This has been a tricky year for Hindi cinema. Except for content-driven films like Stree 2, Shaitaan and Munjya, many other big budget actioners have failed to entice audiences. The way ahead, according to Vijay Subramaniam, Founder and Group CEO of Collective Artists Network, is to encourage writers and creators to explore diverse narratives. He feels that investing in new talent can lead to innovative ideas and fresh perspectives coming to the big-screen.
Vijay’s company manages some of the most popular faces of Indian films, including Deepika Padukone, Ranveer Singh, Kartik Aaryan, Hrithik Roshan and Rashmika Mandanna, among others.
In this conversation with Cinema Express, Vijay talks about the evolving industry, the importance of authenticity in storytelling, and the need for sustainable strategies.
Excerpts:
How has the city of Bangalore and your experiences shaped you in your journey to be an entrepreneur?
Bangalore has been instrumental in shaping both my personal and professional journey. I mean, as an army kid, the influences of having a father in the armed forces shaped my youth a lot. It's how I approach my work as well, by leading the company like an army. Bangalore is also where I did my first internship in the business, which is where I got an insight into what I wanted to do with my life. As a city that had a lot of live gigs and concerts, it's also where I was exposed to bands and where I started my very first band – Synaps.
Hindi films have been going through a content slump this year. As someone working in content creation and talent management, what are your thoughts on it? What is the way ahead?
All industries have highs and lows and what’s happening currently will pass in time. From a content creation and talent management perspective, it's crucial to prioritize originality and authenticity in storytelling. We need to encourage writers and creators to explore diverse narratives that resonate with today’s audiences while maintaining the essence of what makes cinema unique. Additionally, investing in new talent and providing them with the right platform and support can lead to innovative ideas and fresh perspectives.
Embracing digital platforms and exploring hybrid models of distribution can also open up new avenues for creative expression and reach. Along with that, it is important to have collaborations between creators, producers, and distributors focusing on quality over quantity.
There are also debates about rising entourage costs that have caused a spike in the final costs of making a film. Stars are getting blamed for this due to the huge amounts being charged. How do you look at that?
Honestly, I have no horse in this race. I do understand the constraints these costs pose, but it needs industry wide standardization and for that the whole industry needs to come together and set a benchmark. It's essential to strike a balance between compensating talent fairly and maintaining a sustainable budget for the project. Transparent negotiations and a focus on value-driven investments can help mitigate excessive costs.
Social media has changed the way things were before and now. According to many reports, the number of followers on Instagram becomes a criterion for an actor to be chosen for a film. Do you think it is justified?
An actor's social media following can be an asset, as it indicates their ability to engage with fans and promote the film effectively. But while it is beneficial, it cannot be the sole criterion for selection. Talent, acting prowess, suitability for the role, and the ability to contribute creatively to the project are equally important factors. Therefore, while social media metrics can complement the selection process, they should be considered alongside traditional indicators of an actor's capability and potential contribution to the film.
With changing times, there is a lot of focus on branding and marketing of actors. There are also PR stories built around to influence the way people think of you. Do you think doing so has led to a dilution of creativity and talent?
I don't think it dilutes their talent at all, in fact strategic branding and effective marketing are essential for an actor’s visibility and career advancement in a highly competitive market. They help in building a strong personal brand, attracting roles, and engaging with a wider audience. There is a risk that excessive focus on branding and PR can overshadow the core aspects of creativity and talent, but that's when the narrative becomes more about image management rather than genuine artistic expression.
Encouraging authentic storytelling and allowing actors to express their true selves can ensure that creativity and talent remain at the forefront while leveraging branding strategies effectively.