New Delhi, Sep 5 (PTI) — Filmmaker Kiran Rao addressed the persistent challenges faced by small films in the evolving world of cinema at the Jagran Film Festival on Friday. While cinema has transformed significantly over the past decade—owing to shifts in age demographics and the dominance of streaming platforms—the fundamental obstacle of distribution for indie films remains unchanged.
Rao, 51, highlighted this during a panel discussion, taking reference from "Ship of Theseus," a 2012 drama she presented. The difficulties of theatrical distribution for independent films persist, especially worsened by the post-pandemic trend of declining cinema attendance.
"Despite the evolution in platforms like OTT, the core issue of securing distribution channels remains," Rao explained. "We face numerous challenges: a declining cinema-going audience and shifts in age demographics." Notably, the dominance of a younger audience contrasts with the dwindling numbers of older audiences, traditionally more receptive to introspective films.
Known for her films "Dhobi Ghat" and "Laapataa Ladies," Rao emphasized the complexities of attracting audiences to theaters. "Marketing is a science," she remarked, noting how crucial it is to target the right audience with limited funding. Winning global accolades doesn't guarantee an audience if the film lacks a substantial marketing budget.
Recently, Rao and documentary director Biju Toppo joined Aranya Sahay's drama "Humans in the Loop" as executive producers. This film is adopting a hybrid release strategy—combining theatrical runs and curated showcases—debuting in Mumbai with subsequent screenings planned across major cities.
Rao elaborated on the innovative release model akin to "Ship of Theseus," seeking to engage audiences directly rather than traditional distributors. Audiences, film clubs, and organizations can request screenings in their venues, thus bypassing conventional distribution channels. "Our aim is to connect directly with viewers interested in the film, freeing it from the constraints of formulaic distribution," she explained.
The film "Humans in the Loop," set in Jharkhand, tells the story of Nehma, a tribal woman navigating her role at an AI data-labeling center and her strained relationship with her daughter. Rao described the film as "urgent and important," discussing AI’s impact on knowledge systems and labor. Like "Ship of Theseus," it boasts profound philosophical themes, promising a lasting impact if word-of-mouth promotion succeeds.
Director Aranya Sahay drew inspiration from an article on Adivasi women interfacing with AI. The film evolved to examine AI's reliance on first-world data, echoing narratives from movies like Denis Villeneuve's "Arrival" and Christopher Nolan's "Interstellar."
Balancing grand concepts like time dilation with a mother-daughter dynamic, Sahay explained, "Our technological future is uncertain, potentially integrative or alienating. Today’s devices already extend our human capabilities, yet reaching singularity by 2035 poses risks reminiscent of 'Black Mirror.' "
The Jagran Film Festival continues until September 7.
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