The R11,000-crore Indian film industry may soon leap into far corners of the world, with developed film markets like Australia, Poland, Canada and Israel showing much more than mere active interest. This was evident in the record number of foreign participants at the ongoing 42nd International Film Festival of India (IFFI), which kicked off earlier this week.
Driving IFFI 2011 was information & broadcasting minister Ambika Soni, who has promised all possible help in promoting Indian cinema within the country and outside. As a result of two-year-long efforts between India and Australia, the Australian government is now keen to provide financial help to Indian film makers, including tax rebates, grants and access to all possible opportunities Down Under. This help will be available to all local film producers and production houses once the India-Australia audio-visual co-production treaty is signed.
?Australia has a small audience for its local cinema, whereas India has an enormous and enthusiastic audience for its local cinema,? said Julia Marlow from Screen Producers Association of Australia at the Film Bazaar in IFFI. The Australian delegation is in IFFI for a three-day business visit.
According to Kathleen Drumm from Screen Australia, Indian filmmakers will be counted as Australian filmmakers, and vice versa once the co-production treaty is in place. ?It would be immensely beneficial for both,? Drumm added.
Of late, a number of Bollywood films like Salaam Namaste, Chak De India, Heyy Babyy and regional Tamil, Telegu and Malayalam films have been extensively shot in Australia. Even TV series on Sony Bade Acche Lagte Hain was shot in Sydney recently.
Israel, on its part, is already scouting for Indian film makers, scripts and projects for helping them with financial aid. Poland and Canada want to invite Indian film industry to their countries to not only shoot films, but also to jointly develop film and television projects which will help their respective economies.
?Countries like Australia want Indian film makers to shoot their projects. This helps them in getting publicity, which translates into increased tourism and more revenue to their economies. We are doing our bit by improving the auditoriums and film screening facilities, modernising infrastructure and creating more buzz around IFFI,? said Ambika Soni. She added that she will once again take up the cause of rationalisation of taxes levied on Indian films. ?I have been taking film delegations to the finance minister for reducing the burden of entertainment tax. I will do so once again before the Budget,? she said.
Marketing Indian films to overseas film makers and distributors is the fifth NFDC Film Bazaar, which is part of IFFI, and which has already seen a 11% jump in the number of delegates and a 13% jump in film screenings compared to 2010. There are 23 projects from several countries like Pakistan, Sri Lanka, France, Italy, United Kingdom, US and India that are seeking co-production and distribution partners.