FICCI Frames 2007: Movie remakes & sequels: Revisiting the past or intellectual bankruptcy?

An argument was brewing deep as the stage saw the presence of five eminent speakers from tinsel town coming in from across the globe on the second day of Ficci-Frames 2007 and both the domestic and international perspectives led the chain of thought.

e4m by exchange4media Staff
Published: Mar 28, 2007 9:36 AM  | 6 min read
FICCI Frames 2007: Movie remakes & sequels: Revisiting the past or intellectual bankruptcy?

An argument was brewing deep as the stage saw the presence of five eminent speakers from tinseltown coming in from across the globe on the second day of Ficci-Frames 2007 in Mumbai. Both the domestic and international perspectives led the chain of thought. “In Italy sequels are now gaining popularity whereas remakes are not yet as famous,” began the famous Italian director Adriano de Micheli. In his opinion, the genre of sequels found its own space as characters are being further developed through second and even third parts, hence, being appreciated by the masses. “Sequels today appeal to the younger population, whereas the prequels seem to please the older generation, hence capturing different target audiences with two different movies–and why not!” expressed the Italian director.

As the mike changed hands and moved on to the spectrum of the Indian filmmakers, the mood was altered. The myth about commercial success being the epitome reason for sequels was crashed dually by the reality of Umrao Jaan 2, and the reminder of the same that was made by Bollywood director Vinay Shukla. His address began with a trip down into history, running back in time and visiting 1917, when Bollywood witnessed its first remake. Proving to be successful then, much like some of the remakes today, the medium was not criticised.

Supporting the concept of remakes, Shukla argued that if the same story was filmed with different and improved technology, possibly which could also be extended over to different media formats – staying true to the soul of the story, the concept of doing a new and improved version seemed justified. However, he declared, “I am not in favour of tampering or changing classics.”

Moving away from confusion, noted director Sudhir Mishra of the Hazaron Khwaishey Aise fame, steered back the discussion towards the positivity of remakes and sequels. Interestingly, he began with his upcoming project, which works as a sequel to his first and last movie made, collectively!

The audience response towards two characters in two different films led him to think of a third, starring these two chosen protagonists. Supporting this, he stated, “An old movie isn’t necessarily a classic and neither is a new one necessarily modern. It is about expressing an idea in certain ways and formats that creates the difference.” Sharing his views further, he went on to throw light on the aspect of bringing newness to the ideas and films that had their day under the sun.

“What we add to the older scripts is our personal experience in today’s reality. Even when we tell stories to our children or friends, we add our personal essence within the idea--this holds the same in the case of remaking older movies too.”

He also drew attention to the idea of cinema drawing inspiration from subject matter, after all, most of the Bollywood films are based on the tried and tested formulae. “Most of our movies deal with the lost and found, father-son clashes. Would this in a sense not be considered as remaking the same film? Though the plot is the same, each one however gets an individual treatment and is different from each other.” Moving to a tangent, he said freshness also stemmed from fresh filmmakers and fresh thought-leaders, hence sticking within the family may not always be the best way to inaugurate a new perspective.

Getting the conversation back on track was another noted Bollywood director Kunal Kohli and his experience with Mujhse Dosti Karoge as well as Hum Tum. While the former was a run-of-the-mill idea, the latter came with a completely new angle as well as a new approach, not only in terms of marketing, but also in terms of presentation and appeal. “At Yash Raj Films, we make movies with the heart and not with a calculator,” he began. “When Devdas was made with KL Saigal, it was a masterpiece of its time, then the Dilip Kumar version was deemed as a classic success and a bigger hit. In five years, Sanjay Leela Bhansali’s Devdas will be known as an even better classic.”

Agreeing with his peers, he went on to further the idea that every director gets a separate viewpoint that is expressed on his own canvas. “Art has restrictions too, so does cinema. Creative ideas may be priceless but putting them into celluloid costs a lot of money,” he shared. When it came to sequels, he agreed that some directors might feel the pressure to make a sequel because of the profits reaped on the previous one, however the difference was when he tried to explore different dimensions of the character and of the medium which had earlier not been explored.

Portraying his love for cinema, Vinod Pande drew an interesting example from Hollywood. “Every Bond film is technically a sequel and now with a new Casino Royale we’ve a remake of a sequel, of which all have been successful and well-appreciated by the audience across the globe. It’s the sheer passion of filmmaking that makes directors pursue either or both the genres,” he urged. He went on to express that the actual success of any film depended on the honesty, intensity and integrity of the director or filmmaker.

Breaking the myths of sequels being a process of simplicity and ease, the scriptwriter of Dhoom and Dhoom2 Vijay Krishna Acharya said, “It is more difficult to pen a sequel as it means that you are challenging yourself and making yourself perform better than your previous best.” Elucidating his point, he said, “When writing a sequel, the write needs to stay with the core idea of the character. There are limitations in the areas that he can explore, keeping the spirit of the first movie close to bay.”

Talking about predictability and traps that a potential sequel may throw their way, he explained that the challenge was to go beyond and reach out to a level that was not expected to begin with. Clarifying his perspective, he said, “The logical progression from a bike move (Dhoom) to its sequel (Dhoom 2) would have been to move to cars or choppers. However we reached a different dimension on the whole with a love story and unbelievable action substantiated with graphic creation.”

No matter what the debate, the reason for a sequel could span from emotional connects with the characters, egoistic ventures which are not satisfied with the current rendition of idea or approach and lastly the economic success that laid with their part one. Be it a remake or a sequel, the truth is unanimous – the audience already knows the subjects and the characters and they are ready to consume it.

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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur

The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
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With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.

The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.

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Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
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Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."

The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."

COOL has been published by Simon & Schuster India and is available on Amazon.

Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

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Disney Star signs 9 sponsors for Asia Cup PAK

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board

e4m by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
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e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.

According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.

As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.

A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

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Sorted 360 wins creative & social media mandate of Reliance Mall

The agency will manage offline and online campaigns for Reliance Mall

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
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Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.

"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:39 PM  | 1 min read

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e4m by exchange4media Staff
Published: Aug 25, 2023 4:38 PM  | 1 min read

KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
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KlugKlug has appointed Hemang Mehta as its Country Manager for India.

Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy

Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."

Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."

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