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Interview Team : Kaushik L M; Hemananth

In Part 2 of the Aascar Ravichandran interview, the talk veers away from 'I' and towards Ravichandran - The Man, and how he has managed to keep himself away from the public eye and continue to make films which arrest the audience's attention, more often than not. He also gives us his take on some of the key issues and trends facing the industry.


The Modus Operandi


I have wanted to make films, all my life. I am a very simple and unassuming man and have survived and thrived in all situations and monetary states. Can you recognize me as a producer who has delivered such films? I have braved hardships like all other people.
I have been silent to all reports, speculations and rumors about me, and maintained my patience and composure. My content will speak for me. Truth can never be destroyed under any circumstance. 
Without any backing and sitting in this room, I control all my projects and don't bother about what is being said or written about me. Success, as a producer and distributor, is the best proof of what I do sitting here. 
I am involved hands-on in all the activities of my banner. It's not like some corporate office with needless hierarchies and protocols. I am down to earth and easily approachable. Quick decision making is my motto and I screen my films and interact with all kinds of audience.
With respect to my directors, I never interfere in their work and I never go to shootings. My film has to come out well and I give them full freedom in their work. They can work independently irrespective of their stature. In that sense, all of them have been good to work with and I have also been good to them.


He goes on to talk about people's tastes and the genres that, he believes, work in today's scenario.


I believe that content would always speak for itself, and that people will recognize true quality always. People have moved beyond meaningless action films with implausible scenes. They have advanced a lot and are exposed to a lot of things. Emotional connect has to be there even if the techniques are superior. They are brilliant and can never be brainwashed by campaigns.
Comedy, horror and films with grandeur are the genres that work today. Meaningless publicity gimmicks are being brushed away by the public and success meets and posters are being laughed at.


Now coming to marketing and publicity, Aascar Ravichandran, being a pioneer in this regard, it seemed to be the right question to ask to the right person.


For a good film, marketing will be a good plus. But for a sub-standard film, it can work in the opposite way. People'll be angered by misleading marketing for average films.



We have to live with it. Piracy is sort of a testing mechanism for a film's quality. For the first 3 days, people ll surely come out of their homes irrespective of other options, and it's either cinema or hotels that they'll frequent. Piracy is a trailer for a good film, while a bad film is rejected in double-quick time now due to piracy's emergence


Aascar Ravi believes that all superhit films have been family-friendly and invariably 'U' rated


Almost 95% of my films have been U rated. There won't be needless vulgarity and my films will appeal to the entire family. Generally superhit films will always be appealing to the entire family and will be devoid of violence and sex. From the times of MGR, this has been the case. Jackie Chan also follows a similar formula, to appeal to the entire family. A good wholesome family-based entertainer will never fail.


About the trend of new producers entering the industry, of late.


If people can come up with good content and achieve success, then new producers are always welcome. But they will have to be ready for the future and have foresight. Else they'll stagnate and remain at the same level.


Overkill of films every week


If too many releases happen every week, most of the films won't draw any crowd if they are substandard. But people will see good films even if 10 films come at a time.

Sadly quality has come down and people's tastes have changed and evolved; old themes don't work. Ultimately content and stuff matter and even if many good films come together, people will see it.


Why are films often not able to meet their initially planned release dates?


Lot of needless elements here are now preventing us from planning release dates well ahead of time. Technology has its banes and talk can spread fast. Needless legal issues, needless stories crop up if we plan in advance.

But 30 to 40 years before, legends met their release date plans after announcing it on the 'Pooja' day itself. Films were wrapped up in record quick time and released promptly. Hollywood and Bollywood doing this now, isn't anything new.


With a ticket pricing cap of 120 Rupees in the state of TN, is the industry being affected from a revenue perspective?


People have budgets and have so many other expenses to take care of. They will spend money only if the movie is worth it. For them it is life and they have to manage other expenses and also manage their film viewing routine. They may have planned already, regarding the Diwali release that they would see.


What next?

I can't think of my next film unless my current commitments are done with. All my three films in hand currently - Boologam, I and Vishwaroopam 2, would be released within this year. It's going to be a very busy time for us.




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