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The English movie channel space has seen a shake-up. The power centre has been upset with the growth of Pix and the onslaught of new entrant Movies Now. From being a two-horse race, now there are four – Star Movies, HBO, Movies Now and Pix.
Having acquired the library of its parent Sony Pictures Entertainment, Pix is making a bigger push in a market that is getting more competitive.
In an interview with Indiantelevision.com‘s Ashwin Pinto, Pix business head Sunder Aaron talks about the rise of the channel, the challenges the genre faces and the opportunities to grow the market.
Excerpts: |
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What have been the focus areas of Pix this year? |
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How far has Pix gained from the output deal with parent Sony Pictures Entertainment?
Among our target audience, we have beaten HBO since January. The aim is to become No. 1 eventually. We will continue to focus on getting the right content and building distribution. |
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Could you talk about how Pix has evolved since launching five years back? |
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What are the changes you have brought on the programming front?
Younger audiences come in during the 12:30 pm-4 pm time band. Our programming is geared towards addressing that audience who are mainly college going.
In the last few weeks, two new things have happened. One is ‘Awesome Saturdays‘ where we have lined up the evening with popular movies. And on Sundays we focus on the 12 pm-4 pm time slot with an initiative called ‘Sunday Breakout‘. This is how we are pushing the weekends.
We are doing the Dynamite Diwali festival, which takes place on weeknights at 11 pm. In November, we will have an even bigger stunt. It will probably be called ‘Big Guns of Hollywood’. |
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What about thematic blocks? |
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When Pix launched, it skewed towards 25+ audiences. Now where do they come from? |
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Is this genre seeing more of appointment viewing than say two years back?
People watch movies in different ways – DVDs, online, on their ipad. So why would you have to make an appointment at 9 pm to sit in front of a channel to watch a film? I don’t think that channels compete on this basis anymore. Competition is on the basis of content, perception and profile. |
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Is channel loyalty falling? |
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Has the market dynamics for the genre changed dramatically? |
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Movies Now has made an impact by focussing on popular films. Does that mean that premieres have lost a bit of their value?
But I wouldn‘t say that it diminishes the value of premieres. It does show that Indian audiences still have an appetite for movies that are familiar to them. But when Pix showed ‘The Karate Kid‘, it was a premiere and propelled us to the No. 1 spot. |
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Is there going to be more focus on original shows like ‘Gateway’? |
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| How is the deal with the NBA working out? It is working out well. The big challenge, though, is that the NBA is in a lockout; they have not started the season. The players’ union has not come to an agreement with the owners to start the season. The season will get delayed. |
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| Are you looking at more sports properties to build reach? We are careful. The NBA is enough; if we put more, it will look like a sports channel. |
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How are you pushing distribution?
I don‘t want to rely so much on ad revenue. But we don‘t get our due in terms of subscription income. Carriage fees rise every year while subscription revenue is not keeping pace with it. |
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Between the different mediums, how is your spend split?
I would say that online is a very effective medium. It is highly flexible. |
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Could you give me a couple of examples of innovative campaigns that have been done this year?
For ‘The Social Network‘, we could not use Facebook as a medium. So we used radio and hoardings. People knew Mark Zuckerberg but not the film’s star Jesse Eisenberg. The thought for the campaign was the sexiest man alive; this created an intrigue. |
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| How are you growing consumer contact initiatives like the Pix Movie Club? We have touched 10,000 members. We are in Mumbai, Delhi and Bangalore and we want to take it further down next year. We haven‘t decided on whether or not to rope in advertisers for this. |
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| Are you looking at more marketing initiatives? We are looking at doing something online. We are working on the details. For me, online marketing is about an idea and not just taking out a bunch of banners across sites. |
Tag: Pix
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‘Pix’s growth has upset the balance in the English movie genre’ : Pix business head Sunder Aaron
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‘Now there are four key players in the market’ : HBO South Asia country manager Shruti Bajpai
Adopting an aggressive posture, HBO is giving a push to its content as competition turns fierce in the English movie channel space.
After its deal with Sony Pictures Entertainment (SPE) ended, HBO stitched deals with 16 studios. The focus will continue to be popular blockbusters, cutting edge titles and original content.
The entry of Movies Now has shaken up the market and from a two-horse race it now has four key players. HBO, however, is looking at a double-digit growth this year and has brought in new category of advertisers to the genre.
In an interview with Indiantelevision.com‘s Ashwin Pinto HBO South Asia country manager Shruti Bajpai talks about the challenges that the genre faces.
Excerpts:
New entrant Movies Now seems to have upset the applecart, pushing HBO to the third position. How do you plan to bounce back?
Rating fluctuations are normal for any channel in this business. As the number of players grow, it is more important for the category to expand. As for HBO, there’s no reason to feel threatened because of the sheer differentiation in terms of our content. We are the only channel with the capability to bring the most popular blockbusters, cutting edge titles and original content. In terms of both quality and quantity, we are still unmatched.Movies Now’s strategy of showing popular films that have high repeat value seems to have worked. So have premieres gone down in value?
