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Trendsetter Kareena Kapoor

As soon as “Jab We Met” was declared a blockbuster, its producer, Shree Ashtavinayak Cine Vision Ltd, signed Kareena Kapoor for a three-film deal for Rs. 7 crore. This is the highest paid amount for an actress in India.

Looking at the fresh and realistic films that Prakash Raj produced under his banner, Duet Movies, he was approached by Moserbaer for a three film co-production. They have released “Vellithirai”, and “Abhiyum Naanum” and “Mayilu” will hit the big screen this year.

Multiple film deals are becoming the norm in the Indian film industry today, because of the growing market. More people are flocking to theatres the world over, and there is a good return on investment for producers. The trend in India began with Adlabs signing up Ram Gopal Varma for 10 films. Adlabs also signed up Akshay Kumar for three films for Rs. 35 crore, but the deal fell through because the actor’s market shot up after he gave consecutive hits in 2007 — “Welcome”, “Partner” and “Namastey London”.

And now, Adlabs is in the process of roping in Madhavan. A spokesperson of the company says: “We are negotiating with Madhavan for a four-film deal. We are considering paying him Rs. 1 crore each ”.

After the highly successful “Mozhi”, Mirchi Movies signed up scriptwriter Viji for three films. They have also asked him to submit the three scripts before filming begins.

Although this system is helping the Indian film industry turn more organised, there are various drawbacks. Only top directors and stars are being sought after for such deals, and second and third rung actors and directors are being left out. This is also affecting independent producers, who find it difficult to get hold of the call sheets of stars and directors.

Raj Television Network is launching 10 films on a budget of Rs. 10 crore per film, and the funds are to be raised through private equity. Three of these ventures are being handed over to ace producer A.M. Ratnam.

Kosmic Music, the music production and distribution company, has ventured into film production. They have allotted five films to Yogi Dwarakish, son of famous Kannada actor Dwarakish, of Dwarakish Chitra Films, who produced the super hit Kannada film “Aptha Mithra”, remade as “Chandramukhi” in Tamil.

Says Yogi: “I have been signed up as creative director. We are still in the negotiation stage with actors and directors, and we hope to make an official announcement in two months.”

Sun TV is launching 10 films each in Tamil, Telugu and Kannada. They have signed up top actors, directors and music directors for the films, but refuses to mention names or amounts. The future might see independent producers roped in as well, if they agree to act as executive producers.

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