Gayatri Deshmukh (BOMBAY TIMES; May 15, 2014)

With Rs 15 cr riding on the Riteish Deshmukh starrer Lai Bhari, Marathi film budgets have skyrocketed in recent times. On an average, film budgets range anywhere between Rs 2.5 to 3 cr and big budget films go beyond the Rs 4 cr mark. The budgets have also bloated up as filmmakers are going that extra mile and investing all that it takes into a film's publicity.

BOX OFFICE 
Encouraging box office returns have instilled the confidence in filmmakers to invest well. Filmmaker Aditya Sarpotdar whose Narbachi Wadi (2013) did good business, pointed out, “Last year was excellent for the industry in terms of box office collections and this year looks promising too. While prior to 2013, barely three or four films enjoyed profits, last year alone saw around 14 films make profits and few others do good enough to recover their cost". One of the main reasons behind this is the reluctance of filmmakers to rely on satellite prices and instead work hard to draw crowds to the theatres. Filmmaker Renu Desai whose Magalashtak Once More made a profit, said, “Producers like me don't rely much on satellite prices and instead focus on theatrical collections as I have complete confidence in my product. If you make a good film and market it well the audiences will appreciate it. I am confident about my next, Ishq Wala Love, and will be paying equal attention to filmmaking as well as publicity".

Distributor Sameer Dixit said, “Compared to the last few years, Marathi films are doing really well at the box office. While the ratio of films earning a profit has increased considerably , there still is a lot of scope for improvement."

EXTENSIVE PUBLICITY AND ADVERTISING
The trend of spending wholeheartedly on publicity too has gone up in the Marathi film industry and filmmakers are spending a huge amount on it. Experts feel that had films like Time Please been promoted extensively, their results might have been better. Nikhil Sane, producer of Timepass and Fandry said, “Having realised the importance of marketing, we have been very particular about our marketing strategies since Natarang (2010). We design our film's marketing plan beforehand and never allot any specific budget as such and do everything required to reach out to the audiences. Cost of publicity for Timepass and Fandry was more than their cost of production. While every film of ours roughly touches Rs 3-4 cr, Katyar Kaljat Ghusli is our costliest film till date and we have a proper promotional campaign planned for it."

Sachin Nagargoje, director of Taptapadi revealed, “Made on a budget of  Rs 1.5 cr, we spent another  Rs 1.25 cr on the film's publicity and advertising as its important to reach out to the people."

COST OF PRODUCTION
Notwithstanding budget constraints, filmmakers are going all out to invest all that it takes in various aspects of filmmaking. Ameya Khopkar, producer of Lai Bhari said, “To make a good film you will need good actors and technicians. Everything from a good cinematographer to good cameras and equipment is going to be expensive which will naturally push the budget up.“ Filmmakers are no longer ready to settle for anything but the best.

Makers of Yellow shot the under-water sequences of the film in Bangkok as the technology required for it was not available in India. Similarly, Om Raut, producer-director of Lokmanya, shared, “My Ticha Baap Tyacha Baap's (2011) entire budget equals to just the visual effects budget of Lokmanya. We believe in our product and don't want to compromise on quality".

On a similar note, Suhrud Godbole, producer of the first Marathi superhero film Baji, said, “We are using a lot of special effects and shooting in four schedules, naturally the filmmaking cost is high. We haven't estimated any specific amount but are striving to make the best quality film". This uncompromising stand is also pushing filmmakers to explore foreign locations etc. Satish Motling, who shot Powder in Bangkok and is planning to shoot Miley Jab Chhora Chhori (MJCC) in Canada and Dubai said, “Marathi audience is looking for something new and foreign locations bring that freshness. Having shot in Bangkok, Powder has touched Rs 5 cr, including publicity and my next film MJCC might go up to Rs 7 cr.“

BRAND SSOCIATION
With so much money riding on the film, other than channels, big brands too are coming forward to help with the promotions. Mobile network, jewellery, travel and tourism brands among many others are keen on associating with Marathi films. Meenakshi Sagar, producer of upcoming film Mitwaa, said, “Marathi cinema is changing rapidly for the good. Big brands willing to associate is helping producers make quality products and market it well.“