Gujarat unveils film promotion policy

Enthused by some Gujarati films setting the box office on fire in the recent past, the State government on Tuesday announced a new “quality-driven” Gujarati film promotion policy.

The new policy envisages increased subsidies and incentives in different categories to revive the State’s film industry, popularly known as ‘Dhollywood’.

Recent hit movies

After many years of lull, two Gujarati films – Kevi Reete Jayeesh? (How to Go?) and Chhello Diwas (The Last Day) – turned out to be hits in recent months.

Another film on Ahmedabad’s background, Kai Po Che, in Hindi, based on best-selling author Chetan Bhagat’s novel, got rave reviews and box office collections a couple of years ago.

KPMG report

The new policy has been drafted on the basis of a KPMG report to the State government. Although it is quite like the Maharashtra policy, Gujarat will assist producers with 75% of production cost instead of 50% prevailing in the neighbouring State.

According to the new policy, announced by Minister Nitin Patel here, Gujarati films will now be divided into four categories. The fixed amount of ₹5 lakh given as subsidy to a Gujarati film since 1999, irrespective of its category, quality or success, will now be increased to ₹50 lakh for A-category, ₹25 lakh for B-category, ₹10 lakh for C-category and ₹5 lakh for D-category.

The assistance will be either 75% of production cost or grade-wise amount fixed by the government, whichever is lower.

Categorisation of films will be decided by a film screening committee of 10 members and on the basis of the number of tickets sold by multiplex and theatres in Gujarat as well as the report by the film distributor.

Special incentives

Patel said films related to children and women’s empowerment would get an additional 25 per cent financial assistance. Also, a financial assistance of ₹2 crore to ₹5 crore will be given to Gujarati films that win specific international awards, and ₹1 crore to the Gujarati films winning the ‘Rajat Kamal’ national award. The existing 100% tax waiver for Gujarati films will continue.

Patel said the new policy, aimed at ushering in a new era of Gujarati cinema, was formulated under the guidance of noted personalities from the entertainment world, including actors Manoj Joshi, Naresh Kanodia, Swapna Waghmare Joshi and Apara Mehta, besides director Abhishek Jain, musician Gaurang Vyas, and script writer Mihir Bhuta.