After
burning
fingers
with
art
house
cinema
like
The
Great
Indian
Butterfly
and
Pankh
earlier
this
year,
filmmaker
Sanjay
Gupta
has
changed
the
strategy
for
his
production
house.
He
has
shut
shop
on
all
experimental
cinema
from
here
on
and
would
be
concentrating
solely
on
mass
appealing
commercial
cinema.
"That's
right;
I
think
its
enough
of
experiments
for
now.
It
is
entertainment
that
sells
the
most
and
though
as
a
filmmaker,
you
crave
to
make
something
unusual
as
well,
the
industry
is
not
in
a
shape
to
absorb
that",
reasons
Sanjay
who
tried
to
do
something
different
with
his
experimental
films.
All
of
this
means
that
Sanjay
Gupta's
production
house
White
Feather
Arthouse
Films
that
propagated
art
house
cinema
has
been
relegated
to
the
back
seat
now.
Gupta
would
continue
to
produce
films
but
under
the
original
banner
White
Feather
Films
which
has
earlier
made
films
like
Zinda,
Kaante,
Musafir
and
Dus
Kahaniyaan.
"Yes,
art
house
cinema
is
definitely
on
a
back
burner.
Recession
broke
the
back
of
the
industry
and
the
producers'
strike
last
year
came
at
a
wrong
time
as
well",
he
adds,
"When
every
other
industry
was
coming
up
with
'buy
one
get
one
free'
offer,
cinema
was
the
only
business
which
didn't
extend
it
to
the
patrons.
Tell
me,
for
an
experimental
film,
who
would
pay
Rs.
300
per
movie
ticket?
Unless
you
reduce
the
price,
no
one
will
step
in
theaters."
Lamenting
the
state
of
the
industry
where
only
a
handful
of
films
went
on
floors
in
the
year
2010,
Sanjay
Gupta
reflects,
"I
am
currently
studying
what
is
happening
to
the
rest
of
the
industry.
This
has
been
the
worst
phase
possible
in
last
50
years.
Thankfully
there
are
signs
of
correction
but
I
still
won't
say
that
situation
has
improved
dramatically
for
film
making
to
be
back
in
full
steam
like
before.
There
was
a
time
when
Sanjay
Gupta
had
gone
ahead
and
announced
over
half
a
dozen
films
in
one
go.
However,
in
future,
Sanjay
is
looking
at
focusing
primarily
on
quality
rather
than
quantity.
"My
future
production
plan
is
simple,
I
have
to
make
the
kind
of
films
that
have
worked
with
audience",
he
brings
in
clarity
here,
"Objective
for
the
next
three
years
is
to
focus
on
quality
instead
of
quantity.
I
used
to
think
about
bringing
half
a
dozen
films
in
one
go;
now
it
would
be
only
three,
but
then
they
have
to
be
terrific."
Story first published: Thursday, November 25, 2010, 16:06 [IST]