For all the talk of resurgence, technical upgradation, cushy multiplex experience and fresh ideas, the last year for Ollywood has been something of a disaster in terms of business.
Though film trade figures are hard to come by in Odisha, only seven were hits from 37-odd films released. Eastern India Motion Pictures Association (EIMPA) estimates the total loss to be around Rs 10 crore. Is Rome, read Ollywood, burningIJ And we, the industry and the audience, like Emperor Nero, are playing the fiddleIJ
The biggest debacle has been for the bread and butter of Ollywood commercial cinema. “First of all, we need originality in stories. The entertainment factor has to be huge to attract the audience. Somehow, most commercial films are becoming boring and repetitive. While Paribeni Kehi Alaga Kari, Mo Duniya Tu Hi Tu, Mu Eka Tumara and Hata Dhari Chalutha did well at the box office, Mo Dil To Diwana ,Badhu Nuhen Mu Bandhu and Tu Mo Suna Tu Mo Hira probably failed because the audience found nothing new in the story. It doesn’t help that Odia films have been up against some big-ticket Bollywood blockbusters.
“Our audience base is not on a par with Bollywood’s. If a Hindi and an Odia film release on the same date, the audience will watch the former,” says director Susant Mani. Most Odia films in the past few years had became the butt of all jokes as filmmakers went on churning out no-brainer flicks and “copycats” of popular South Indian films. “We had read about the demand-supply equation in economics. The same applies to Ollywood. For the number of theatres available, too many films are being made. Before the audience can realise if a film is good or bad, the pressure of new releases forces the film to be moved to odd show timings. Which working person can come and watch a morning showIJ” asks Anuvab Mohanty, who crossed over to Ollywood this year with Mo Duniya Tu Hi Tu, Hata Dhari Chalutha and Kehi Jane Bhala lagere.
Actor Archita echoes him. “Many films that had potential, but came from small production houses bore the brunt. By the time the audience comes to know a film is good, the halls have changed the timings. Not many can come and watch afternoon shows. Just too many Odia films are getting released every Friday,” she says.
And where is the money for all these films coming fromIJ “Anyone who has money — many chit funds companies, for example — thinks he can make a film. As a result, quality is going for a toss. Rather than making 50 films a year, let’s make 10 films all of which must be quality films,” says producer Sanjay Nayak (Tutu) of Brajaraj Movies.
One can barely finish counting the hits on the fingers of one hand. Mu Aashiq Mu Awara starring Sunil Kumar and Megha Ghosh, My love Story starring Deepak Panda, Katrine Kovi, Chauka Chhaka featuring Papu Pam Pam, Sambit, lovely, Nutan, Sritam, Superstar with Anshuman, Mahasweta, Mihir Das, Rali Nanda, Satyaki badly bit the boxoffice dust.
Some relatively young filmmakers with promising promos on television channels raised a lot of expectations. Among these were Rudra, Nishikanta Dalabehera’s Salam Cinema, Sapanara Nayika directorial debut of Rajpradeep Panda, Mu Diwana To Pain, Om Sai Tujhe Salaam, Bachelor. Most of these films fell by the wayside because they lacked the X-factor that pulls the audience in, while some were released without any marketing or promos. Sudhansu Sekhar Mallick’s Sandehi Priyatama and Tanka Tate Salam hardly carried this quickie director’s signature and therefore, collapsed within a week of their release. All this would perhaps have painted a pretty picture of the Odia cinematic landscape, but hardly 10 per cent of the films released could shake the audience and fill the boxoffice coffers.
Odia cinema in 2013 has had a record number of film releases. But a rise in quantity does not necessarily mean an improvement in quality of production. And that is what ails Odia cinema today. Of the 37 films, most faded away from the theatres within a week of its release and barely three per cent of the total were big hits. While 2013 was important for Indian cinema as it celebrated the 100th year in grand style.
Odia cinema also lost gifted artistes like Bhanumat Devi, eminent singer Pandit Raghunath Panigrahi, offbeat film director Santanu Mishra, Prafulla Mohanty, Sagir Ahamed etc, who had made their presence felt in different Odia movies. They all passed away this year.
