Opinion: We need to work harder to promote parallel cinema, writes G Dhananjayan

It is a fact that most commercial films focus on entertainment elements alone. Commercial cinema may continue to satisfy the hunger of those seeking timepass. However, there are many waiting for good cinema. There is a dearth of such films in Tamil cinema, due to various reasons. In the last six years, we have had films like Kanchivaram, Thenmerku paruvakattru, Aaranya kandam, Azhagarsamiyin Kuthirai, Vaagai sooda va, Vazhakku enn 18/9 ’, Paradesi, Thanga meengal, Thalai muraigal, Namma gramam, Kuttram kadithal, ‘Saivam’, Kaakka muttai, Visaranai and Joker as pure cinema, which were made without any commercial compromises. They all attracted high praise from critics, received widespread appreciation in film festivals and most of them have also won national  awards in various categories. While over 200 Tamil films are released every year, why is it that only a handful of pure, non-compromising films are made? 

In comparison, Hindi cinema is faring far better, with a steady roll out of  many good films. In this year alone, films like Airlift’, Neerja, Aligarh , Udta Punjab, Sultan , Rustom and Pink were great films, receiving widespread appreciation, in addition to achieving box office success. Such a scenario does not exist in Tamil cinema. The recent release- Ammani is a case in point. The film, despite getting positive rating from critics, released in very few screens across the state. 

Due to this, the earnings from theatrical release would be a bare minimum. The same has happened to several ‘highly praised’ films in the past, including  Kanchivaram, Aaranya kandam etc. The traditional distributors and exhibitors shy away from screening parallel cinema, unless it is backed by big names, who can draw- the audience to the theatres. For both Kaakka muttai and Visaranai , the names of Dhanush and Director Vetrimaaran made a huge difference, ensuring good theatrical release and brought in very good opening collections. Post release, films like Joker received high praise including from Superstar Rajinikanth, which brought in additional audience and made it a success. The reality is without such a support system and backup, parallel cinema will not be able to make money at the box office. However, it is not a big ‘ no’ for making parallel cinema here. There is a good market opportunity to earn, provided the film is pre-marketed well. The best strategy is pre marketing, and not post-marketing, to achieve the opening collections. Here are some tools for premarketing and ensuring good buzz around the film. 

Opinion leaders: Pure cinema must have strong opinion leaders with a commanding presence. When they strongly back a film, the audience will certainly look forward to watch  such films. The task is to rope in strong opinion leaders with mass appeal. 

Festival circuit release: Gone are the days when a film, selected to be screened at an international film festival, was treated as ‘festival’ film by fans. Audience start thinking that it is a ‘festival’ film. Now, if a film is selected to be screened, it is an ‘honour’ associated with the film and it generates great expectations. But, the important thing is the film getting selected for big festivals like Cannes, Berlin, Toronto, Venice, Busan or Dubai. 

National awards: If a film has won the National award prior to its release, it commands a huge respect and brings in wider audience. Films like Kakka muttai , Kuttram kadithal are examples of this. Thanga meengal  would have earned more had it relased after it received the National awards. 

Currently, Director Dharanitharan’s next film Oru pakka kadhai, which is receiving  rave reviews from many filmmakers who have watched it in a special première show, is currently being systematically built up among the audience. But we still have a long way to go before we attract the audience’s attention and also ensure its commercial success.