The company’s team is in talks with filmmakers and producers of the region.
After collaborating with leading Bollywood studios like Yash Raj Films and Eros International, Google has set its eyes on the South Indian movie market.
“I agree that so far we have been mostly concentrating on Bollywood, but over the last few months, we have been in talks with several filmmakers and producers in South to explore different ways to monetize their content on YouTube,” Gautam Anand, director, Content Partnerships, Google-Asia-Pacific region, said at the panel discussion on Filmmaking, Managing and Marketing in the digital era at Media and Entertainment Business conclave in Chennai. Apart from him, Kamal Haasan, Priyadarshan and Santosh Sivan spoke about various opportunities and challenges the industry is facing due to digital revolution in terms of exhibition and marketing.
One of the key issues was that of piracy. Answering a query on why people download films illegally, Gautam Anand said, “Mostly it’s an issue of access. The Indian diaspora is spread all over the world and most films don’t release in their nearest cinema hall. We are confident that with platforms like YouTube, filmmakers can reach out to newer markets and audience across the globe. Besides, a lot of more people have begun using this medium to showcase their talent. There’s no guarantee that every video posted on YouTube gets good number hits, but if the content is good, there’ll always be an audience.”
In fact, a team from Google flew down to Chennai to interact with filmmakers and producers from Tamil film industry to discuss about collaboration and monetisation of their content.
On the other hand, Kamal Haasan opined that internet is not going to replace cinema halls in near future, although the percentage of revenue generated from theatrical release might come down a bit. “So far, 70% of the film’s revenue is generated in theatre release and the rest comes from different mediums like satellite rights, DVD. That’s likely to change in near future and it’s high time, producers and filmmakers adapt to this change. All said and done, internet will not replace cinema halls completely because it’s a different experience altogether,” he said.
About the Author (Author Profile)
Hemanth writes primarily about Telugu cinema, although he finds inspiration from the works of filmmakers like Woody Allen. Apart from writing, he spends most of his time on Twitter discussing about cinema, travel and life in Hyderabad.