No! That counts for a lot in terms of brand perception. At the end of the day it is about what your brand stands for. We show more premiere blockbusters than any other channel. Our focus is on having more premieres, strengthening our franchises and telecasting HBO Originals. Our USP is to offer something for everyone and be a one-stop shop.What impact are the new players having on the genre?
From being just two key players in the market, now there are four – HBO, Star Movies, Movies Now and Pix.After HBO’s output deal with Sony Pictures Entertainment ended, how have you lined up content to take on competition?
We have, in fact, expanded our content pipeline. Last year, we stitched deals with 16 studios. We have the very best of blockbusters like ‘Ironman 2’, ‘Inception’, our popular franchises include Rocky and Bond. We have cutting edge titles like Blind Side, Stieg Larsson’s Millennium Trilogy and ground-breaking original content like Temple Grandin.
‘There are plans to expand the base in India and HD will be a part of that‘Movies Now was the first HD channel in the English movie genre. Is HBO looking at HD feed?
There are plans to expand the base in India and HD will be a part of that. We can’t really speak for others, but HBO has a multi-channel and HD presence in most of the countries across the globe. India will be no exception.Content costs are escalating due to intense competition in the genre. Has revenue also expanded?
Rising content cost is a factor, but a point of concern more for our competitors and relatively less for HBO. Unlike the rest of the channels which are mostly home-grown or only operational in Asia, HBO is a global player with widespread presence. With multi-year output deals with three studios – Warner bros, Paramount and Universal -and content from 16 other movie companies, we are best equipped in the genre to manage content acquisition costs.English movie channels in combine earned an ad revenue of Rs 3 billion last year. Will the genre post a 20 per cent growth this year?
Though this year has been a bit challenging for all non-sport categories with high influx of cricket, we wouldn’t like to speculate on what the genre has made. English movies has always been a very sought after genre with a wide variety of advertisers and HBO being the most preferred channel in this category, has maintained the growth rate as per the previous years.What revenue growth is HBO targeting this year?
HBO has always maintained double-digit growth numbers and this year will be no exception. We don‘t have advertisers; we have partners.We are also perceived as a very premium, international brand among the viewers as well as the advertisers. Many high-end and prestigious brands like Audi and BMW spend a large chunk of their marketing budgets on HBO. In the English movie channel genre, we command the highest rate for our inventory.
Are you tapping into new categories?
Yes. In fact, this has been our biggest success this year. We have added more than 30 clients this year, with far more contribution from new categories. It’s our high value perception that has helped us bring some non-traditional categories like real estate on board.What are the challenges the genre faces?
English movie and entertainment channels face the same challenges as any other channel in the country – intense fragmentation. In the last couple of years, this category has seen a significant number of new entrants. HBO, however, has always stayed a step ahead of the game. Since inception, we have been one of the strongest players in the market with superior content and high value to advertisers and viewers alike.The DTH base is growing rapidly. Are you looking at content innovations for this platform which can yield more revenues?
Yes! As the base grows, there is a need to tailor content for DTH. -

‘In a genre that has seen a drop, Star Movies holds over 40% share’ : Star Movies& Star World VP Jyotsna Viriyala
It has not been an easy year for Star‘s English channels. In a nine-player nine scenario, Star Movies, however, has weathered the storm and held on to its leadership position. Fine-tuning its strategy this year, the channel supplement its library with locally acquired titles.
Star World has created horizontal programming bands to suit the viewing habits. The channel, ranked second in the genre, has still to plug a few gaps in its programming.
In an interview with Indiantelevision.com‘s Ashwin Pinto, Star Movies and Star World VP Jyotsna Viriyala elaborates on Star‘s plans for fortifying the position of the two channels.
Excerpts:
How has Star Movies fine-tuned its strategy this year?We are supplementing our library with locally acquired titles. We will also be more aggressive in our marketing.
Is this being pushed due to audience fragmentation with new entrants coming in?
Fragmentation ate into our nearest competitor‘s share, not ours. We managed to hold on to our share in a category that has seen a drop, thereby increasing market share. We currently hold over 40 per cent of the share in a nine-player scenario.
Which properties have delivered?
Our drivers are the ‘movie of the month,‘ the 9 pm and the 11 pm bands. Over the years we have ensured that the right mix of titles are acquired and made available on time. We have also focussed on creating appointment viewing.
Is there a different strategy in acquiring big titles this year?
The big releases include Alice In Wonderland, Percy Jackson, Australia and Avatar. The split between our library content and premieres remain largely unchanged in the coming year. Programming wise, the top three players are all playing the same combination of premieres and library content.Of course, the proportion would vary depending on the specifics of strategy and budget. Earlier, Star Movies and HBO played in this space. Pix joined the race effectively over the last one year with some big premieres.
Have you created new blocks recently to cater to different TGs?
Every title airs at a time relevant to the TG available. No new blocks have been created, but we continue to have our 11 pm festivals and movies of the month.
