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Slow And Steady

Filmmaking is not a race to the finish – the creative process cannot be compromised

Shree Ashtavinayak Cine Vision has big plans with an intriguing line-up of films in the pipeline. We are currently working on the post-production and promotions for Imtiaz Ali’s Rockstar slated to release on 11.11.11. Interesting, isn’t it?

Our next film, Bol Bachchan, being directed by Rohit Shetty and starring Ajay Devgn and Abhishek Bachchan, is already under production. The team is currently shooting in Jaipur and the film is expected to hit cinemas in 2012.

We are also in the pre-production stage of Satte Pe Satta, a remake of the 1982 hit film, and we are finalising the cast. The movie is being directed by Soham Shah with Sanjay Dutt in the lead. We have many other films lined up with some big names in the industry but it is too early to disclose details.

Our focus has always been on providing quality entertainment and that which makes business sense. We continue our efforts to create memorable films and further strengthen our position as a leading player in the film entertainment business. We are also planning to develop a studio with pre-production, production and post-production facilities and other aspects of entertainment.

I also want to set at rest a question people in the trade frequently ask me: Why haven’t we had a release after Golmaal 3? Well, my team has been busy with the post-production of Rockstar and the pre-production work on Bol Bachchan and Satte Pe Satta.

Filmmaking is a lengthy process and takes time and effort, which need to be channelised to ensure that you get the desired results. Also, we do not believe in releasing five films a year while compromising on quality.

We have a strong foothold in all verticals – production, exhibition and distribution – and this has given us a better understanding of mass preferences to create good entertainment and movies that provide a good return on investment. Our core business is production and we have a strong focus on distribution as well. Exhibition is a very tiny segment for us.

The film model is just like any manufacturing business model, where you have a production, distribution and retailing/exhibitors. To understand the business more deeply, you must directly engage with audiences. These values will be passed from exhibitor to distributer and to producer, which indirectly makes us deliver quality commercial, entertaining films.

But apart from business, Shree Ashtavinayak Cine Vision also believes in the value of relationships. The trade had written off Imitiaz Ali and Rohit Shetty as directors. Yet we had faith in them. We had seen both, Imtiaz’s and Rohit’s, early work and believed in their immense potential and artistic vision, which is very important for a successful producer–director relationship. We pride ourselves on the fact that we share a healthy relationship based on mutual respect. And this is not limited to Imtiaz and Rohit but all the directors we work with.

Dhillin Mehta, MD, Shree Ashtavinayak Cine Vision

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