Spending mega bucks on marketing prior to the film’s release may well be a norm in Bollywood, but is still a challenge as far as children’s films are concerned, feels the Children’s Film Society of India (CFSI).
“Today everything has become marketing oriented. To carry out marketing activities for children’s films is not easy. We need to have sufficient budget for it. Finding distributors and exhibitors is another problem as they eye good returns on films,” CFSI chairperson Nandita Das told PTI here.
“We are not as luxurious as the commercial Bollywood films. To be in the same pond the need of the hour is that we need to be creative, enhance our marketing skills and increase our marketing budget,” she said.
CFSI is an autonomous body under the Ministry of Information and Broadcasting which covers the entire gamut of children’s films.
“As we intend to have theatrical release of these movies, apart from urging the government to increase the funds, we are looking at options like public private partnership (PPP) for raising funds, sponsorships, roping in TV channels to show the films and others,” Das said.
The government has this year provided an annual grant aid of Rs 4 crore to CFSI, CEO of CFSI and Director of General Films Division, Kuldeep Sinha said.
Keywords: children's films