Thursday 14 May 2015

Content Oriented Films Inspire Masses And Preserve Artistic Heritage

Content oriented cinema carry a social message thru’ medium of entertainment and challenge our intellect while at the same time broadening our perspective of the society in which we all exist.  Speaking at the meeting of Rotary Club of Bombay West  on Wednesday, May 13, 2015, Shri Vivek Kajaria, well-known film producer said content oriented cinema inspire the masses, motivate them towards inner reflection and preserve artistic heritage.  These films help independent cinema to stand out at International Film Festivals around the globe.

Shri Vivek Kajaria, is a creative film producer and is one of the top five Independent Film Producers   changing the face of Indian  cinema  at a global level.  He has to credit some path breaking films like Fandry, Shaala and Anumati  which have won several national and international awards and accolades at various Film Festivals.  Introducing Shri Kajaria, Past President of the Club Shri Rajendra Ruia said that very few producers in India are dedicated towards making of content oriented cinema.  An MBA and M.Sc.in Computer Science from Warwick University, UK, Shri Kajaria has set up his own advertising and media outfit in the name of HolyBasil which is now associated with Lowe Lintas, Ulka, Leo Brunette, Standard Chartered, Surf Excel, HUL, etc.

Art films or Off-Beat films were a rage prior to the 90s when rising costs discouraged production of such films.  However, in recent times, the new-age films with distinct messages for the audience have once again become popular and most of them are also making commercial sense due to larger public acceptance.  Films like Lunch-Box, Fandry and many more have been commercial success thus encouraging even the front-line actors and producers to experiment with content oriented cinema.  Films like PIKU, Ship of Thesus, NH10 or Bombay Velvet are some of the recent examples.

According to Shri Kajaria, content oriented cinemas have great education value and are thought-provoking.  These films seek to bring about change and promote welfare of the society.  He urged the audience to see these films in theatres and encourage the growing talent while bringing about a change in the society.

-Report by Rtn.Aslam Merchant

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