United States of B’wood

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Bollywood stars are now tapping the business potential of the regional cinema market. If Amitabh Bachchan’s AB Corp produced Gujarati hit movie Saptapadii, Riteish Deshmukh debuted as producer with Marathi movie Balak Palak. Actors Akshay Kumar and John Abraham are looking at making films in Punjabi, Bengali and Malayalam.

Akshay Kumar recently collaborated with producer Ashvini Yardi to launch a new production house, Grazing Goat, that aims to expand its reach in regional cinema. Making Marathi, Punjabi and Bengali films is high on the company’s priority list. “Regional cinema is really growing. We have already made a Marathi film, it’s in the post-production stage,” Yardi says, adding, “We are looking at the Punjabi market because Akshay hails from Punjab. Since I am from a Maharashtrian background, I think I know the worth of that market well. We are looking to try Bengali films as well.”
Feature film production worldwide is experiencing a paradigm shift with the advent of a culture of new approaches, strategies and novel business models. Director Sanjay Puran Singh feels, “Cinema is no longer just an aesthetic mode of expression or an evocative entertainment medium. The business side of the medium has flanked movie-makers with myriad opportunities.”
Trade analyst Amod Mehra believes, “Bollywood has unmasked its third wheel of being a commercial enterprise. Due to Indian audience’s cultural propensity for films, cinema has democratised. Tapping the vast array of business energy, the taboo around local film industries has faded. Corporate companies are willingly investing in all kinds of films as long as it has an appealing narrative. Language is no longer a barrier. Neither is distance. Even international studios are indulging in joint ventures with local production houses. Being the largest film industry in the world, it is an enticing enterprise to venture with. It is not only good business but also widens the horizons of cinema.”
Director Anusha Rizi, who is making her second film, Afeem, a Bhojpuri adaptation of Amitav Ghosh’s novel Sea of Poppies, says, “We used Bundelkhandi in Peepli Live. I don’t see Bhojpuri being a problem as so many people all over the world speak the language. Regional languages have a greater connect with the masses, so why not explore the arena and utilise its potential.”
Bollywood actress Shraddha Das who debuted with Telugu film Sidhu from Srikakulam says, “With changing times, the divide between regional and mainstream Bollywood is fading away. Often actors are seen crossing the peripheries and trying their hand at regional cinema which provides excellent roles to even the not-so-big stars. Making a mark in regional cinema is easier as compared to Bollywood, which brings more satisfaction and stability in one’s career.”