‘In case of Star World there are some missing pieces and we do have plans in place to fill them shortly. Our choice of drama and sitcoms is being fine tuned‘
What strategy is being followed to reach viewers in the smaller towns and cities?
Our key audience resides in the metros and we are reaching them effectively. At the same time, there is the potential to reach out better to people across 27 million + towns. It is clear where we need to focus currently.
Last year you said that the focus would be on communicating to advertisers that they should spend more on this genre compared with English news channels…We met with clients and embarked upon a ‘myth busting‘ exercise. All clients were positively surprised at the findings and they were going to ask their agencies for more information and re-evaluation of plans.
So that exercise did its job then. But it‘s a perception change exercise and when perceptions are so deep-rooted, it will take time for substantial results to start showing. But the good thing was that all clients were very receptive to the information.
Have viewers‘ perception of Star Movies changed over the years?
Research shows that Star Movies rates very high on perception and we believe that this has strengthened over the last one year.
Is there a lot of innovation in terms of the packages that Star Movies and Star World offer advertisers beyond the 30-second spot?
Yes. We invest resources, monies and time into providing solutions to our advertisers. For all substantial spenders, we extend huge value.
What new acquisitions were made for the two channels?
For Star World, we recently acquired the second season of Moment Of Truth and Masterchef Australia. We are in the process of reviewing content that was shown at other markets to make our selections.On the movies front, we signed a deal with Disney for films. It is a package of new releases and library content. We are in the process of closing the deal with another leading studio.
Could you talk about the programme restructuring that Star World went through last year?
The restructuring of the schedule was done with the objective of creating appointment viewing on the channel. We created horizontal programming bands to suit the viewing habits of the viewer better.We have seen a 24 per cent increase in viewership after this change over the previous quarter. If we replicated the scheduling pattern that is followed in the US, we would not be able to build viewing habit or attract newer audiences.
Data shows that Star World‘s share has only grown marginally and it is still a clear number two. What is the missing piece in the game plan to catch up with competition?
Data shows that the gap has reduced substantially. We have been number one twice in the last few weeks in digital homes. We have been number one now for the last 9 of 12 weeks, even amongst the SEC A,B audiences. There has been growth. Directionally therefore, we believe, we are on the right track.But you‘re right. There are some missing pieces and we do have plans in place to fill them shortly. Our choice of drama and sitcoms is being fine tuned. We have acquired popular shows like Moment Of Truth. It‘s no secret that we will have Koffee With Karan. This is just a sample of what will populate the year‘s calendar.
Is Star World also creating time slots for different TGs?
Well, not really. There is a core TG that we will cater to and all programming will necessarily appeal to this. What we will do is schedule in a manner that will best suit the audience present at any hour.
Is Star World looking at any local initiatives?
Yes we are. It is definitely a part of our programming mix.
What is the criterion for selecting shows for Star World?
Core audience appeal and fit with channel imagery are the foremost criteria. ‘Appeal‘ of course has many layers and is dictated by our understanding of the core audience and the role our channel plays in his/her life.
While action thriller remains the most watched content in this genre, the lifestyle quotient has picked up and has replaced comedies as second most popular. Have audience tastes changed recently?
That‘s true. Lifestyle has indeed picked up. However, I would not go as far as saying that they have replaced comedies because it depends on the sitcom in question.
Audience tastes have evolved as the environment around them changed. Spa and luxury holidays were not within reach earlier. A wine trail or Latin American dancing were even more niche earlier. Stand up comedy was not so big earlier.
The two channels use digital marketing a lot. How effective is it compared to traditional media?
We have been heavily using digital media. Television, though, will remain the primary vehicle in our media plans.
New players like FX are coming in. Will this boost viewership share for the genre or simply cause fragmentation?
If there is more of the same thing, then fragmentation is a given. Because nearly 80 per cent of the English general entertainment viewership comes from less than 20 per cent audience. Even if there are gains, they will be marginal.Unless you can get sampling from light viewers or maybe non-viewers, a viewership boost is difficult. We will be doing our bit to expand the genre.
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‘Our goal is to increase our audience share to 25 per cent’ : Pix business head Sunder Aaron
When Pix launched four years back, it had to be content with library movies. Now the English movie channel has evolved into a stage where it can air current titles to draw in younger audiences and nurture ambitions of competing successfully with Star Movies and HBO.
A focus area for Pix will be to aggressively get into the action genre.
An important mix on the channel is also non-film content including football.
In an interview with Indiantelevision.com‘s Ashwin Pinto, Pix business head Sunder Aaron talks about the channel‘s progress over four years.
Excerpts:
What factors prompted Pix to change its positioning to a blockbuster channel?Our positioning as a premium Hollywood movie channel has not changed. We are still about telling good stories. It is just that our programming strategy has evolved. Our game plan in 2006 was to transform Pix into a current film channel. We are following the path that we had laid out for ourselves when we launched the channel.
