The dynamic 37 year old Siddharth Roy Kapur, Disney UTV Studios Managing Director has changed Bollywood film making and marketing. He has blazed a new trail in the way films are marketed, as proved by the recent blockbuster Rowdy Rathore.
Siddharth Roy Kapur and Disney UTV are betting big on Kollywood. Their Kalakalappu @ Masala Cafe is the second biggest hit in the first half of 2012. Last week Kapur was in Chennai for the ‘first look’ launch of Mugamoodi.
How is Thaandavam shaping out?
Vijay has an interesting subject and with a big star like Vikram at the helm hehas completed the film in record time.
What are the criteria for choosing a film that you produce?
First and foremost the script and next our team has to be convinced that the director has the ability to deliver what is there in the script. Later we look at the star, budget and project viability.
In Kollywood people are amazed at UTV‘s marketing skills and the way you promote your films.
(Smiles) We always believe that our films have to be different. In 2006 from the big budget Rang De Basanti to the small budget Khosla Ka Ghosla we were the pioneers in marketing and promotions. I remember for Khosla Ka Ghosla, we spent more money on promotions than the budget of the film! Today in Hollywood they spent more on promotions of a film than its budget, as it has a global reach. Indian films and especially Tamil have a smaller market but we do our best. I would say Kalakalappu worked big time at the box-office due to our aggressive promotions and Sundar C’s entertainment content.
What is the most important marketing strategy that you follow to make a film a hit?
It has to be made within the budget and promotions have to sync with release date and if it is a star driven film it has to be a wide release. One of the most crucial factors that determine the box-office success of a film is its release date. At UTV we work backwards from release date as far as our production is concerned. Today we have locked internally the release date of all our films. We have Mugamoodi coming up on August 31, on September 28 we are looking at Thaandavam and January 15, 2013 we have Settai. In Malayalam we have Happy Husbands in Goa on September 21. All promotional activity and audio release of these films have been internally worked out.
Don’t you feel that there should be a gap of more than a month between your film releases?
In Bollywood our films are coming almost every week in August and September. We have a big film like Akshay Kumar’s Joker on August 31, two weeks later on September 14 we have Ranbir Kapoor’s Barfi and a week later on September 21 we have slotted Kareena Kapoor’s Heroine. Each film is in a different genre and has its own reach. Similarly I’m sure our Tamil films will be successful.
What next for Disney UTV in south?
We have major plans which will be unveiled shortly in all south Indian languages. We are betting big on south.