Cinegoers return to cinema

By L.S. Ananda WEDAARACHCHI

"It is a good turning point that the masses are coming back to cinema halls. It is essential that the films should attract the people and they should be commercially viable. Foreign audiences and the foreign film market should also be exploited by the local cinema industry," said National Film Corporation - (NFC) Chairman Asoka Serasingha in an interview with the Sunday Observer.

Excerpts of the interview:

Q: The present situation of the local film industry is encouraging since the people have shown an interest in films. How do you evaluate this situation?

A: No doubt, the local film industry has come to a turning point. Until the recent past film halls were empty and some of them were closing down. At present new film halls are opening. For instance three film halls were opened at Kotahena, Nawalapitiya and Badulla.

A number of film halls are being built in the Jaffna district as well. The present trend will lead to a better future of the industry.

Q: The production of films calls for heavy investments. Local film producers who invested millions of rupees during the past three decades wasted their money mainly due to the absence of viewers. Even high quality film producers too faced the same fate. What steps are you going to take to improve the situation?

A: That is the most important challenge we the NFC faces. Film production is a successful industry in Bollywood, Hollywood, China and Europe.

The film industry generates profits and foreign exchange. The local film industry however is in need of good scripts on popular themes.

After the 1970s most of the themes were highly personal and those appealed only to a limited audience. Before 1970 there were "family films" which could be enjoyed by the whole family. Even the themes had on elements of entertainment for the whole family. Some films such as "Hatara Maha Nidhanaya" directly touched Buddhists' feelings. Recent productions such as 'Aba', 'Ira Handa Yata' and 'Mahindagamanaya' brought viewers back to cinema. Local film-makers should learn how to market their films.

They should not make films based on their personal fancies. They should know how to attract the viewers who have distanced themselves from cinema. For this we need to adopt market strategies. Films belong to a popular culture. We need to build a film culture. The present market for films is related to history and religion.

Q: the conditions of most of the film halls are very poor due to the lack of maintenance. This is another area that NFC should look into.

A: Constructing and modernising cinema halls is a priority. The number of cinema halls in Sri Lanka has been reduced to 156 from 360 in the 1970s. It shows the fate of the film industry after the 1970s.

The government has already introduced a soft loan scheme to set up and improve the conditions of the film halls.

Q: We import quiet a lot of films from the UK, the USA and India. As you pointed out Not a single Sri Lankan Film was screened abroad on commercial basis. Why can't we produce films for foreign audience?

A: That is a very isolated single target. Our films have been acclaimed at international film festivals and had won a number of awards. But not a single Sri Lanka film had been shown to a foreign audience with the aim of bringing money to the country.

During my first stint as Chairman NFC, I have attended this matter. I have signed a mutual agreement with the Chinese film industry as a part of a film exchange project.

We would be screening some of their films in Sri Lanka while they would screen some of our films in China.

The other was a pact with the Gemini Corporation in India.

They have signed an agreement to produce films on joint project and exhibit 10 copies of the film in their cinemas in India. Those two projects will be implemented shortly.

Q: While the Sri Lanka film industry celebrates six and half decades (65 years) NFC completes four decades in January this year. As explained the progress shown both film industry and the NFC are not satisfactory. What will be the other urgent steps which will be taken to improve the industry.

A: We are stepping into the digital era. Around 16 films have already been done in digital format and ready for release.

We have given two temporary licences for projection systems to Majestic and Ricky cinemas. More theatre owners are demanding the licence but the legislation does not permit us to give permission immediately.

The necessary amendments will be done and no sooner we get permission we will allow digital projection facilities to be installed in the cinemas. The cost by 30 percent can be cut down, if we make digital films. Since the producers and directors are enthusiastic about the idea, the changes are needed soon.

Q: NFC assisted young and up coming film directors as well as script writers who wish to step into the industry in the past. What will be the future plans for them?

A: We have a study course for those who wish to join the industry. Short film competitions will be organised to select the best out of the lot. Foreign assistance such as training will be arranged with foreign agencies to continue their studies. A program to obtain foreign training for Sri Lankan film Directors also among the future plans for the benefit of them.