What was the plan in 2006?When we launched the channel, we mainly had library movies from Sony and MGM. We also had all time favourites like Jerry Maguire. We still have those but they do not dominate our primetime as much as they used to. We knew that four years down the line we would add current movies and be as current as HBO and Star Movies.
So new films have to be part of the recipe for a successful English movie channel?We have learnt that brand new current films are the prized assets in this genre. At the end of the day, that drives spikes in viewership. As long as there are enough spikes, the overall welfare of the channel and its profile will rise. You will see the movie channels that have current films – HBO and Star Movies – excel.
You can have other kinds of films but it is these big, current films that will drive the channel. Within these current films, it is the action genre that is the most valuable and the most attractive. This is what our focus will rest on.
Any other lessons that you learnt from the last four years of Pix‘s operations?Yes, subtitling. To widen the reach, this is an important tool. We avoided it for a while but our viewers asked us for it. This led to an increase in reach. Shadows of Time, for instance, did well in the six metros. It is a Bengali film with subtitles. Subtitles make it easier for viewers to understand the film.
Is it fair to say that older movies do not have much traction due to the niche nature of this genre?You have raised two points. The English film genre is not niche anymore. If you look at it from a cable operator‘s point of view, they must have English movie channels. It is as essential as a sports channel.
One reason why older films do not as work as well is that the audience likes films that are current and sexy. The newer films appeal to the younger generation. Library films have less action and special effects. The style of cutting and editing is different from the way it is now.
‘We will have more current films. Our audience will also be more youthful and we will have a wider reach across the country‘
There are already two channels that showcase blockbusters and aim at becoming bigger and better. How will Pix differentiate itself?We operate from India. Star Movies is operated out of Hong Kong, while HBO is based out of Singapore. The fact that we operate out of Mumbai allows us to be more hands on.
We actually do local programming like Chicks on Flicks. We also have sports properties like the FA Cup. Thanks to the World Cup, the soccer fans have grown.
What goals have been set for the year?Our ultimate goal is to increase our share to 25 per cent and be on the same level as Star Movies and HBO. Right now our share is around 20 per cent. We want more youth tuning in. The current films are aimed at broad basing our reach.
Pix went for a design and look makeover. What was the aim of this?
We want to draw in younger audiences. It is not that older audiences are not useful but the fact is that the youth are the demographic that advertisers target.
The channel looks slicker and is more attractive visually. Earlier the look we had was too static and flat, colour-wise. Now there is more dynamism.
Is Pix going to create time slots that appeal to different TGs?We already have slots like Super Movie of the Month and programming tailored for the afternoon. Our share and time spent has grown though the category as a whole has fallen.
Does the English film genre face fresh challenges this year?Scarcity of product is a natural issue. The increase in prices and fragmentation are other issues. We are clever about how we deal with suppliers and where we find our movies. We track viewer feedback regularly. If somebody sends us an email, we read it and even respond sometimes.
Attention spans are changing. People are flipping channels a lot more. Luckily at Pix the time spent has been increasing. This shows that our films and promotions are better.
How much library content is on the channel and what are the big properties coming up?Our ratio is the same as our competition. We are airing The Hurt Locker which is a big one. So for two years in a row, we will be airing the Oscar winner for best picture. The other movies include Hot Tub Time Machine, District 9 (science fiction) and New York I love You.
The aim is to have at least one blockbuster each month. Then we have films that are not big blockbusters but are also premiers. If it is really good, it goes into the handpicked movie slot.
Have you changed how the weekend is programmed?No! We still promote the 9 pm movie. We had the properties Cheap Thrills and Damn Good Drama, but we got rid of those.
How tough will it be to get current films given the fact that major studios already have output deals?
It is a challenge. We have to be resourceful in terms of finding films that make the channel look good and elevate our level of programming.
Do Sony‘s films come to Pix first now?No! Their films go to HBO first. That output deal is still on.
Is local content like shows going to be more important going forward?
It is a distinguishing factor. We have Chicks on Flicks. And we are looking at a couple of other concepts. Gateway (the show done with Ashok Amritraj) will return eventually. It is a complex series that takes planning and it will come back with a new judge. The celebrities on the show have to commit to four to six weeks of shooting.
We are looking at Hollywood-based film shows. They are useful as interstitial programming.
Are you looking at expanding your base into smaller towns?It is costly to do marketing there. The focus has to be on the primary target market – which is metros. Beyond that, we do tie ups to reduce costs in secondary and tertiary towns.
This Is It was an interesting experiment. Since it is a musical and it transcends language barriers and has Michael Jackson, we did promotions in regional languages.
What marketing activities will Pix do this year?We will do a brand campaign when we air The Hurt Locker. This will reinforce the new content on our channel. The Hurt Locker is the kind of film that will pull in a wider, more mass audience.
Are out of home activities important?Yes! It is important for a channel that is local to behave in a local manner. The Pix Movie club was launched a couple of months back and the response has been strong in places like Mumbai. PVR is our partner and they are also happy with the outcome. You need events to connect with viewers directly on a regular basis.
