Giant strides

What do star-studded films like Annaatthe, Etharkkum Thunindhavan, Radhe Shyam, Beast, Kaathuvaakula Rendu Kaadhal and Don, and why, even upcoming ones like Kamal Haasan's Vikram and Dhanush's Thiruchitrambalam have in common? They have all been or will be distributed by actor-politician Udhayanidhi Stalin's home banner, Red Giant Movies, which has, over the years, distributed films like Ko, Udhayam NH4 and Neram. And yet, ever since DMK has come back into power, it appears that almost all the big films are being distributed by Red Giant. Amid concerns that the company could be monopolising business, we speak to stakeholders, who are together in their support of the powerful company.

Producer and distributor T Siva labours to point out that Red Giant has been in the business for a long time now and goes on to speak of the positives of associating with them. "Producers are given a transparent account of what’s going on. They ensure that anyone who tries to misbehave is kept in line; they make sure producers get better deals," says Siva who, as a producer himself, prefers associating with Red Giant. "Their administrative setup is perfect. They get great deals from the theatres and more importantly, make sure that the share is passed over to the producers, even when theatres delay sharing their revenue, as they often do," he explains. Top producer and distributor KE Gnanavel Raja agrees. "Kangaroo courts were earlier in the business of strongarming producers, and the business functioned like a mafia, but now, producers are finally happy and enjoy the transparency and benefits," he says.

Veteran distributor Tirupur Subramaniam doesn’t think there’s anything new with the industry siding by one distribution company in particular. "Our state can be broadly categorised into seven main areas of film distribution. About 30 years ago, each of these areas had 200-300 distributors in operation, but today, that isn’t the case as a lot of people have realised the difficulties in the business. In fact, hardly about 30-35 distributors are in operation, buying films across the state," says Subramaniam, a distributor himself. "I have been in the business for 40 years and have bought about 670 films. But even I have found the going difficult over the last decade. We bought films for lakhs and any losses suffered wouldn’t be unmanageable. Today, however, with crores on the line, the business can destroy lives. That’s why a powerful, robust institution like Red Giant, with all its connections across the state, is preferred by producers. They can handle big business."

Distributor Siva asserts that the company does not misuse authority or power to get a film. “They simply offer great value for the producers than other distributors, including me. They take minimum commission and are professional in how they release payments, even when theatres don’t pay them on time. They are regularising the industry by doing a commendable service to producers. I’m a producer too and I feel safe selling my film to them. My film, Agni Siragugal, starring Arun Vijay and Vijay Antony, is almost ready, and I will be approaching them for the distribution." Top producer Gnanavel Raja reiterates his gratitude about the whole kangaroo courts system getting abolished. "Earlier, some powerful people would just sit in a meeting and arbitrarily decide the price of a film. The arrival of Red Giant has helped make the process more transparent, and no, we feel no compulsion to sell films to them."

Subramaniam too is aware of the rumours that Red Giant perhaps coerces producers into selling films. “It’s a lie! Who can intimidate a personality like Kamal Haasan or a company like Lyca Productions?” he asks. “If another distribution company steps up with better deals, producers won’t think twice about switching. Valimai, for instance, was distributed by Anbu Cheliyan, a close associate of producer Boney Kapoor. Similarly, Karthi's Viruman is going to be released by Sakthi Film Factory's Sakthivelan. Films produced by 2D Entertainment or Thanu aren't distributed by Red Giant either. This business thrives in moneymaking, and if Red Giant is being preferred by many producers, it’s not because they feel intimidated… It just makes financial sense.”