There is a kind of chicken and egg scenario, where the industry is stating that they don’t have cinema halls for viewing and the cinema halls are stating they do not have the content for distribution.
MUSHFIQUR RAHMAN is the founder and Managing Director of Bioscopewala Productions Limited (Cineplus) and the Director and Business Development Manager of Stellar Digital Limited (Bongo). He previously served as the General Manager of PCS1 and Revenue Assurance Officer of Fastserve Network. Cineplus which is under the label V3, is the pioneer of Box Office Collection Process (BDC) in Bangladesh.
What is the current scenario of the film industry?
The movie industry is, unfortunately, a dying art. If we look at most of the greatest movies, they come from literature. It provides a sense of story line. When the story line is there, the production initiates the project, a writer turns it into a script and a director makes this a visual reality. We don’t want to follow this science or hone the skill. We find a formula that works and expand upon on it until it becomes redundant and boring. We don’t create new concepts; there is a trend of just copying whatever seems to make commercial success globally or within the region. For example, the new trend involving the copying of Tamil movies, which are predominantly for mass entertainment purposes. This lack of content is continually deteriorating. We all watch movies but when is the last time we have gone to see a Bangla movie in the theaters? We must learn to focus on emotional films given that our production budgets for films such as Avatar. There is a kind of chicken and egg scenario, where the industry is stating that they don’t have cinema halls for viewing and the cinema halls are stating they do not have the content for distribution. The idea that cinema is a 3-hour event that brings friends and family together must return.
What are the challenges in acquiring this information in Bangladesh?
The distribution of films is not marketed properly. We need to have a team that focuses on the distribution of a film and how it will become a commercial success. We also need the respective authorities to give the proper incentive to owners of cinema halls. If they are given the correct tax incentives for foreign films as well as local ones, they will be more compliant. Box office collections are more often not reliant because many owners are struggling and the tax imposed will further enhance this. Therefore, they are more likely to give data that is not sufficient. We also need to input the latest technologies and the methodology of box office families. If one were to look at the key demographic of moviegoers in the country, it would vastly help the path of a more prosperous industry. Furthermore, we have a trend that is not willing to share the data that we have acquired. Many feel like they may fall into trouble because of providing this information.
How will data collection help the industry grow?
A common phenomenon that is being witnessed is the one-time producers. These are citizens who have the capital for the budget of the movie. However, they are not getting a definitive idea of what revenue is being earned from the film and discontinues these interests. If we can gather this data, we can show proper producers and investors how much profit they will be making. Like all industries, the primary purposes of these productions are to gain profit. There is no such thing as a non-commercial film; it is simply a movie that is completed in a lesser-used manner to find a market with the niche audience and eventually bring in revenue. When proper data is collected, the same investor and producers that have acquired knowledge regarding quality films will have the incentive to invest in motion pictures. Increased investment naturally leads to a much better product. The artistic directors, actors and staff require a greater budget and with this the industry will have the space to grow.
The recent riots over the ban on movies from Bollywood have sparked the argument as to whether introducing films from various countries will benefit the industry. What is your opinion regarding this proposal?
As I have postulated, there should be a taxation system for which these movies are shown. For a Bangla film to make a significant profit, it must be screened at 80 to 90 theaters within the first week. If the major theaters are showing the same film at the same time, the movie will not circulate as much. If we show foreign films with a higher taxation, it creates a sort of balance. It also gives the audience the incentive to go back to the theater because there is something else to watch. The show times or these films can be distributed on alternative days to ensure a greater experience.
The Prime Minister has stated that the film industry should focus more on societal matters as opposed to the formulaic commercial films. Do you think that this is plausible on an economic stand?
There was a golden age of Bangla cinema where the realities of our country were depicted in the film. I think our Prime Minister was trying to state that we must go back to that to draw the audience. A movie where the antagonist is wealthy and arrives in a helicopter is not a plausible script. If the public cannot relate to the film, they are not as likely to return to the cinema.
The West Bengal and East Bengal film industries have a turbulent history. However, collaborations have recently increased. How do you think this will benefit the film industry in Bangladesh?
As I have stated that any venture will work if there is a distinctive reality. There are many differences between West and East Bengal. If the movie is set in West Bengal, it should be reflective of the realities and livelihood of the locals there. You cannot have a movie that is set in Dhaka but shot in Kolkata because there is a clear distinction between the cities that takes away from its authenticity. The collaboration movies or joint-venture movies will only be beneficial for the industry, if it serves both countries creative and financial interest.
How would addressing these changes affect the industry?
All of the above is necessary for the betterment of our cinema industry. You have to show the audience the truth of a situation. They have used their hard earned money to come to the theater, and they should have that unique experience. There are many today that allow one to watch a film at home via the Internet. The quality of theater must improve to provide a more holistic experience. If our cinema or movie theaters are friendlier to the female audiences, then the total number of moviegoers will increase exponentially. If we look at the history of box office success of Bangladeshi movies, most of them are realistic and social films with a little twist of fantasy such as “Monpura”. Recently there was a West Bengali film entitled “Belasheshe”. It was a very simple story that showed the life of an elderly couple but had a plausible and unexpected twist. The movie not only faired well in India, but it was also bought by a majority of channels worldwide. This is evidence that the audience would like something that is relatable. I agree that the cinema is a magical experience, but that magic comes from enhancing a story that reflects our day-to-day reality.
A recent study (Digitization and Films in retrospect Bangladesh by Ehsan Kabir) has stated that the industry needs to adapt to new cinematographic techniques, they must be envisioned to the global standards. How would these innovations help the industry?
I don’t think that this the most appropriate way to go about innovating the industry. Given the availability of downloads and obtaining foreign movies, it is not practical to create a film that will compare to that of those standards. Our budget and technology will not cater to those specific innovations that 3D and green screen technology have brought. It will look like an adulterated version of the original maker’s concept. We should concentrate more on social movies. Our appeal to emotion has proven to create films that are successful and of quality. If something works, why are we trying to break it and make something else?
