The Hindu Business Line : Fox STAR Studios ready to roll out projects

New Delhi, Oct. 13 Fox STAR Studios (FSS) has announced its first project from its “one-stop shop” for Bollywood film producers. The studio will be leveraging Star Networks to successfully market its film projects.

The joint venture between Twentieth Century Fox and the television network recently announced a two-film deal with Bollywood producer Mr Vipul Amrutlal Shah.

‘Marriage’ of strengths

The producer of Singh is Kinng and FSS will be developing a visual effects (VFX) event, action film and a romantic comedy. With the best of Fox’s international VFX team, it will be a “marriage of Hollywood expertise with a Bollywood or an Indian soul,” said Mr Vijay Singh, CEO of Fox STAR Studios, India. The deal also includes a first-look deal on Mr Shah’s future projects.

The idea is to replicate studio practices, working closely with producers to develop and produce the film at an early stage. FSS will co-produce, finance, distribute, market, sell satellite and other rights (except for music) — in short be a one-stop shop for producers, said Mr Singh.

Bollywood has an international footprint – its following among NRIs and South East Asian audience — and this will be tapped. “International theatrical revenues are expected to grow cumulatively at 19 per cent per annum over the next five years to reach $500 million,” said Mr Singh.

Focus on ‘good’ films

By March next year, FSS expects to have 3 to 5 releases, or a portfolio of films that will include medium and small titles. According to Mr Singh, FSS is free to concentrate on developing a handful of “good” films since it doesn’t have a number of releases every year to chase.

"Film business is inherently volatile. You will have hits and misses. But we have put our building blocks in place, tied up distribution with both multiplex chains and single theatre owners," said Mr Singh.

Early involvement will spare them creative combustions, and clever marketing will hopefully ensure a hit.

Distribution network

The mandate of the company, when it commenced in early September, also included distribution of Hollywood films in India. In a year, FSS expects to distribute between 15 and 18 releases from Twentieth Century Fox, Fox Searchlights, and Regency Enterprises.

"Hollywood releases account for five per cent of film business in India but they are growing in popularity. Marketing will play a critical role in the future, and we believe with our direct partners, and by intelligent dubbing of the films we can reach out deeper and make them popular in smaller towns," said Mr Singh.

Penetrating India

The new release Babylon AD dubbed in Hindi and Tamil for example is called Khatron ka Karavan in Hindi. It doesn't only "speak the language of the audience in small towns" but also has a music video with a Punjabi track to help carry the film into small towns, said Mr Singh. The dubbed versions are expected to contribute 35 per cent of the total earnings for this film.

The growth of multiplexes is also something to look forward to. The top 25 films of the last 12 months owe 45 per cent of their earnings to multiplexes, said Mr Singh.

Home entertainment currently contributing only eight per cent to a film's earning here today (as opposed to half in internationally) is to grow at rapid 25 per cent per annum. Bollywood constitutes 95 per cent of the $ 2.4 billion Indian film industry, which is expected to grow to $ 4.4 billion by 2012, according to FSS.

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