A new venture seeks to develop a scientific approach to distributing films

In an effort to bring rational and transparent business practices in Tamil cinema, six successful Tamil film producers – K.E. Gnanavel Raja (Studio Green), S. Sashi kanth (Y Not Studios), C.V. Kumar (Thiru Kumaran Entertainment), Elred Kumar (R.S. Infotainment Ltd), Abinesh Elangovan (Abi & Abi films) and Lakshman Kumar (Prince Pictures) – have jointly floated a company, Dream Factory. The company will, according to the shareholders, focus on a scientific approach to better monetise films released across Tamil Nadu.

The shareholders of the company say that the new initiative will strive to create a robust ecosystem, which will provide a seamless integration between the three important arms of any film production company – production, marketing and distribution of content. “The idea came from the fact that distribution is so disorganised in Tamil Nadu and there is no scientific way to make informed business decisions. This is an effort to solve the last mile problem of producers, which is media planning and distribution,” said Sashikanth.

The broader vision of the company seems to involve end-to-end solutions — from creating content, planning the film’s marketing campaign to distribution, by scientific interpretation of data in hand. “We will be transparent about the collections made by movies distributed by this company. Through this data, we will be able to figure out what kind of content is working well in which screens and how we can exploit it better,” he said.

The initiative seems to have come out of the necessity of individual producers, most of whom are finding it difficult to effectively monetise their films after completing production.

“It is not possible for individual producers to have a separate infrastructure for distribution. Distribution and marketing are specialised departments, requiring separate resources. This will be run like a corporate company.”

As a start, the company will market and distribute films made by the six shareholders including Sarabam, Yaan, Madras, Kaaviya Thalaivan and Lucia.

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