A Quote by Amruta Khanvilkar
With Marathi cinema, content is king. It has always been driven by content. I am lucky that I don't have to leave home to seek a job elsewhere. The industry is here at home.
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Content has always driven the business. Now it's no longer the queen to a king of distribution; it is the king, king, king, because the consumer has complete choice.
Out of sheer respect for the people I look up to in the industry, I do say 'yes' to projects at times. It helps me learn a lot. Also, if I am playing a small role in a good, content-driven film, I say yes to it. But there have been times when I said 'no' to films because I was not convinced with the content.
It is a conscious choice to go for content-driven scripts because that is the key for any film to work. There are no two ways about it, and I have always been attracted to great content.
Funding has been the hardest part, and my wife has been extremely supportive both when I decided to leave my job, and even when I re-mortgaged our home and put equity into the project. I am lucky to have such a loving and supportive partner.
I've always been inspired by Dr. Martin Luther King, who articulated his Dream of an America where people are judged not by skin color but "by the content of their character." In the scientific world, people are judged by the content of their ideas. Advances are made with new insights, but the final arbitrator of any point of view are experiments that seek the unbiased truth, not information cherry picked to support a particular point of view.
I believe that the brain has evolved over millions of years to be responsive to different kinds of content in the world. Language content, musical content, spatial content, numerical content, etc.
If you look at the big entertainment industry and their pursuit of the bottom line profits in exchange for producing content and distributing that content and marketing that content to inappropriate audiences, that's a problem for me.
I have a good family and I like to be home with them. The older I get, the lazier I get, and the more content I am to sit at home and eat string cheese.
If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.
I think content-driven cinema is appealing in terms of even money-making.
I am a little disillusioned with Hindi cinema direction. I can experiment with Marathi. But Marathi doesn't give you a lot of money.
. . . you [film critics] always overstress the value of images. You judge films in the first place by their visual impact instead of looking for content. This is a great disservice to the cinema. It is like judging a novel only by the quality of its prose. I was guilty of the same sin when I first started writing for the cinema. . . . Now I feel that only the literary mind can help the movies out of that cul de sac into which they have been driven by mere technicians and artificers.
We have to understand that content is king now. And it doesn't matter what the source of the content and where it's coming from, as long as it is workable.
Content-driven films can make money - something that is gripping, is a journey of revelation and is relevant is cinema.
Content is king. When you are asking people to read you several times a day, you better have some fine content.
We cannot compare Marathi cinema industry with other regional industries or even Hindi industry. It will be unfair for us. Every industry takes time to evolve.
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