We had Hollywood Pix Your Brain last year. This was a trivia quiz. It will return. With This Is It, we did activities in malls like flash mobs. We also did a four-city legendary Michael Jackson tribute. Music groups paid tribute to the late pop star.
What role does digital play?It is important given that this is where the youth spend a lot of time. On our site, you can get mobile reminders. We do online promotions. Certain films lend themselves to online promotions like This Is It and Slumdog Millionaire. The budgets are not big and so online is a better way to go about as it is a targeted promotional activity.
Is Pix planning to launch more channels?
Eventually, we will. We will start with digital platforms, but you will not see another Pix channel for a year. There are channels that launched but fell by the wayside. We do not want that to happen.
Where do you see Pix a year from now?
We will have more new, current films. Our audience will also be more youthful and we will have a wider reach across the country. The aim is to also have better viewership in secondary and tertiary towns.
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’50 per cent of the challenge of filmmaking lies in marketing’ : Ashok Amritraj – Entertainment chairman and CEO
Former tennis player turned Hollywood film producer Ashok Amritraj has reason to celebrate. Having spent 25 years in filmmaking, he was recently in India to collaborate with English movie channel Pix from the Sony stable to kick off a reality show titled ‘Gateway.’
Amritraj’s new hunt: to discover the “hidden filmmaking talent in India.” His firm Hyde Park Entertainment will act as a platform for this talent to go international.
In an interview with Indiantelevision.com’s Ashwin Pinto, Amritraj shares his insight into the business of filmmaking in the West, his relationship with studios and the experience of working with top talent in the industry like Bruce Willis and Steve Martin.
Excerpts:
What opportunities does the burgeoning Indian media and entertainment scene offer for Hyde Park?
The good news for India is that the entertainment industry is growing. The television industry has seen enormous growth. The motion picture industry will hit a steep curve over the next five to seven years. The younger generation of filmmakers are much more globalised. They understand filmmaking in a different way compared with their predecessors.There are interesting opportunities in a growing industry. My business is in Hollywood first and foremost. But I have always felt a great affection and affinity for the country where I grew up. This year is the 25th anniversary of my being in Hollywood and I have made over 95 movies. It felt like the time was right to come back and do something here.
How did the idea for ‘Gateway’ come about?
Young Indian filmmakers have a lot of talent. Around a year ago over dinner with Sunder Aaron (Pix’s business head) I expressed an idea that involved a search for a talented aspiring filmmaker who would be given an opportunity to work with my company and make a Hollywood film.Pix was interested and so we started to evolve the whole idea. The concept got bigger and better. We are excited about seeing ‘Gateway’ come to fruition.
In the US Mark Burnett and Steven Spielberg did a film-based reality show On The Lot which didn’t fare as well as had been expected. What went wrong and how confident are you that ‘Gateway’ will take off?
I don’t think that anything went wrong. It comes down to a person’s take on a certain kind of a show. At the end of the day our show will pick a director and give him an incredible opportunity. Spielberg’s show was the same way.However, the way of getting there and the tasks that they go through the elimination process is completely different. In one way it is close to The Apprentice as I will act as a mentor. In another way it is also close to Project Greenlight, which was done by Ben Affleck and Matt Damon.
There are different things being done. Our show is very India centric. It is for Indians. The aim is to make the path of a talented Indian filmmaker to Hollywood easier. We are looking to provide a platform for a young fresh Indian director to showcase his/her talent on the world stage. He/she is guaranteed a distribution of his movies between Sony and Hyde Park Entertainment.
What brought you and Pix together?
Our relationship with Pix is based on their tagline – We Tell Stories. This is the basis on which Pix was launched. A lot of what they do is story based. Top Hollywood producers also feel the same way.Money is available from a myriad of sources like hedge funds. However stories, talented and original storywriters are hard to find. When you do an initiative like Gateway you could find an extraordinary talent like an Ang Lee or an Alejandro Gonzalez Inarritu.
What are you looking for in candidates?
I often speak at schools and colleges and also at UCLA, AFI and so on in the US. I say that PQ plus CQ will always beat IQ which means that in films the passion quotient combined with the curiosity quotient will always trump the intelligence quotient.You also need abilities like how to handle actors, how to work with creativity, how to formulate a story, how to keep a producer happy. As you put all these pieces together and add to that a personality that can work, you try to frame the whole picture.
Are you looking at other television projects?
No! I am a film guy. I have not done television. Internationally Gateway represents my first foray into television. This project is personal. It is less about doing a TV show and more about finding hidden filmmaking talent in India.Last year you had mentioned that Hyde Park was looking at a JV with an Indian animation firm. Has anything happened on this front?
Practically everyone has come to us to do something. We are going to make a film here in October called The Other End Of the Line. We will use an Indian actress who could be a newcomer or who has done a couple of movies. It is a question of finding talent. Hyde Park is looking to act as a platform for Indian talent to go international. Bollywood films may not crossover into Hollywood but I certainly think that Indian directors and actors can achieve this.In general what does Hyde Park look for in a project before giving the go ahead?
