Chat with HTPL Overseas Distributors
Bollywood is certainly growing. And now with new entrants like Studio 18 - A Division of the TV18 Group joining the fray, the film world only gets more exciting, challenging and fulfilling for anyone and everyone who wants to make a difference and change the way Bollywood is perceived the world over.
Honeymoon Travels Pvt. Ltd is the first film with which Studio 18 is making its foray into overseas release for Bollywood flicks. In this exclusive conversation with Joginder Tuteja, Ashoka Holla (Sr. Vice President - International Distribution&Syndication)&Tanuj Garg (Country Head - International Motion Pictures, UK&Ireland) answer queries from their UK office on what prompted them to choose HTPL as their debut vehicle, the promotional route they are following for spreading awareness about the film and their confidence about the product.
What
excited
you
about
HTPL
to
be
STUDIO
18's
debut
overseas
release?
Ashoka:
The
overseas
audience
has
evolved
over
the
last
few
years
and
are
accepting
diverse
genres
and
the
time
is
ripe
to
start
experimenting
with
a
light-hearted
fun
film
about
six
couples
that
go
on
honeymoon
to
Goa.
Tanuj: I think the excitement lies in the challenge. It's a quality product but a mid-range one in terms of scale - a tough one to market overseas but we're giving it a sensible select release
How
did
the
project
happen?
Ashoka:
I
had
an
ongoing
relationship
with
the
producers
from
my
previous
stints
in
companies
at
the
time
of
Dil
Chahta
Hai,
Lakshya
and
Don.
So
there's
a
great
amount
of
understanding
between
us
and
we
work
well
as
a
team.
So
it's
logical
that
we
would
extend
our
support
to
them
even
on
this
one.
Tanuj: As Ashoka mentioned, Ritesh and Farhan have certainly been among the more proactive, affable and involved producers and that passion helps. I am very fond of the two even on a personal level and that sort of chemistry helps.
Isn't
it
risky
to
start
with
a
film
where
none
of
the
actors
in
the
film
have
any
overseas
clout?
Ashoka:
Yes,
we
weighed
the
pros
and
cons
but
we
are
confident
that
as
producers
they
will
deliver
a
quality
product,
as
they
have
done
earlier.
More
so,
it's
a
concept-driven
film
with
a
strong
ensemble
cast
and
that's
the
way
we
are
marketing
it.
Tanuj: I'm not sure I understand the phrase "overseas clout". Star power is most certainly a draw but then there have been enough star-studded films that have also failed miserably. Conversely, films with popular character actors and well-known mid-level stars might find it a little more difficult to attract eyeballs initially but then we've seen several films in this bracket doing astonishingly strong business in recent times.
How
is
the
promotional
campaign
shaping
up
for
HTPL?
What
are
the
different
steps
taken
to
make
it
stand
out?
Ashoka:
The
target
audience
for
HTPL
is
predominantly
in
the
20-35
though
the
Boman-Shabana
angle
even
makes
it
appealing
to
the
35+
slice
of
people.
Keeping
this
audience
in
mind,
we
have
targeted
the
relevant
media
platforms
like
the
web
and
radio
more
intensively
than
television,
which
is
a
more
traditional
platform
in
the
overseas.
Tanuj:
I
mentioned
in
an
earlier
interview
that
I
treat
every
product
with
the
same
amount
of
passion.
I
have
done
as
much
for
HTPL
as
I
did
for
Don,
though
not
with
the
same
monetary
intensity!
It
takes
more
effort
to
promote
HTPL
than
Don.
My
first
step
was
to
build
awareness
on
the
product,
which
has
been
successfully
accomplished
by
way
of
some
innovative
marketing
tie-ups
with
channels
and
radio
stations.
On
Zee
UK
for
example,
we've
roped
in
a
sponsor
and
are
giving
away
a
honeymoon
to
Dubai
as
the
grand
competition
prize.
One
hears
Vishal
Shekhar's
music
for
the
film
is
catching
up
in
a
big
way
overseas.
Is
that
true?
Ashoka:
Yes,
people
are
enjoying
the
music.
We
have
ensured
that
we
promote
the
film
music
aggressively
through
non-traditional
avenues
like
clubs
etc.,
especially
in
the
US.
Tanuj: Oh, absolutely. The Sajnaji Vaari Vaari song is a rage. It's already in the Top 3 on the charts in the UK. Halke Halke is my personal favourite though. It's Vishal&Shekhar at their best.
There
is
a
probability
of
Aishwarya
Rai's
Provoked
coming
on
the
same
day
as
HTPL.
Since
she
is
a
major
star
in
UK,
don't
you
think
audience
would
be
divided?
Ashoka:
As
far
as
I
know,
Provoked
is
not
releasing
on
the
same
day.
However,
Provoked
is
an
English
film
and
we
don't
see
it
as
a
competitor
as
it
is
an
English
film.
Tanuj: Provoked is not releasing on the same day, but even if it were, it is a different genre altogether and will cater to a different audience profile.
To
sum
up,
can
HTPL
be
counted
as
a
safe
debut
for
STUDIO
18?
Ashoka:
Yes,
we
have
an
excellent
team
and
they
are
going
all
out
to
make
it
so.
Tanuj: A film is safe if you're sensible about the economics and have realistic expectations in conjunction with the number of prints. Also, with a multitude of new rights emerging on the horizon, you need the skill-set to exploit them. We've kept all this in mind.
So
what
is
next
on
the
anvil?
Ashoka:
The
next
overseas
release
is
Kya
Love
Story
Hai,
directed
by
Lovely
Singh
and
produced
by
N.R.Pachisia.
We
also
have
our
co-production
Halla
Bol
by
Raj
Kumar
Santoshi,
due
after
that.
There
are
some
others,
which
we
will
announce
shortly.
Several
producers
are
in
negotiation
with
us
for
their
projects
for
the
rest
of
the
year.
Tanuj: Even though Studio 18 is a part of the massive TV 18 Group, for all practical purposes, we're a recent company. And for the International Distribution team to put together a slate of 5-6 projects in the first year itself says a lot about the kind of trust and confidence filmmakers have in us as individuals, and of course, in the power of a huge media conglomerate like ours.