Funny Things to Ponder

Wednesday, April 20, 2011

coming soon!! "RIP-KFI", a different movie

For some years I had left watching Kannada movies since I didn’t want to get inspired and become a another long machu seena or maada of Kalasipalya....
A few of my friends who are keen abt KFI insisted me to watch Mungaru male and Duniya.. These movies made me realize that there is still some talent left in the Industry. Also, these were movies which made me gain back my interest in Kannada films...Later ‘Aa dinagalu’ and Milana came out, I think I got a feeling that industry is bouncing back........ after these so many movies came out.. BUT ..

A film industry which has seen 75+ years of existence and still struggling shows that there is something wrong. The general perception is that quality of Kannada films is slipping day by day and the market is shrinking also. Where are the theaters in Majestic road?

We have to get innovative, not look for dvds of successful Tamil, Telugu films. ;-)

Life in Karnataka provides enough fodder for script writers, just look around.

Keeping that argument aside, let’s take a look at KFI. Lets do some self introspection.

For an average person in Karnataka, it looks like sinking boat. I feel that, KFI is not able to market itself or create a good value proposition out of content which it generates.

Why??

Bcoz

.

.

.

Kannada film makers are still in the era of 1940’s where they think that film boxes shipped out of the Gandhi nagar office would bring them revenue.

Look at ocean of opportunity still untapped; the film producers are chasing non-value adding things!! The best example is closing down internet sites which are promoting KFI. How can one even think of throwing the hammer on their own feet?


The viral marketing can be best seen in sites like kannadaaudio.com or videogirmit.com which links the videos uploaded on different sites and creates a fan base of its own in long run. One cannot sit in Hotel Capitol or Kanishka, have a press release and expect audience to rush to theater on next day. The idea is to bombard the public with so many images, promos, content for the movie that it becomes a "can't miss" event.

One more major problem with our industry is that they have accepted that the best we can do is “mediocracy”.

The below average competent people are not fit to run the modern age cinema nor they understand the new business structure, complex commercial framework on which it operates.

Today, majority of the profits from a motion picture release do not come from box office ticket sales. The bulk of the profits come from a myriad of other marketing (revenue generating too!) avenues.

  • VHS
  • DVD/CD/Blue-ray
  • Toys
  • Games
  • T-shirt
  • Other merchandise
  • Itunes or selling songs on internet, mobile
  • Movie sponsors,
  • Location sponsors,
  • Television programming,
  • Musical records (CD,Audio Cassette)
  • Stage shows,
  • Remake/dubbing rights,
  • Award Ceremony,
  • Trailers,
  • And the last is Theater ticket sales.

If you look at KFI and see how it has fared in each of these aspects:

VHS/DVD/CD/Blue-ray – To produce a single piece of DVD which can contain upto 4 movies; we need to wait 3 years!!

Imagine waiting for 3 years to see a movie at your comfort in home! Doesn’t it sound so foolish??

Toys/Games/T-shirt/Other Merchandise – Whats that? might be the Q if you ask can I get a toy of Jogi (Character played by Shivarajkumar) once the movie is released. I would ask these producers of such movies, ever watched Toy story movie or ate in McDonald’s?

Itunes/Mobile ringtones – Even though few of Kannada songs are listed in the major network providers of India, its still a long way to go. There is virtually no presence on Itunes and other websites which “promote” music.

Movie/Location sponsors – KFI is slow aping the Hindi cinema but has miles to go considering the limitations it has imposed on itself.

Television programming – Promotion of movie is not equal to conducting a dial in program with stars. It involves a dedicated campaign and till date, I have not seen any Kannada movie making a campaign which made me feel ‘wow’.

Stage shows: Gone are the days when stars used to feel that doing stage shows is second class and it’s similar to touring talkies. The artists, producers who are crying that there is no market should form a group and go around the world, promote their movies, stars etc. I don’t remember a single world tour conducted under the banner of KFI. Do you?

Remake/ dubbing rights: We are good in copying but we won’t let others display their content in our language. So, a person not knowing English can see Avatar movie only in Hindi Tamil or Telugu. Not in Kannada, ok?

Trailers : Movie is an art form and if its good, it can attract audience irrespective of language. Is there any rule that trailers of Kannada movies should be screened in theaters playing Kannada movie only? What about the concept of adding new audience? Did somebody forget about that?

Anyway, I have not seen trailers of upcoming Kannada movie even in theaters playing Kannada movies.

Award ceremony: This might sound crazy! But it’s true. It’s a way of promoting the industry in different parts of the world and introducing the glamorous stars to audience away from home. Have you ever seen a Kannada cinema awards function in Dubai, London or USA? If not, then you know why KFI has not been able to grow beyond the Indian ocean.

I liked the patience of average Kannada audience who is still waiting for the day when the directors would make movies of his/her choice. But I think its high time now. I am not seeing any ascending growth; lets be more open and tell them how to run the show.

