According to the panelists, independent filmmakers need to come up with interesting ways to market indie films. PHOTOS: HASAN ANSARI/EXPRESS
With Pakistani cinema slowly finding its feet, the question regarding the commercial prospects and reach of the new wave of films keeps popping up.
A panel consisting of actor Sanjay Iyer, journalist Munizae Jahangir and filmmakers Meenu Gaur and Mazhar Zaidi was organised to address the issue in a panel discussion titled, ‘Can Local Cinema Travel Globally’ at the 6th Karachi Literature Festival.
Bangalore actor-cum-writer; Sanjay Iyer spoke about how filmmakers needed to come out of their shells and start making films which catered to a more international audience. Iyer used the example of the 2013 Kannada psychological-thriller Lucia to make his point. He stated that unlike other Sandalwood productions the movie had more of a global appeal due to its unique story.
“Previous Kannada films have been unable to deal with the urban Kannada and Bangalore audiences,” said Iyer.
Meenu Gaur, the co-director of Zinda Bhaag seconded this notion stating that Pakistani cinema though in its infancy needs to avoid being type casted.
“Many people have come to me and said that action is becoming the preferred genre for Pakistani audiences but the fact of the matter remains that most of the films are being made in this genre,” stated Gaur.
To a question about why Gaur chose to show the female lead of her film in a certain way, panelist— Munizae Jahangir responded same “I don’t know why we are constantly pressurised by media outlets to tell stories in a certain way with a certain angle.”
Meenu Gaur then built upon Jahangir’s statement, “You cannot dictate what you want from filmmakers. If you want your film to be for image building and branding then advertising is a better alternative than movies.”
The panel, which was moderated by film producer and journalist Mazhar Zaidi, concluded with the panelist touching upon the role social media can play in helping local cinema travel globally.
Zaidi believed that social media can play a major part in the development of independent cinema in Pakistan reasoning that, “Zinda Bhaag is a prime example which did a lot of its marketing through social media because multiplex audiences are also engaged in social media which has made it a key platform for promotion now.”
Gaur noted that unlike other markets Pakistani filmmakers are faced with greater problems like piracy when promoting their films. She narrated an incident about how Iram Parveen Bilal sought to neutralise this situation by going to various DVD stores and asking shopkeepers to distribute original copies of her movie Josh.
The Zinda Bhaag director urged independent filmmakers to get more involved in the distribution process for their movies explaining that, “You can’t release a film like Zinda Bhaag the same way you would market a film with Shaan. You have to come up with interesting ways to market indie films.”
Published in The Express Tribune, February 9th, 2015.
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