Everything starts creatively. Our creative team in Los Angeles is presented with around 100 pitches each month. These include novels, books, videogames, comics, screenplays. We look at over 1000 projects a year. We develop a dozen and make three to four films. Those three or four films are chosen on the basis of creativity, gut feel and the kind of film we are looking to make.Secondly you look at the distribution paradigm and you look at who will want to watch this kind of a film. The distribution team gets involved and lets us know what will work and where. Then we get a casting director to tell us things like a certain project will only work if Brad Pitt is involved or it will only work with Kevin Bacon. All these pieces are put together which is why it comes down to only three to four films.
When you work with a big star like Steve Martin on Shopgirl how much of a collaborative process is it?
I am closely involved with every film we make which is why we only make three to four films a year. I could make ten movies a year but we do not as I would not be able to give enough attention to each one of them.The areas where I am very personally involved is developing the screenplay to a point where I as a producer am happy with it. I am closely involved with getting the principal cast and the director. Then I get hands on post-production. During the production period the director runs the project.
We start with storyboards. So you have the movie laid out before you pretty much. We know where the camera angles are, where the locations are. We then do a read through with the whole cast. Sometimes we take a complicated scene from a camera point of view and computerise it. For me the post-production process in terms of the cutting, sound and music becomes very critical.
Could you talk about some of your favourite experiences of working with creative talent?
I have worked with a number of very talented actors over the years. Steve Martin is brilliant as he is a writer as well. We worked very closely together on Shopgirl as it was his novel which he entrusted to me. He wrote the screenplay and produced it with me. I also worked with him on Bringing Down The House which was a completely different experience. Queen Latifah was a complete pleasure to work with. She is a great character.I did Bandits with Bruce Willis, Billy Bon Thornton and Cate Blanchett. That was a dynamic experience as was working with Anjelina Jolie and Antonio Banderas on Original Sin. All these actors are extraordinarily professional. They arrive on time and treat their craft as a business. They are very disciplined which results in success.
As a producer when you have a film like Bandits with more than one big star, how much of a challenge is it to deal with egos?
Actors always have to check their egos. That is a task I have to deal with. It is also part of the director’s job. When we pick a talented filmmaker through our Gateway initiative, he is going to have to understand that managing actors is a large part of the job.‘ Filmmaking is getting democratised with the use of mobile phones & Youtube‘How did a tennis player from India like you get accepted in Hollywood?
The first six to seven years were an incredible struggle. Nobody wanted to make a movie with me as our family was not involved in the movie business at all.I got lucky in 1984. I met a young chap who was a limousine driver. I met him again in 1990 at the Cannes Film Festival. He said that out of 800 photographs he had sent, only I had responded. The person was Jean Claude Van Damme and we made Double Impact. Then people in the industry found messages that I had called two years earlier. They got back to me and things started to roll.
You have been making films for two decades now. What is the biggest change you have noticed in the industry?
There have been many. In 1984-85 when I started to make movies for half a million dollars, there was at that time a fight between two formats – VHS and Beta Max. VHS won in the end. Then the international market for Hollywood grew. Satellite movie channels became more prominent.The digital revolution is amazing. You just have to look at what George Lucas did with Star Wars. A more recent film 300 was shot against a green screen. It is an exciting time to launch Gateway as directors today have more tools at their fingertips.
Would you say that filmmaking has become more democratised?
Absolutely! Democratised is a great word to use. One can use a mobile phone to make a movie. There is Youtube through which you can get millions of film fans to view your film and comment on it. Anybody can make a film.You do not have to be the son or daughter of someone famous to enter filmmaking. You don’t need to have a huge film background to get into it. You need talent, vision and creativity. Gateway is a democratisation of filmmaking.
Are new forms of distribution like VoD making it easier for a film producer to recover costs?
It is another revenue stream. But I agree with guys like Scorcese and Tarantino that a film has to make money theatrically if it is to be anything on video or video on demand.When you started out you focussed on action and comedy. Are you looking to branch out further in terms of genres?
I hate to sound egotistical but I have worked in all genres. I have done action films like Double Impact, action comedies like Bandits, serious films like Shopgirl, Moonlight Mile and family films like Dreamer. The thing that I like about Hollywood is that I can do different things.We just released Premonition with Sandra Bullock. We will release Death Sentence which is a gritty action film. It is not a ‘shoot them up’ film and I believe it will make audiences think a lot. It is about an ordinary man being put in an extraordinary position and to what extent he would go. It stars Kevin Bacon and Kelly Preston.
You co-produce films with different studios. How would you describe your relationship with them?
I have worked with pretty much every studio. My main deals today are with Fox and Disney. I have a first look deal with Fox and a second look deal with Disney. Death Sentence is being released by Fox on 31 August. I am also close with the guys at Sony and Paramount. I made Dreamer with Dreamworks. I have made ten movies with MGM.How does the Bollywood system compare with Hollywood in terms of creativity and professionalism?
