Bol­ly­wood goes dig­i­tal

Hindustan Times (Patna) - Live - - Front Page - An­juri Na­yar Singh ■an­juri.na­yar@hin­dus­tan­times.com

For a short film, I don’t have to worry about the crit­ics and about how much money they make IMTIAZ ALI, FILM­MAKER

With the in­ter­net be­com­ing a pri­or­ity in the field of en­ter­tain­ment, an in­creas­ing num­ber of ac­tors are opt­ing to be part of short films and mu­sic videos on the web. Re­cent ex­am­ples in­clude ac­tor Tiger Shroff and Disha Patani’s mu­sic video Be­fikra, Huma Qureshi and Vidyut Jamwal’s Dil­lagi and Saqib Saleem and Taapsee Pannu’s Tum ho toh Lagta hai. Short films such as Manoj Ba­j­pay­eeRad­hika Apte star­rer Kriti and Ali Fazal-Lau­ren Got­tlieb star­rer Triya Char­i­tra are also do­ing quite well.

Film­maker Prahlad Kakkar says that not much money is spent mak­ing these but their pop­u­lar­ity is im­mense. “The in­ter­net has pro­vided bud­ding mu­si­cians a plat­form to show­case their tal­ent. Many of these songs are picked up by mu­sic la­bels and films. To add to it, ac­tors are be­ing cast in these, which has only made the medium grow,” he says.

The au­di­ence’s at­ten­tion spans have re­duced and that is why short films work, says Lau­ren Got­tlieb. “With the dig­i­tal world gain­ing promi­nence, there are more forms of en­ter­tain­ment. Peo­ple’s at­ten­tion spans have short­ened. So a short film has the po­ten­tial of be­ing seen by the masses,” she says.

Ali Fazal says, “The web opens up a can­vas for an ac­tor to not min­gle with the mar­ket­ing ma­nip­u­la­tions of films in the­atres. I have been in po­si­tions when ac­tors wear a whole new per­sona to sell their prod­uct. The web does not need that val­i­da­tion. It’s an in­stant con­nect with the world. One click is enough to tell you if you’re good or bad. But if my fea­ture film is up for re­lease in the­atres, I al­ready feel the pres­sure.”

Film­maker Imtiaz Ali, who made a short film In­dia To­mor­row, says that these films help him ex­press his cre­ative side. “For a short film, I don’t have to worry about the crit­ics and about how much money they make. They go be­yond cen­sor­ship and I can ac­tu­ally play around with ideas,” he told us ear­lier.

How­ever, the in­ter­net as a medium can­not re­place cinema, says trade an­a­lyst Atul Mo­han. “These short films and mu­sic videos are do­ing well on­line be­cause of ac­tors’ pop­u­lar­ity in films. Without them, it would all mean noth­ing,” he says.

Clock­wise from top: Tiger Shroff and Disha Patani in Bek­ifra, Ali Fazal, Manoj Ba­j­payee and Rad­hika Apte

Vidyut Jamwal and Huma Qureshi in Dil­lagi

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