Let’s not put all the blame on the punters sitting in the by-lanes of Gandhinagar. We have to wake them up from deep slumber and show them how the world has advanced. It’s not just enough if one knows the basics of movie making, one has to know the art of selling it also.

Disclaimer: My intention is not to critize the KFI or the current situation. We all want good things to happen to Kannada cinema, that’s why folks like us are putting down our time and effort on making these analyses on KFI.

Kone maathu "Namma mane chennagilla nodokke antha pakkada manege hogokke aguthha...banni namma mane ne swachha maadona...namma bhashe ulisona...namma Kannada thaayiya hesru ulisona..."

19 comments:

ಜಾಕಾಸ್ ಹುಡ್ಗ... said...

guru this one shud be eye opener for KFI. try posting the same in
kannada news paper..because no one from KFI reads any blogs..

Ajay said...

One of the best article about KFI... Hats off to the writer... Most of the things written in this blog should be seriously considered by KFI to extend its market & attract audience.

Vijay said...

Big shots from KFI should think about it and work on it and should start one by one promoting ideas

ಯಜಮಾನ said...

Good one Harsha! KFI is a classic case of marketing gone wrong. In a competitive market regardless of the quality of product, marketing is vital. If well marketed even a lousy product can be sold well in the market.

I still find it amusing that they need 3 years to release a movie on DVD leave alone Blue Ray. Some movies like Om are still not permitted on Home video which makes no sense.

taavu badakalla badukuvavarigu bidodilla antarala aa category ge seruvavaru ivaru.

Harsha Gatt said...

@ ಜಾಕಾಸ್ ಹುಡ್ಗ...,
Kannada news paper ge hakisidru ivaru madodu asteralle idhe.. adaru nimage translate madi avarige ondu patra hakthini.
@ Ajay ,
Thanks for the words. Hope someone from KFI share the same concern as we have.
@ Vijay,
I dont think we cant expect KFI to do this. Its time for audience to start new ventures and tell how to run KFI.
@ ಯಜಮಾನ,
nija. 'frog in a tank' antha heldiru , it wont describe their situation aptly ansate.

Nirmala said...

Excellent. It is a must read for KFI. I think KFI atleast allow dubbing of English movies.

prakash said...

Yes KFI can't think of big picture. You analysis should be published in KANNADA Paper. Big Shots of Kannada Flim industry has limited imagination and should open up for market trends.

Kantharaju said...

One of the best article about Kannada film Industry.....

Bhanu said...

Nayeeeee baala straight madoke olle "technicians" beku sir!!....... modlu iddoru,hort hodru........ next baroru innu huttilla ansutte......!! :(

ದೀಪಕ್ said...

Nam film industry still in 1960's... Nam sutta mutta nad-diro katheglu ivra kannige kanalla.. Telugu lo or tamil nallo nam kathena tegedu hit aadre adunna remake maado antha intelligents bejan idare..

KFI nal iroavrige ee promotion tactica ella gottilla... Kannada paper nal haksidru aste, avar munde ne hog baay badkondru astene..

Shishir said...

I really liked your love towards kannada.Tat too those last few lines , are really touching dude.Keep up the good work!

Harsha Gatt said...

@ Nirmala,
Since good english movies are not available in dubbed version of Kannada, I have seen so many people watching Telugu Tamil or Hindi version of the same.
As time passes, these audience will stop watching Kannada movies since its a remake or very few swamake movies which would screened in few theaters. So, its very important that we provide such good international movies in dubbed versions.
@ Prakash,
I am getting requests to translate this article into Kannada and send it to the Kannada dailies. I am working on the same. :)
@ Kantharaju,
dhanyavadagalu! hora desha dalli iro Kannadigara padu hinge adru gotu agali antha.
@Bhanu,
when we have present technicians/artists advocating mediocracy or preaching it, they would ensure that 'real' talent does not stick on. Ex: Prakash rai, Rajni kanth, Arjun sarja etc who have made mark elsewhere than in KFI.
@ Deepak,
all these days they took short cut of blaming the Kannada audience for their poor box office collections.
yestu divasa antha copy hodidu exam nalli pass agatare.. one day or other, they have to use their brain alwa.. allivargu hinge ne kate..
@ Shishir,
time to spread the message to others so that they know how these set of people are ensuring that Kannada film industry dies a slow death. Their intention is keep producing C grade movies and expect us to support them.

mainstruck said...

Some moron attitude & Some good concerns.

You use KannadaAudio.com , VideoGirmit.com for Years without funding the Industry one paise.

Now since your StressBusting sites are going Down, You get a Concern..Wow !

