After a trio of films didn't live up to expectations, Balaji CEO Sameer Nair reveals that focus will now be on digital, TV, newcomers and budgets
Avinash Lohana (MUMBAI MIRROR; August 30, 2016)

Balaji Motion Pictures has had five releases this year starting with the third instalment of the Kyaa Kool Hain Hum franchise, followed by the Azhar biopic, Abhishek Chaubey's Udta Punjab, Great Grand Masti and the recently-released Tiger Shroff-starrer, A Flying Jatt. None of the films lived up to box-office expectations and now buzz is, the production house has decided to put film making on the back burner for now. Sameer Nair, group CEO of Balaji Telefilms refuted the rumour but admitted that they have grown more conscious of cost and feasibility.

"We are not shutting down, we have productions on the floor but will take stock of projects more closely now keeping commercial viability in mind. We have been trying to be more cost effective for some time now given the market conditions. The move wasn't prompted by the last few films, we have got more stringent over the last six months," insists Sameer.

He rues the leak of the censor copy of Great Grand Masti three weeks ahead of its release resulting in huge losses.

"Ditto Udta Punjab, though it did reasonably well. Azhar broke even, A Flying Jatt has just released and Half Girlfriend is next in line. It's business as usual but we will be cautious now," he admits.

Did roping in stars like Shahid Kapoor, Kareena Kapoor and Alia Bhatt for Udta Punjab escalate the budget? Will they now focus on newcomers to control revenues?

"Yes, we would like to do that like everyone else. It's about finding the right combo of director, actors and content. For us content has always been king," reasons Sameer, adding that for now the focus is on ALT Balaji, the digital off-shoot of the company which will be launched by the year-end.

Sameer reveals that TV will continue to be the company's core competency. "Ekta has been breaking new ground on TV. Naagin was very successful and had record-breaking ratings. On weekends only format shows work but Ekta came up with a new genre for the slot. Brahmarakshas is doing really well," he exults.