The Bollywood system has worked for many decades now. I think that they are now gravitating towards fully completed scripts before shooting commences. There are more storyboards in Bollywood now as you cannot shoot visual effects without them.Are films like the Oscar winner Crash a sign that Hollywood is becoming more multi-cultural now compared to the early 1980s?
Definitely! When I started out 25 years back, I could not find another Indian guy. Today there are Indian agents, studio executives. There are Asians all over the place. Also, Hollywood is getting inspired by stories from Asia and so you have films like The Ring, Dark Water and The Grudge. Also you have Asian stars like Chow Yun Fat, Michelle Yeoh, Gong Li, Jackie Chan and Jet Li.Do you feel that there is a lack of respect for IPR in bollywood?
I think what is lacking is good quality writers. Writers need to be encouraged more here. They are the lifeblood of the Hollywood business.Why can’t India have a global film like what China is doing with films like Crouching Tiger Hidden Dragon?
I think that songs and dances in Bollywood films are a cultural barrier for someone in Idaho. However the way for Indian cinema to succeed overseas is to make films that emotionally resonate across the globe. That is what The Last King Of Scotland did. That film could have been made by anyone. Little Miss Sunshine and Letters From Iwo Jima did the same thing. The casting was also great. Emotionally resonant films come out of great stories and not necessarily from simply having a big star like Tom Cruise.Finally how much of a threat do you feel new forms of entertainment like gaming will be to films five years down the road?
I know that I am not only competing against other films but also with other forms of entertainment. Marketing will have to become more savvy. At Comic Con which was recently held in Las Vegas, we gave away products to push our new film. That is one way in which you can differentiate yourself in a cluttered media environment. Fifty per cent of the challenge of filmmaking lies in marketing. -
BBC World launches ad campaign for ‘World News Today’
MUMBAI: With an aim to capture the Indian market, BBC World has launched a new advertising campaign in India for the new show World News Today which has started from 23 July.
It has released four print ads, two TVCs, two radio spots and one internet ad for the Asia-centric news show hosted by Nik Gowing.
BBC World marketing and communications head Vaishali Sharma elaborates, “As the show is focused for the Indian audience, the ad campaign is made to meet the needs of the Indian market. We are trying to reach out to the people by our ad campaign.”
“With a common tagline for all the ads which reads ‘what affects the world, affects you’, the campaign stresses upon the fact how global changes affect our lives in India,” she adds.
One of the print ads read ‘To know if we’re going to receive record rainfall this year, check the skies in Oman.’ The other ad states ‘To find out if petrol prices will rise. Keep an eye on America’s Middle East policy.’ To know if our foreign holidays will get cheaper one has to keep an eye at the US-China trade gap, explains one of the ads. The other ad asks to watch the show to discover how by walking into an Amercian mall, one can figure out job oppurtunities.
Sharma says that the print ads will be placed in almost all the leading dailies of major cities like Mumbai, Delhi, Chennai, Bangalore, Kolkata, Ahmedabad, Chandigarh, Amritsar, Srinagar, Hyderabad. Meanwhile, the radio spots will be aired on Radio City and Radio One.
BBC World will run the 30-second TVCs only on Discovery, Travel and Living, AXN, Pix, Zee Café and Zee Studio who share a similar audience profile.
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Sony to offer interactive feed for World Cup in DTH, Cas homes
MUMBAI: With the World Cup scheduled to kick off later this month, Sony is ready with a few plans up its sleeve. One of these involves adding a value added feed for direct-to-home (DTH) and Cas (conditional access system) subscribers.
Addressing a media briefing this afternoon Sony Entertainment Television (SET) India CEO Kunal Dasgupta says that the channel is looking at having two angles – stumps and mid wicket. They are also looking at making this interactive feed available in Cas homes. “The coverage from different camera angles will help DTH. We are also in talks with multi-system operators (MSOs) to offer this to their set-top box subscribers,” Dasgupta adds.
SET India has sold out its entire inventory for the World Cup and expects an all-time high audience for the big event with the matches favourably positioned for prime time viewing in India. The company had earlier indicated that it was targeting Rs 5 billion in ad revenues from the ICC Championship and World Cup.
The matches will not be shown on flagship Hindi general entertainment channel Sony TV (they will be telecast on Max, Sab and Pix) as the cricket telecast will disrupt viewing of its tradional programming content. Instead, the movie list on the Sony channel will be enhanced during the World Cup.
“We are in the process of rebuilding Sony TV which has slipped from its number two position. When we put up matches on the channel in the last World Cup, we suffered. We won’t make that mistake this time. We are getting Indian Idol back and in the coming three to four months we will be coming out with new shows that we are confident will see the channel move up,” says Dasgupta.
Sab TV, which Sony acquired to have a two-channel strategy in the general entertainment space, will be relaunched after the World Cup.