All your Marketing Fundas(Toys,Blue-ray,iTunes) are Ctrl C of the Western Industry, Which will not work OR people wont even bother to try to promote that way, COZ Kannada Films dont have a BIG market, they need good content, Kill Piracy (People like you will cry load again in another few blogs), Stop hierarchy, Throw your Long-Macchu stories Long away, Reduce 30 % of the Prices in Tickets (Its just inflated to make the producers fat tummy more fatter), Come up with new Music (Fcuk CTRL C- CTRL V)

Just Take a Oath for a Year,
You wont see/hear any kannada content(Movies,Songs..Promos Exempted)on the Net, & You will PAY for every Kannada Content you watch/hear.
Share an Update once you buy some kannada content, Report abuse when you find some pirated content.

Would you do all these (Moron)? Go watch Sheila ki Jawani. (Nin) Life Istene !

mainstruck said...

Last bit i forgot to Add,

Have you even seen this,
https://addons.mozilla.org/mn/firefox/addon/premism/

They do promote, But they cant showcase in every single segment Ex : iTunes -
KFI, Hardly makes money by music & in that give Apple a 30% cut !
Thats Business ?? :D & thanks to all the Jobless RJ's & there employers, Who play Biased Playlists !

Abishek said...

KFI alli iro dabba galige ishtella artha agodiddidre kannada films ge ee gathi yake barthittu. Nimma kannada prema nodi bahaLa ishta aithu.
Hope this will reach KFI people and hope that they understand and implement it.

Harsha Gatt said...

Some moron attitude & Some good concerns.
If YOU are interested in healthy debate, engage in one ; else take 'YOUR' attitude out from here.
I dont need your take on 'my' attitude! stop showing your ' i know it all' attitude here.

You use KannadaAudio.com , VideoGirmit.com for Years without funding the Industry one paise.

have you heard of marketing or pricing model called as freemium?

Now since your StressBusting sites are going Down, You get a Concern..Wow !
All your Marketing Fundas(Toys,Blue-ray,iTunes) are Ctrl C of the Western Industry, . . . Reduce 30 % of the Prices in Tickets (Its just inflated to make the producers fat tummy more fatter), Come up with new Music (Fcuk CTRL C- CTRL V)


I think people like you who are advocating mediocracy keep saying that "This wont work here, that wont work here". All that we see is that film makers making decisions on behalf of audience even after audience specifically telling what they need. Ex: Dubbing of content is still not allowed and audience have started non-Indian content which are dubbed into Hindi Tamil or Telugu.
We dont have a 'big' market bcoz we dont promote our movies. Is it so tough to understand?
You cant expect audience to come to theatre just bcoz a movie in Kannada is released or new song is played in chitramanjari. ' Gone those days' !!
Killing piracy is vital but it also means that ensure content is available in all forms to the audience instead of delivering it in the traditional model. The best thing I have seen is few Kannada movie CD sold at rs. 30 or rs.40 to combat piracy which is good thing.
Instead of closing down stressbusting sites, use them to sell the content. Ever heard of netflick, hulu etc?

Just Take a Oath for a Year,
You wont see/hear any kannada content(Movies,Songs..Promos Exempted)on the Net, & You will PAY for every Kannada Content you watch/hear.
Share an Update once you buy some kannada content, Report abuse when you find some pirated content.

I always buy CD's from TotalKannada angadi when I am in Bangalore. On internet I do use anandaudio, kannadastore etc for accessing content. I use yupptv here which launched Kannada channels on freemium model. Why cant Kannada movies and popular TV serials do the same with kannadaaudio or videogirmit instead of closing them completely?
My point is use the 'user base' which these sites have built and convert them into paid user eventually instead of completely shutting them down.
Would you do all these (Moron)? Go watch Sheila ki Jawani. (Nin) Life Istene !

I watch Sheila ki jawani or listen to blackeyed peas ; thats my choice. Also , they are available everywhere and in different mode (Itunes, merchandise, concerts) since they understand the present audience needs.They dont act like you who thinks 'I know it all'. KFI always expects us to buy content in XYZ fashion.

Harsha Gatt said...

Last bit i forgot to Add,
Have you even seen this,
https://addons.mozilla.org/mn/firefox/addon/premism/


yavodu ondu movie Mozilla ge addon madidre aaitha? what about 100+ movies which are released year on year?

They do promote, But they cant showcase in every single segment Ex : iTunes -
KFI, Hardly makes money by music & in that give Apple a 30% cut !\

The typical attitude of real estate turned producer is "Apple is doing business for charity, navu matra PAKKA business man".
So, yella duddu nange beku.. be it on iTunes or be it dance show using my songs to make a dance reality show. astu protective agi idre, let them lock their content in tin dabba and keep crying on streets that no one is watching them!!

Thats Business ?? :D & thanks to all the Jobless RJ's & there employers, Who play Biased Playlists !
If they think that they are doing a favour to radio stations, the biggest losers would be film industry and not the radio channels. who would listen to them if they are so protective? if they are not available anywhere except the cassette anagadi in Gandhinagar, no one would even take note of new songs being released.

Anyways, if at all you care to respond ; be nice enough to read the disclaimer part again.

Balaji said...

very nice article, most of the things you mentioned are true,

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