Sanyukta Iyer (MUMBAI MIRROR; March 26, 2015)

In a one-of-a-kind initiative called 'Frame Ur Idea', FICCI has launched a 3-day exercise which gives 'idea owners' the chance to sell their content to producers like Karan Johar, Siddharth Roy Kapur, Anurag Kashyap and Ritesh Sidhwani, amongst others. The catch is: You only have ten minutes to make your pitch.

At the end of it, each producer will take home a minimum of three new projects to nurture.

Explaining the need to ape the 'film buyers and sellers marketplace' at international film festivals, Ashish Kulkarni, Chairman, Animation, Gaming, Visual Effects and Comics at FICCI, says, "Frame Ur Idea gives each presenter 10 minutes with the production house of his choosing. And there is all sorts of content coming in - People who want to sell their comic book rights, production houses who want to turn a TV show into a gaming application and authors looking for film adaptations."

The initiative also aims to increase the number of foreign delegates and focus on global marketability. "We began the Best Animated Frame Awards where we are competing against foreign entries from over 30 countries. This helps raise the quality of content on offer," Ashish adds.