Fri, Apr 14, 2017 - Page 6 News List

Indian franchise chases Hollywood

Reuters, HYDERABAD, India

Dozens of animators work into the night in the southern Indian city of Hyderabad, fueled by caffeine and huddled over computer screens in a darkened studio to put the finishing touches on India’s biggest and most ambitious film.

The makers of Baahubali 2 hope its top-notch visual effects will wean Indian audiences from Hollywood blockbusters, enticing them with the magical kingdoms, rampaging armies and towering palaces of a homegrown fantasy epic.

“If art was easy, everybody would do it,” said Pete Draper, cofounder of Makuta VFX, which is stitching the film’s live-action scenes to computer-generated imagery (CGI). “Every single shot has its own challenges. Working hours right now are crazy. We are finishing daily at 4am.”

Agencies that closely track the box office say that Baahubali 2 is the most highly awaited Indian film of the decade.

However, the competition for Spider-Man and other movie franchises from overseas is not coming from Bollywood.

When it opened in movie theaters in 2015, dubbed versions of Baahubali: The Beginning, made in the Telugu language widely spoken in India’s southern Andhra Pradesh and Telangana, resonated with audiences nationwide.

It used CGI to depict ancient kingdoms and bloody wars in a quintessentially Indian battle of good versus evil.

Film-maker S.S. Rajamouli aims to do even better when the next installment is released on April 28.

Inspired by Hollywood epics such as Ben Hur and The Ten Commandments when growing up, Rajamouli wanted to create a tentpole franchise that delivered a memorable movie experience.

However, younger audiences were looking to Hollywood franchises such as The Fast and the Furious, and the superheroes of the Marvel and DC Comics universes for the big-screen thrills Indian cinema was unable to provide.

“They have heavy budgets, they have huge star casts and huge studios backing them, but if we make 10 percent of it in an Indian context, with our stories, our heroes and heroines ... we can easily compete,” Rajamouli, 43, said in an interview in Hyderabad, his home city.

Draper was at the sprawling movie set every day of filming to make sure location shots and actors’ movements synchronized with CGI-enhanced rendering on screen.

By day, the half-built palace, an arena, the torso of a statue and a stone temple flanked by blue screens do not look sufficiently formidable, so the team of nearly 80 animators has been given the task of fleshing out the heft and detail.

To keep down production costs on a budget of US$67 million, work on the CGI-heavy movie was distributed among 35 studios across continents.

“We didn’t have any studio backing us. Raising capital was a challenge,” said Prasad Devineni, one of the producers.

If all goes well, a record-breaking run for Baahubali 2 would be a wake-up call for Bollywood, where movie theater attendance has halved from a decade ago.

Bollywood, reliant on a tried-and-tested formula of romances and masala thrillers, has failed to develop its own big-ticket franchises, piggy-backing instead on Baahubali, with top producer Karan Johar marketing the movie in Hindi this month.

With a spinoff TV series, an animated offering for Amazon videostreaming, a comic book and a possible third film in the works, Baahubali could lure back Indian audiences.

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