Co-production is the buzz in Indian cinema
Screen talk
It takes two to tango. Co-production is the catchword in Indian entertainment, and two co-production treaties have recently been forged with Germany and Italy and another deal with the UK is due.
The result is crossover or universal entertainment. Or often, East meets West romances. Such handshakes promise low-cost production and creative fresh winds. Says Irene Bignardi, president, Filmitalia-Cinecitta Holdings, “There is a double life of Indian cinema abroad: first, there is this mythical perception and second, the recognition of parallel cinema is within the film festival circle only. Films that really work well with international audiences are the ones that have a balance of both Indian and international content like ‘Bend it like Beckham’.’’
However, another film that gained huge popularity due to its sheer subject matter was ‘Lagaan’. Hence, it’s all about showing the right content to the right audience. A wise mix of Indian reality added with worldwide perspective will be the right recipe to capture the world audience, adds Bignardi.
Riccardo Tozzi, film producer and president of Cattleya Film and TV production says that it’s very disheartening to see that whenever it comes to Italian culture, people only recognise mandolin, pizza, and mafia. However, the country has much more to offer beyond these three things. “One theme that we also have expertise in, like India, is family-oriented drama. Therefore co-production with India will mean creating the product together. Also we will have to take note that a three-hour movie will not work well with Italian audiences.”
Tom Wilhite, CEO, Hyperion Pictures, and producer of the movie ‘Marigold’ that features Bollywood actor Salman Khan and Hollywood actor Ali Larter as the lead pair, says the movie will launch within two months and deals with a subject matter that’s primarily Indian.
Most of this film has been shot in India and production costs were hence much lighter. However, they have made this film assuming that Hollywood audiences have never seen a Bollywood film. This film should ring the tillers, since an international audience is the target. Also, Salman Khan is popular with the Indian Diaspora.
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