In terms of viewership, Dasgupta says that the number of C&S homes have more than doubled from 32 million when the previous World Cup took place in 2003 in South Africa. DTH platforms will also give a boost. “There is a strong lead in which was not the case in South Africa where matches started at 2:30 in the afternoon.”
He adds that this time there will be a lot of out of home viewing as the match starts at 7 pm. Already 70 organisations have asked Sony for permission to air matches during parties. “Places like Goa will have a carnival atmosphere. The trend will be for people to watch matches till late in the night. The World Cup will really kick off from 23 March when India plays Sri Lanka.”
Dasgupta, however, was critical of the high acquisition cost for cricket properties. “As a standalone, it is a loss leader in the portfolio. You take it to boost other areas of the network like distribution and weaker properties.”
In terms of ad revenue Sony recently came out with a 12 match package for spots. This involves the India games, the semi finals and the final. The other spots package it offers to advertisers is for the final 27 matches.
Doordarshan will get to telecast 19 (including the India contests, semi-finals and final) out of the 51 World Cup matches.
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Catch the multi faceted Jeff Bridge on Inside the Actors Studio this Sunday at 7:00pm
MUMBAI: He got cast in a film when he was an infant and has not looked back ever since. He has performed in over 60 films and received several nominations in Academy awards, Golden Satellite, Screen Actor’s Guild, and The Golden Globe. His peers have saluted him with a star on the Hollywood Walk Of Fame.
But Jeff Bridges is much more than just an actor. He has several talents and pursues them with equal passion. To put it in his words, “I don’t think I ever went down that movie star path. I always enjoy taking a 90-degree turn from the last thing I did.”
Read below to catch some interesting Trivia about this American actor…
He is the son of Lloyd Bridges, the brother of Beau Bridges and the uncle of Jordan Bridges, who are all successful actors
Although he and his father Lloyd Bridges appeared in six different productions together, they never played father and son
In his off time while on sets, he is known to document the filmmaking process by photographing fellow actors and on-set staff with a panoramic camera. He has published many of these photographs online and in print titled “Pictures”
Bridges is also a cartoonist. Some of his “doodles” have appeared in various films, such as K-PAX and The Door in the Floor.He incorporates his drawings on his web site, notable because it is almost completely hand-written and drawn art—not typed
He loves playing the guitar and indulges in music at every opportunity he gets
He married Susan Geston on June 5, 1977 after meeting her on the sets of Rancho Deluxe in 1975. The couple have 3 daughters, Isabelle , Jessica ,and Hayley
At the age of 17, he was addicted to marijuana. His parents contacted a group called Developing Adolescents Without Narcotics, which put Bridges through an “intervention” to kick his habit
He is a big fan of the Beach Boys and Brian Wilson, former lead singer/song writer for the group.
Before Bridges went to school, he served in the United States Coast Guard.
Meet the very talented Jeff Bridges in a discussion with James Lipton on Inside the Actors Studio this Sunday at 7:00 pm on PIX.
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Catch Hugh John Mungo Grant in a tete- a- tete with James Lipton on Inside the Actors Studio this Sunday on PIX
MUMBAI: Inside the Actors Studio is proud to welcome Hugh Grant, this Sunday Jan 21st, 7:00pm on PIX. Although his classic good looks make him a shoo-in for romantic leads, Grant’s comic capabilities — marked by a nervous stutter, desperately fluttering eyelids, and an ability to capture a brand of distinctly English embarrassment, have marked him as more of a comic performer than a serious leading man.
He has won various awards like the Venice Film Festival Best Actor Award, The British Academy Best Actor Award and the Golden Globe award and many more. Some of his very popular movies are Four Weddings and a Funeral, Sense and Sensibility, Extreme Measures, Notting Hill, Mickey Blue Eyes, Bridget Jones’ Diary, for which he was nominated for an Empire Award. Read below to take a quick peep into Hugh Grants’ Diary and watch out for much more this Sunday on Jan 21st at 7:00pm on PIX…Got his start by performing in a British comedy sketch group, The Jockeys of Norfolk
His favorite artist is Patrick Rondat
Is an avid golfer and has been spotted taking part in pro-am tournaments
Won the Peter Sellers Award for Comedy at the 1995 and 2002 Evening Standard British Film Awards
His production company is called “Simian Films” — so named by Elizabeth Hurley because she has said that he resembles an ape or a monkey
Opted not to do a nude scene in Four Weddings and a Funeral when a make up artist asked if he wanted definition painted on his body
On the set of Mickey Blue Eyes, James Caan gave Hugh the nickname of Whippy, because Caan said Hugh worried about everything like “the little whippet dogs that get nervous and you got to put a sweater on them when they’re cold”
Featured in the 1996 paperback “Mug Shots” that includes many other celebrities who’ve been arrested for one reason or another
So what you waiting for… get yourselves ready for a cozy Sunday evening with Hugh Grant in an exciting episode of Inside the Actors Studio on21st January, 7:00 pm only on PIX…
