Festival success changes fortunes of small Tamil films
Updated: September 25, 2015 09:00 IST, Source
Despite their flimsy marketing budgets, three small budget Tamil movies – Kaaka Muttai, Kutram Kadithal and Vetrimaaran’s Visaranai – have managed to constantly stay in the eyes of the public. How? They had a great run at the film festivals, which in turn gave them a lot of column inches. With advertising costs going through the roof, the small budget films face a severe disadvantage. But, success at the film festival can help overcome the handicap, say filmmakers and producers.
Filmmaker Vetrimaaran, whose Visaranai, competed in the Orrizonti section at Venice Film Festival this year, says that tasting success in reputed film festivals ensures that the film is marketed for its intended audience.
“Publicity has become a big part of the film business now. Big-budget movies might have huge marketing budgets, but only some films have the content to stand out. Smaller films that have a great run at the festivals usually result in the audience promoting the film on social media and so on. Kaakka Muttai’s fortunes changed completely after it was widely appreciated at Toronto (Film festival),” says Vetrimaaran, whose film is likely to release in October.
Gone are the days when distributors are wary of an ‘award-winning’ film. “It is risky to release any film today, but if Kutram Kadithal had not been selected to the Indian Panorama, it would have been impossible for us to sell this film,” says Christy Siluvappan, co-producer of the national award winning film.
More and more Tamil filmmakers are also increasingly taking the help of consultants to help them send their movies to compete at the well-known film festivals around the world.
“There are many success stories. Films such as Lucia, Kutram Kadithal or Kaaka Muttai have tasted great success at film festivals and got noticed. However, I am still not sure if the commercial viability of the project improves because of it,” says Nirupama Santhosh, who works as a consultant for filmmakers, helping them send their movies to film festivals.
She adds, “It (success at film festivals) gives filmmakers a high when they get noticed on an international stage. And they want to do it again and again.”
