He's the grandson of one of the finest filmmakers of our times. With his entry into film production, B Srinivasan, seems bent on reviving the legacy of his legendary grandfather, SS Vasan, who was a prolific writer, director and producer par excellence. While the name of Vasan’s Gemini Studios was synonymous with cinema in South India, Srinivasan’s production house is called Vikatan Talkies. That comes as no surprise since he is the managing director of the Vikatan Group, a leading media house. With their first film 'Siva Manasula Sakthi' almost ready for release, we find out why and how Srinivasan decided to get into films and his plans for the future.
We cannot miss the bus
Though their mainstay is the publication business, Vikatan Televistas Pvt Ltd, their TV production company has been active since 1998. 'Kolangal' and 'Thirumathi Selvam' are some of their popular teleserials amongst the 16 odd ones they’ve made so far. But it’s only 33 years after the family run Gemini Studios shut shop, that Srinivasan decided to get back to the big screen. Does he have the experience needed to succeed in this field? Says Srinivasan,"I wanted to move beyond print media. I realised in 1998 itself that the electronic media is the future and we cannot miss the bus. That’s how we started Vikatan Televistas. Today, with so many successful projects behind us, we understand the pulse of the people. Film and TV production have similar product requirements. One month of producing a mega serial requires the skill and energy of making an entire film! That way, I would say we have been making 12 films a year already!" he laughs.
Srinivasan seems completely clued into the requirements of movie -making in modern times. "The right story, timing of release, publicity, marketing skills and hype is necessary to make the film successful today," says Srinivasan. "The attention span of audiences is limited so you have to create the right amount of hype and then live up to its expectations. My experience with the print media for 18 years and with TV production for 10 years will help me make these judgements."
A producer is not a mere financier
With the immense goodwill that his family name commands in the industry, Srinivasan could have worked with any of the big stars and directors in the industry. Why then did he choose a new director and new heroine? Srinivasan is clear about his plans "We go by specific goals. Story selection and its presentation are most important. Without offence to any of the established directors and stars, I would like to say that as a producer, I would like to play an important role in the film-making process. A producer is not a mere financier. He has to bring together the right talents that are appropriate to the story. An upcoming team of directors and actors will be more malleable and open to suggestions than an established one."
'Siva Manusula Sakthi' is no star-studded formula film, but a breezy, urban love-hate relationship story starring Jiiva and Anuya, directed by debutant Rajesh. Will Srinivasan’s conviction pay off? He shrugs, "I am willing to put my money where my mouth is. I take full responsibility for my product. The opening of SMS will justify my convictions and my judgement of the story. If it fails, it will be the most expensive home video ever!" he laughs.
Success formula
Srinivasan’s conviction also comes from the fact that he sees his film from the audience point of view. "Only if it pleases me as a viewer will it please my audience." And what is the secret formula Srinivasan has hit upon to succeed? "Build expectations without building over-expectations. The customer is king. After the first weekend, it's word of mouth publicity that re-writes records," he says.
With all systems in place, Vikatan Talkies has already completed its second project, Valmiki, directed by debutant Ananthanarayanan. Srinivasan re-iterates, "New directors have a fire in their belly. Getting a break is a big deal for them and so they will put all their energy into the project." Srinivasan, however, refuses to get stereotyped. Valmiki is as different from SMS as chalk from cheese. With so much in his kitty, it’s no wonder that the moves of this new producer on the block are already creating a buzz in Kollywood.
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