Tollywood likes it lavish

Producers do not hesitate to spend big money on sets alone. For, apart from adding value to the film, they are also a viable marketing tool.
The shooting of Rajnikant's next movie, Sivaji - to be directed by Shankar - is shrouded in secrecy. The makers remain tight-lipped about it even as its shooting is scheduled for mid-December at a specially designed set in Ramoji Film City, made by award winning art director Thotta Tharani.
Going by the buzz in the industry, the set costs nearly one crore rupees. Says an insider, "We are not allowed to talk about the film.
Shankar is known for big budget productions like Aparachitudu, Boys, Bharateeyudu, Premikkudu and Gentleman, and this one will also be a lavish production.
"What's interesting is that not only Shankar, but many other producers and directors also take pride in putting up massive sets for their films.
If the Charminar set of Okkadu and the Madurai Meenakshi Temple set of Arjun attained cult status, there's more to come.
Art director Ashok Kumar, who previously worked for Okkadu, reveals, "MS Raju's next film, Pournami, is entirely being shot on different sets.
Since the story is set in 1960s, sets reflect that era. There are 10 to 12 sets. And for Lawrence's next film, Style, we designed an expensive set that will be the venue for an international dance contest.
Elaborate sets are a necessity for some films. The story of Okkadu unfolds in the Old City and we had to shoot some portions against Charminar.
The set cost us 1.5 crore and involved three months of labour, but it was worth the effort. Similarly, even the Rs 93 lakh set of a palace designed for Venkatesh's Subhash Chandra Bose was absolutely necessary for the film."
Sets also come in handy when obtaining permissions for shootings in certain locations become a problem. With permissions to shoot inside the Madurai temple tough to come by, director Gunasekhar made use of the breathtaking set constructed at Gandipet for his film Arjun. But there are other films that make use of sets only for songs.
And this is primarily done as a marketing tool. "Even for medium budget films, costs are worked out such that more money is spent on shooting songs.
All the scenes in a film may be shot within a budget of Rs 80 - 90 lakh, but the sets for songs run into a few crore rupees.
This helps producers sell their film better,"says director Kuchipudi Venkat. He cites an example from his own film, and adds, "Constructing a set in Hyderabad will cost you more than flying down your cast and crew to shoot a song elsewhere.
I shot two songs in Sikkim at a total cost of Rs 8 lakh, but a set in Warangal cost us Rs 17 lakh."
As long as this trend continues, art directors stand to gain. For once, behind the scenes professionals in the film industry get to call the shots.
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