A Quote by Ekta Kapoor
When Balaji decides to release a film, all you will see and hear will be concerning the film - we go all out! Promotions are a big part of our banner - we believe in marketing... in letting audiences know what they are in for.
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I want to use film to tell stories that need to be told to spark discussions that will lead to change. I really want to see a change in the mindset of youth, how they see themselves and how they value life. Young audiences will be able to see themselves in this film and older audiences will gain an understanding of what their kids are dealing with on a daily basis. Kids discuss what they see on TV, social media, film so I want to create content that they will discuss and will change the way they think.
Balaji has always had great market presence, be it in film or television - everyone was talking about the titles, about what happened on the sets, even the most bizarre and outrageous things are out there to be judged by audiences who inevitably decide to come to the theatres to watch our film.
My criteria has always been the script, director and character. But I also attach importance to the production house. After all, the banner has to go all out to present the film in a grand manner. I am ready to work with any house that is capable of marketing and packaging a film well.
The new Bond film, will be a big, big hit, because every Bond film is an event. Fathers take their sons to it; probably grandfathers. It's been a long time, and I think that the success of Bond is because the audiences have never been cheated by the producers. They always spend every penny, put it on the screen, and then the things that people expect to see in a Bond film - big action scenes, glamorous ladies - it's pure escapism.
Promotions create awareness, but if there is no merit to the film, what will promotions do anyway?
At the end of the process we called a market research company to find out whom the film was for or what was the target audience. We didn't have a lot of money to release the film, so in order for it to play in cinemas, which are dominated by films with much larger marketing budgets, we had to discover whom the film was for.
Maybe It's not the biggest blockbuster film, but there will be some people that will see it, that will be debating it, that will be questioning their own sense of spirituality. If the film resonates, then I have succeeded in what I set out to do.
I will do a big-budget film. I will do an indie film. I will do a short film. I will do a digital platform show, television, and even theatre. I don't have any restrictions in terms of platform as long as the content is something that I find interesting.
Sometimes we postpone releases because of another big film or some other reasons. In the end, the big film, too, postpones, and the impact is on the small films. So once you decide on a release date, you have to go ahead with it.
For me, as a film goer, I like nothing more than to sit in the cinema, have the lights go down and not know what I'm about to see or unfold on-screen. Every time we go to make a film, we do everything we can to try to systematise things so we're able to make the film in private, so that when it's finished it's up to the audience to make of it what they will.
I really believe at the end of the day, regardless of how noble you are or how patriotic the film might be, it has to serve as entertainment in order for your audiences to come into the theatre and watch it. Otherwise, audiences will wait and see it a few months later when it is premiered on television.
The thing with film is that it's so wide-reaching compared to comedy. When I release my comedy special, half a million people will see it. If I release a movie, five to ten million people will see it.
I'm very troubled when editors oblige their film critics to read the novel before they see the film. Reading the book right before you see the film will almost certainly ruin the film for you.
You learn quite a bit about your film from test screening audiences. With both comedies and movies that are intense, you need to calibrate the film and see how audiences react.
I don't know if there's ever been a female-driven film or a male-driven film. I don't believe in that. I believe a film is a film - a movie can only work if everything about the film works.
Loving a film is like falling in love with a woman or with a man like you never expect it. It it's not the one you think you will be in love with, you know. You think always that he will be with a beard, and black, and big and finally he's Chinese and you know it's the same thing. There's something very organic about the film and if you forgot it, if you don't have this seed in it...this organic flavor in it the film doesn't work it's wrong.
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