Battle of budgets

A Bengali film made with a budget exceeding `2 crore is a rare egg. But even that amount is peanuts compared to what most city theme Pujas spend in a given year. Even this year, most of the six Puja releases running in theatres don’t have budgets that size. So why the disparity? Why is it so difficult for filmmakers to mobilise funds, while Puja committees rake in moolah, and that too for a five-day extravaganza?
What draws sponsors to Pujas?
This year, Sree Bhumi Sporting Club has adorned idols with jewellery worth `10 crore. According to Dibyendu Kishor Goswamy, chief coordinator of the Puja committee, their budget is approximately `2 crore.
Dibyendu revealed that there was a time when corporates refused to sponsor even `5,000. “Now, they call us in advance to secure a good spot for their hoardings. But this didn't happen overnight. We had ensure maximum

footfall

at our Puja.”
According to Sajal Ghosh, secretary of the committee that organises the Santosh Mitra Square Puja, convincing a corporate house has never been easy. “Over the years, we’ve managed to draw crowds to our Puja and that, in turn, has ensured that the brands who sponsor us get perfect promotion. We have a budget of approximately `3 crore and the silver used in the pandal, worth `40 crore, is sponsored by a jewellery house,” he added.
Dr Saptarshi Basu, organising secretary of the Ballygunge Cultural Association, said, “The celebration has grown from a five-day affair to a 10-day extravaganza. So, sponsors see it as an opportunity to promote their brands.”
Why films lack backing?
The budgets for Bengali films usually stay between `40 lakh to `2 crore and touch `5 crore or above in rare cases. Manas Mukul Pal, who made Sohoj Pather Goppo with around `40 lakh, is taken aback by the amounts Puja committees spend. “People find it difficult to invest less than half the amount in films,” he lamented. Indie filmmaker Pradipta Bhattacharyya, who recently completed Rajlakshmi O Srikanta, feels most firms are not keen on investing in films. “Companies that sponsor Pujas may not do so for films. The huge visibility during Puja is more important,” he told us.
‘Show me the audience’
According to many, another drawback for films is the general lack of audience, which deters brands from investing in them. Ashok Ojha, joint secretary, Md Ali Park Puja Committee, said, “We get a footfall of around 25-30 lakh people. Where will sponsors find such reach? Who can guarantee that a film will run successfully,” he said.
Shiboprasad Mukherjee
blames it on lack of audience in Bengali cinema. “On any given day during the Puja, the footfall in these pandals runs in lakhs. How many watch Bengali films these days? The visibility of brands is more in Pujas than in films,” he told us.
Filmmaker Indrasis Acharya also blames it on weak marketing by Bengali filmmakers. “People are hardly aware when our films are releasing. I know that corporates won’t be eager to spend in our kind of films. Out of the countless films that release every year in Bengal, only 5-6% are of good quality and draw audiences. So, companies are reluctant to invest. It’s a vicious cycle,” he said.
— Ruman.Ganguly@timesgroup.com, Shamayita.C@timesgroup.com & Debolina.Sen@timesgroup.com