'we have enjoyed some of the best time during the pandemic'

Kalapi Nagda

"At Cinekorn, we plan to create a mark with production of films, web series and churn out fresh content," says Kalapi Nagda. With cinemas shut for the longest time, Nagda tells mid-day that the whole distribution model has undergone a big change. He also throws light on the impact of business due to the corona virus and also reveals the future plans of his company. Excerpts.

What has been the effect of the Covid-19 on your business?

The impact can be seen globally and we too haven't been spared. Entertainment industry in totality has suffered a lot as theaters are shut and no films have been released. Hence other perennial rights tradings, etc all have been affected. Closure of cinemas which account for 65% of the total revenue to the industry is a big loss to those big budget films, and the entire chain like distributors, exhibitors, production houses have incurred tremendous losses. Losses to individuals employees working in the said industry on field like theatre staff, staff from production houses like light man, spot boys, varied professional suppliers have been completely on a stand still. On the flip side home entertainment has gained multiple fold traction thanks to the OTT platforms. The B talent of the industry have been front line stars and that industry of OTT world has really gained importance and momentum which was subdued due to big films only.

How do you think the distribution model has changed since the pandemic?

The traditional method of distribution was simple with theatres initially to roll down the curtains of all big films and then followed by OTT and satellite channels exhibition. Since the pandemic the theatrical revenue column has disappeared from the recovery chart of every producer. So the only ideal model of distribution is to have films released on OTT or satellite channels that is essentially home viewing recovery and then try managing your balance sheets. This model has been very fruitful for medium and small-scale movies which did not see the light of the day in cinemas but can be seen and recognized prominently on OTT platforms. Even web series which are a shorter version of our conventional long serials on satellite channels have been the most supportive pillars to the industry which were a lost format.

What are the things that the government can do so that the film industry can recover faster?

It would be ideal if theatres are allowed to start with all the necessary precautions. But the most important help could be giving tax rebates for some months on entertainment tax , subsidies for shootings in our state of Maharashtra as other states do, creating entertainment studios, floors and encourage as much production as possible like other states so that local industry gets a boost in the form of employments and create best content locally . This will help other industries like hotel, travel and tourism also locally to get boost due home pitch industry evolution of entertainment.

Many producers are waiting for occupancies to rise before releasing films, but occupancies are low because there is no new content. What will come first?

It's a chicken and a egg situation but of course this mammoth industry can only revive when a huge big budget commercial film hits the cinema. People have a fast mindset to overcome any situation and move on. With the vaccination coming already a great part of the audiences are geared to enter the cinemas but again like I said it has to be one big film to push and attract the audiences in the theatres. Once that happens the flow starts.

Are you worried about the fact that nowadays some movies are released directly on OTT platforms?

Although streaming may look like the obvious path forward, studios can't fully monetize all their franchises and derivative content through streaming services, particularly if they don't control their own distribution channels. For those that do, deploying streaming services is very costly. Many have yet to show much profit, despite their expanding market valuations. Early experiments with premium video-on-demand (PVoD), where first-run movies are offered directly to consumers on streaming services, have had mixed results during the pandemic. At the same time, if the pandemic were over, 68% of consumers want to watch at least some movies in theaters. Clearly, it is not as simple as just shifting to streaming. Hence yes it will make sit home to a larger audience who still walks in a theatre with a popcorn there by creating more revenues then just a OTT release.

Do you have any plans of diversifying your business? Are you looking at any industry collaborations in the near future?

Yes, most definitely. Business growth is possible but only in our industry. Building studio floors for shootings and leasing it is our goal in the near future. So we are definitely collaborating with big realtors for construction of the said infrastructure and I believe it is the right diversification for now.

What are the future plans of Cinekorn?

We have enjoyed some of the best time during the pandemic by syndicating a lot of content to OTT platforms and channels especially when new content is not going to be available in cinemas. We have always built libraries of fresh films, dubbed films across all genres and that our banks have been helpful in these times to supply content when it is scarce. The biggest conclusion now as a syndication house since more than a decade is to create a mark with production of films, web series and churn out fresh content as producers. We started that two years ago and have already created a serial of 72 episodes called Gujarat Bhavan which will be soon airing on a platform and with the proven success of our distribution experience. We are now enrolling three feature films in Hindi and two Gujarati films under production whose announcement we will make soon.

What keeps you going despite all the challenges?

Mistakes and failures tend to become lessons teaching us how to adapt, change and improve and thus are re-written as learning experiences. We are able to see opportunities regardless of the trials and tribulations we face. But the beauty of the industry is it's an ocean of opportunities and if you stick around with the right focus this industry gives you an opportunity that you wouldn't want to leave this industry and that keeps us going. We at Cinekorn as a distribution house had our share of huge success and losses as well but the fact that your consistency in the industry does keep you moving is the only encouraging factor.

What is your mantra for success?

There is never really a mantra to success. Positivity, consistency and abundance of energy is the statement I make to myself. You become what you think about most of the time, and so when you repeat your mantra to yourself, you are reminding yourself to maintain your positivity and to not give up. But never give up.

mid-day is celebrating 42 years. How has your association been with the newspaper. What are your memories of the newspaper?

We congratulate the entire team of mid-day for the stupendous success and a long journey of 42 successful years. The newspaper has been a part of our daily life choir .Time and again extremely supportive in good and bad times of our industry so I would take the opportunity to thank them for making us associated with them and driving us with them through their long live hive.