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K.V. Kurmanath

Hyderabad , May 4

MARKING a new beginning in film production in the country, the Telugu film industry has tapped corporate help in screening and promoting a film.

ING Vysya, a leading private life insurance company, has joined hands with A&N Digital Fusion Private Ltd to sponsor the movie produced by the latter.

Interestingly, the title of the movie is `Naa Praanam Kante Yekkuva' (More precious than my life) that goes well with the core business philosophy of the insurance company.

The movie is slated for release on Friday. ING Vysa takes up the sponsorship in release in major theatres in Hyderabad, Vijayawada, Visakhapatnam and Guntur. It would also take care of advertising in both outdoor and electronic media.

The company reportedly agreed to spend Rs 60 lakh on its part. The producer spent Rs 60 lakh in making the film.

The Director-Musician for the movie, Mr Sashi Preetham, told Business Line, that it was a win-win situation for all three stakeholders - the producer, exhibitor and the corporate.

"The producer doesn't need to bother about the expenditure on promotion and screening. The exhibitor need not look for viability of the theatre and availability of movies for screening. For the corporate, it gets an estimated 15,000-20,000 targeted eyeballs in a week to promote its brand and products," Mr Sashi Preetham said.

The model was similar to the promotion corporates carry out in television channels. The producer would provide the software, while the sponsor took care of the theatre rent.

Stating that it was first of its kind sponsoring by a corporate, he said this model signalled a new trend in filmmaking.

There were instances where corporates shared publicity expenditure and advertising space on hoardings and, in some cases, in songs and sequences of the movies. "But this is the first time that a corporate being involved in sponsoring the movie," he asserted.

An ING Vysya spokesman said the move would help the company reach out "to our customers and audiences in Andhra Pradesh, one of our core markets".

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