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Bollywood to corporatise

Bollywood takes to organising its act seriously and works together to promote and market Indian entertainment worldwide!

india Updated: Aug 20, 2003 18:50 IST

It was an ingenuous platform of leading producers, directors and distributors at the Ultra Presents India International Film Convention 2003 which lent voice to issues like film markets in India and overseas, International locations, pre and post production facilities, new technologies, CAS and music remixing.

Organised by the Foundation for Promotion of Film Arts and Crafts (FPFAC) the convention honoured outstanding achievers in their respective fields of work. "Film producers are able to start and complete their films but are not able to market the same as a result of which the producer is not able to recover the maximum potential revenue of the film," observed Anil Nagrath, Founder Director and President FPFAC.

Although Amitabh Bachchan, given the Achiever of the Year Award along with Ajay Devgan for winning the National Award for the second time, couldn't make it to the function, others included - Subhash Ghai, Yash Chopra, Pritish Nandy, Kabir Bedi and more showed support to the cause in full strength.

Subhash Ghai sharing concern on the fate of Indian films post completion said, "cinema today has become much more than just creativity. It also means a lot of fancy packaging." Ghai gets the award for showing how corporatisation can work and for providing state of the art infrastructure to the business of filmmaking.

Lauding the role of FPFAC Yash Chopra maintained "Indian cinema today has a worldwide audience and it is the need of the hour to ensure that Indian entertainment gets its due recognition both within the country and abroad".

On winning the award for successfully giving hit films with foresight in India as well as abroad and also for winning the Dada Saheb Phalke Award Chopra said, "that awards are always welcome and I'm very happy receiving this one as an acknowledgement of my contribution to Hindi cinema."

A veteran at romantic hits with beautiful locales, Chopra has been away from mainstream cinema after his last hit Dil To Pagal Hai. However, he is soon to commence work on a yet to be titled film. "I will be starting a new film in a month or two's time and it will again be a romantic film." Guarding the details strongly, all he quipped was that, "things will be out soon."

India International Film Convention 2003 focused on marketing Indian entertainment worldwide. Also present at the convention was Pritish Nandy, who was awarded for dynamic entry in Bollywood with Kaante and more recently Jhankaar Beats.

Nandy is now all set for a remake version of Guru Dutt's Sahib Biwi Aur Ghulam. Commenting on the cast Nandy quips, "Aishwarya Rai has been roped in to play the lead - tragedy queen Meena Kumari's role and Kareena is yet to be finalized for Waheeda Rehman's role."

When questioned how does he figure casting relative newcomers in roles played to perfection by yester year's veterans he laments, "therein lies the beauty of such a different cast and making them do the roles of such great stature. The idea is to get as different and versatile a cast as possible so as to give new colour."

Others who were awarded at the convention were as follows: -

1.Ashish Bhatnagar for successfully releasing off beat and cross over films like Bend it like Beckham, Jammantram Mammantram and Agnivarsha.

2.Man Mohan Shetty for successfully putting modern multiplexes all over the city.

3.Yash Chopra for hit films in India and abroad and for winning the Dada Saheb Phalke Award

4.Bharat Shah for Devdas - biggest film of the year winning most awards.

5.Subhash Ghai for showing how corporatisation can work and for providing state of the art infrastructure for filmmaking

6.Mukesh Bhatt for successfully releasing films with different storyline every two months and which are hits.

7.Mahesh Bhatt for being the brains behind these movies

8.Pritish Nandy for a dynamic entry in Bollywood with Kaante and showing that dynamism can work.

9.Last, but by no means the least, Amitabh Bachchan was awarded the Achiever of the Year for the fastest growing brand equity and Ajay Devgan (again awarded Achiever of the Year) for his consistently excellent performances in all his films as well as his winning the National Award for best actor for the second time.

First Published: Aug 20, 2003 11:34 IST