This year, India’s representation at Cannes has pitifully narrowed down to pin-up girls and their wardrobe queries. Karan Bhardwaj prods the film experts on Bollywood’s lukewarm show in the best of world cinema
She came, she strutted and she vanished. But what was the agendaIJ Definitely none of her films is being screened at Cannes. It was just to represent a cosmetic major. Her gain out of that is to ensure certain space in the media as the one from India at Cannes, with designer gowns and branded accessories doing all the talk on her behalf. This can be Aishwarya Rai Bachchan, Sonam Kapoor… or for that matter, Mallika Sherawat, Freida Pinto or Sherlyn Chopra. last year, the French Riviera was brimming with Bollywood’s best ever participation. If small films like The lunchbox, Oass-A Dew Drop and Monsoon Shootout got the standing ovation, actors like Nawazuddin Siddique, Tannishtha Chatterjee and Vidya Balan did us proud. However, the situation looks incredibly pitiful this year. India at Cannes so far is all about gowns, stilettos and eyelashes.
The international film festival, which is known for showing ‘world class cinema’ has absolutely nothing from the world’s largest film industry in terms of content. Apart from Uday Chopra’s Grace of Monaco, which is a collaborative effort of international studios, the only Indian film at Cannes this year is Titli starring Ranvir Shorey. But it was screened in the Un Certain Regard section of the festival, not in the competitive category. In fact, Indian films have not entered in the competition section since 2003, the last one being Murali Nair’s Arimpara.
Set for the party
The million dollar question is why and how pin-up girls are becoming the face of India at CannesIJ “It’s because Bollywood is not interested in Cannes. Our film industry wants to strengthen its presence in overseas markets but we have nothing to show for ‘world cinema’,” says film trade analyst and critic Amod Mehra.
Most faces are present because of the sponsored trips. “They are there to expand the market for brands. It creates an aspirational value among the audience when they read and watch the glamorous images of stars. Also, it is gradually seeping into the potential small town markets where people are fast improving their lifestyle,” says an adman. Be it Aishwarya, Sonam or Freida, they are not participating in the capacity of actors but as the representatives of a beauty brand. “We need to remember that Aishwarya walked the red carpet first for Devdas in 2002. Her images sent the industry into tizzy. All of sudden, Bollywood got interested in Cannes and every heroine wanted to go and stand like a statue. While Rai remained the regular face, she had been since then accompanied by other girls from the tinsel town,” says Mehra.
NO GOOD SHOW
For actors, the film festivals appear to be a perfect platform simply to hog the limelight. Those struggling and those out of business take no time in becoming a small part of motley of stars. “No established actor goes there. Either they go for their film promotions or as a jury member, rest all are attention-seekers,” says Mehra. Filmmaker Ashim Ahluwalia points out the lukewarm response to good films within the industry. “Most Indian films are not greatly engaging cinematically. They don’t attempt to do much in terms of the language of filmmaking. We like formula and recognisable faces, and that’s not so interesting for the global film community,” he says.
In the past, filmmakers like Satyajit Ray, Chetan Anand, V Shantaram, Bimal Roy, Mrinal Sen and others have had great successes, even winning top awards. Now, independent films do come up but they are not backed by the production houses or positioned properly due to costs involved.
Pinjar director Chandraprakash Dwivedi has said, “It’s the lack of a quality evaluation methodology that is killing Bollywood. No producer wants to hear out a script. All they want to know is which actor has said yes, and the production versus recovery cost logistics on a single piece of paper. Mythology, literature and history are taboo subjects. Cannes will hardly choose mindless comedies as aesthetic cinema entries.”
When we reached out to cinema historian Aruna Vasudev, she even refrained herself from commenting on Cannes. “It has become such a tamasha. I used to go there when it was a serious festival. Now it’s only glamour,” she laments.
HOW IT WORKS
True to an extent, it’s not a ‘big deal’ to appear on the red carpet. What one needs is money, accommodation nearby the venue and a smart public relations machinery. “It’s like buying a stall at a fair. So once it is procured, you hold your press conference and circulate images among the scribes,” says an insider on the condition of anonymity. Mallika Sherawat, who is now showing up every year, is reportedly thriving on the assets of a rich boyfriend. An insider tells us that all her accommodation and wardrobe facilities have been financed by the ‘old man’.
The Indian media’s penchant for glamour is also under question for highlighting the frivolous elements while ignoring the ‘serious business’. “The insider continues, “Our media can easily be manipulated due to its limited knowledge and poor exposure. We are sitting miles away but start broadcasting images which may have been sidelined by the international counterparts. We never talk about serious issues that are being raised by the fest.” However, image analyst Simi Chandoke sees no foul play in media. “You cannot blame media. It has paid attention to everybody showing up at Cannes. Be it Vidya Balan or Nimrat Kaur, Ritesh Batra or Karan Johar, there has never been any discrimination. Where are the people who took part last yearIJ They are willing to spend holidays abroad but cannot be part of world cinema,” she says.
NOne of MY BUSINESS
Actress Tannishtha Chatterjee, who has been to several international fests, says she never attended the esteemed gatherings without strong reasons. “It is a waste of time to be at such fests if you don’t have a film screening there. We are film stars. So, what’s the point of just getting pictures doneIJ” the actor says. Is she wary that other popular actors desperately steal the showIJ “They should be upset that they had to make efforts to be visible. I let my work do the talking. All these years I have been busy doing quality cinema. Who cares who’s posing for whatIJ” she sums up.