollywood projects Shrek  and Finding Nemo and will have a universal appeal as it can be dubbed in any language.

Aashish Chanana, who is the director of this film and an animator himself, and has been in the post-production, graphics and film business since the past ten years says, "We have been working on the pre-production of Magik  for the past one year and only after we had a bound script in hand and character designs ready, we got into production. The storyline revolves around five kids and their adventures, their aspirations and how they solve problems together and there's a lot of magic too. Our target audience includes kids from all around the globe as they will identify with the theme as well as treatment, which is universal."


Magik is being created on the same lines as major Hollywood projects Shrek  and Finding Nemo 
Chanana also comments on the need for better film marketing mechanisms in India, saying "The film marketing space needs a lot more experienced players to get in. As a company, Digital Media Factory is good in creating the content, but we'd like to work with a strong mediator who could identify the exact TG, and market the product in the most strong way to them. Crores are spent in Bollywood on creating content and on the technical part, but there is a strong need for developing an evolved film marketing mechanism for films."  He adds, "I hope that the Shringars and PVRs of the world will further increase their thrust in areas such as these".

The animation production is being done by Media Factory Graphics, which is the animation and VXF arm of Media Factory India. Animation and visual effects veteran Biju D, who has been at the helm of projects like Jajantaram Mamantram as well as Friends Forever is heading the entire CG production, while Aashish Chanana will direct the feature. The story is written by Sanjiv Puri.

"Producing it on time with a small team, or achieving photorealism are not our challenges. All that can be done. The challenge is to get the characters to perform. All of us have photo realistic faces, but there are very few Shah Rukh Khans and Saif Ali Khans or Johnny Levers. It’s the story telling and performance that will be our key focus," he adds.