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A growing market and the entry of corporates have seen a number of multi-film deals being signed for staggering sums, writes Swarupa Pillaai
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Trendsetter Kareena Kapoor became the highest-paid actress, thanks to her three-film deal
As soon as Jab We Met was declared a blockbuster, its producer, Shree Ashtavinayak Cine Vision Ltd, signed Kareena Kapoor for a three-film deal, for Rs.7 crore. This is the highest paid amount for an actress in India.
Looking at the fresh and realistic films that Prakash Raj produced under his banner, Duet Movies, he was approached by Moserbaer for a three film co-production. They have released Vellithirai, and Abhiyum Naanum and Mayilu will hit the big screen this year.
Multiple film deals are becoming the norm in the Indian film industry today, because of the growing market. More people are flocking to theatres the world over, and there is a good return on investment for producers.
Such deals between studios and stars is common in Hollywood, and the trend in India began with Adlabs signing up Ram Gopal Varma for 10 films
Adlabs also signed up Akshay Kumar for three films for Rs. 35 crore, but the deal fell through because the actor’s market shot up after he gave consecutive hits in 2007 — Welcome, Partner and Namastey London.
And, now Adlabs is in the process of roping in Madhavan. A spokesperson of the company says: “We are in negotiations with Madhavan for a four-film deal. We are considering paying him Rs.1 crore for each film”.
After the highly successful Mozhi, Mirchi Movies signed up scriptwriter Viji for three films. They have also asked him to submit the three scripts before filming begins.
Although this system is helping the Indian film industry turn more organised, there are various drawbacks. Only top directors and stars are being sought after for such deals, and second and third rung actors and directors are being left out.
This is also affecting independent producers, who find it difficult to get hold of the call sheets of stars and directors.
Joining the race
In all this corporate talk, there is still one independent producer who refuses to be left behind — Aascar Ravichandran. He has signed up Unnale Unnale-fame Vinay for three films.
Similarly, Raj Television Network is launching 10 films on a budget of Rs.10 crores per film, and the funds are to be raised through private equity.
Three of these ventures are being handed over to ace producer A.M.Ratnam.
Kosmic Music, the music production and distribution company, has ventured into film production. They have allotted five films to Yogi Dwarakish, son of famous Kannada actor Dwarakish, of Dwarakish Chitra Films, who produced the super hit Kannada film Aptha Mithra, remade as Chandramukhi in Tamil.
Says Yogi: “I have been signed up as creative director. We are still in the negotiation stage with actors and directors, and we hope to make an official announcement in two months. By this year end, work would have started on all five.”
India’s largest media network Sun TV, is launching 10 films each in Tamil, Telugu and Kannada under the Sun Pictures banner.
They have signed up top actors, directors and music directors for the films, but the management refuses to mention names or amounts.
The Tamil films are being handed over to Radhika Sarathkumar’s Radaan Mediaworks for co-production. The first film is likely to be released by this year-end.
The future might see independent producers roped in as well, if they agree to act as executive producers on a commission basis.
* * *
The pie’s getting bigger
Shree Ashtavinayak-Kareena Kapoor – 3 films
Adlabs-Ramgopal Varma – 10 films
Mirchi Movies-Viji – 3 films
Aascar Ravichandran-Vinay – 3 films
Raj Television- A.M. Ratnam – 3 films
Kosmic Music-Yogi Dwarakish – 5 films
Sun TV-Radaan – 10 films
Moserbaer-Prakash Raj – 3 films
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