‘Money sustains, but focus must be on crafting exceptional films’

Panaji: The 54th International Film Festival of India (Iffi) witnessed a dialogue on the intricate world of film financing and the evolving identity of filmmakers in today’s landscape. Prithul Kumar, the managing director of the National Film Development Corporation (NFDC), shared illuminating insights during an engaging discussion titled ‘Raising Finance – Bringing Creative Visions to Life’.

“The process of evaluation is elaborate and laid out because it is the taxpayer’s money that is being used to fund these projects,” he said.

Kumar emphasized the comprehensive evaluation process employed by NFDC in selecting film projects for financing. He highlighted the responsibility tied to utilising taxpayers’ money and acknowledged the industry’s swift growth, leading to decreased reliance on such funding avenues over the last decade.

“The industry has seen substantial growth, reducing the necessity for NFDC funding as other sources become prevalent,” Kumar stated, shedding light on the changing dynamics that have propelled the industry’s financial independence.

Addressing the government’s role in supporting film production, Kumar indicated a notable shift. “The government of India has significantly increased financial backing, recognising the rising demand for content in cinema exhibitions and OTT platforms,” he shared, signalling a tenfold increment in support.

Furthermore, Kumar advocated for innovative approaches to film distribution in today’s digital age. He stressed the significance of leveraging platforms like YouTube and forming partnerships with brands, underscoring their potential for expanding a film’s reach.

In parallel, producer Firdausul Hasan emphasised the essence of passion in filmmaking.

“It’s about creating an identity beyond monetary gains. While money sustains, the primary focus should be on crafting exceptional cinema and creating an identity for the production house, director, and actors.” Hassan said.

As the industry continues to metamorphose, the discussions at Iffi illuminated the industry’s adaptability and the evolving paradigms defining the creative and financial facets of Indian cinema.


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