Malayalam film market promotion mode shelved this IFFK

THIRUVANANTHAPURAM: The organisers of International Film Festival of Kerala (IFFK) affirm that promotion of Malayalam Film market and increasing its export potential is its aim. Yet, this 20th IFFK, the organisers have shelved the plan to promote Malayalam film market following criticism over the mode of operation at the previous IFFK to market Malayalam films.Now, IFFK has shifted its focus after Film Employees Federation of Kerala (FEFKA) has redefined the concept of film market.
In the last IFFK, 18 Malayalam films were considered to be viewed by a select international panel to adjudge its marketable potential to be promoted globally. “But, the way films were marketed in the last IFFK came in for criticism by film organisations and FEFKA redefined the concept of film market. So at this IFFK, we have abandoned such Malayalam film market promotion. Instead nine Malayalam films have been selected for this IFFK, two of which will be screened in the competition section and seven films in the Malayalam category,” Kerala Chalachitra Academy secretary S Rajendran Nair told TOI.
“Redefined concept of Malayalam film market involves creating quality films that will attract buyers, thereby enhancing the market potential. It will be explored in the next IFFK in 2016 for which work has to begin in early January itself, to choose the films to be screened and to enhance film making standards by offering government subsidy for film makers,” he said.
A committee led by noted film director Shaji N Karun has sought the government support for native film makers at the seed level offering them financial subsidy of Rs 25 lakh, which the state government has assured in-principle but is yet to formally approve, he said.
Redefining the mode of Malayalam film market, Film Employees Federation of Kerala (FEFKA had submitted a 40- page report to the state government but it is yet to see the light of day. The report was drafted by a five member delegation including noted film directors Kamal, Shashi Paravoor, Lenin Rajendran, B Unnikrishnan and Bijukumar Damodaran.
“Three months back, FEFKA team had submitted a 40- page report redefining the mode of Malayalam film market, to the state government through the concerned Cinema affairs Minister Thiruvanchoor Radhakrishnan, but the government is yet to respond to that. The report was drafted by FEFKA team in consultation with Chalachitra Academy chairman Rajeev Nath among others,” FEFKA executive committee member and film director Dr Bijukumar told TOI.
The report details the mode to redefine the concept of Malayalam film market on the lines of the international film market. “The report indicates how film market is promoted outside the country, on the required buyers, entry of quality films in the market, co-production market, need to enhance standards of film making, development of film market through government subsidies and promotion of quality films at IFFK,” Dr Bijukumar said.
Need for redefining Malayalam film market surfaced, after it was scuttled in the previous IFFK, he said. At the last IFFK, there were hardly any buyers, nor any distributors or those holding television rights, only few sellers had put up their Malayalam films and DVDs on display. Further, without any transparent selection of Malayalam films at the last IFFK, the government offered awards of Rs 3 lakh each to three films which were booked in the previous year’s film festival market, he said. “To introduce a redefined concept of film market at next IFFK, work should begin in January and not by October,” he said.