Sanjay Shetty, Founder-Director of Opticus Inc. and Anant Roongta, Managing Director of Famous Studios, in an exclusive chat, speak about their journey as producers, their latest venture Shaadisthan, what drew them to it and how they worked around the pandemic to create this musical fun-filled entertainer. The producer duo also speak about the limitations, challenges faced by the film industry amidst the pandemic, the advantages of an OTT release and the future of film and filmmaking.

Anant Roongta is a third-generation entrepreneur at Famous Studios. He has spearheaded new service offerings at the studio such as Visual Engineering, virtual production and co-working spaces. He has lead the company’s recent foray into production and IP and is aggressively looking to develop content for digital platforms. Anant has completed his Masters in Entrepreneurship from Aston University, UK and is an active member of The Ascent Foundation, Mumbai.

Sanjay Shetty has more than two decades of experience Directing Ad-films. His ad films have been among the finalists at Cannes Lions, winners at Promax-Asia Advertising Awards & Goa Abbey Awards. He has also won the National Film Award in 2005 for the Marathi feature film Uttarayan from former president APJ Abdul Kalam.

What drew you to becoming a film producer?

ANANT ROONGTA: The content ecosystem in the country has developed significantly which has benefited all stakeholders. Internet penetration, inexpensive devices, production/post-production technology and the birth of regional, local and global OTT platforms have paved the way for content creators to unleash their imagination.

For Famous, this was an organic extension to our existing content services business and we felt this was the right time to explore our content production ambitions across genres and platforms.

SANJAY SHETTY: Stories have always fascinated me. I knew if there was one thing I wanted to do, it was to tell stories. While this would have been a challenge, considering how much time, energy, and money is required to make one film, today, given the kind of talent and technology we have and the mediums present, it’s easy enough to make you follow your passions without a doubt.

(NOW STREAMING ON DISNEY+ HOTSTAR)

Tell us about the ventures you have backed and how have they fared?

ANANT ROONGTA: Since 2018, we have backed various ventures – 140 seater co-working space, visual engineering studio for TV commercials, upgrading our post-production facility to global standards which includes one of India’s first fully inclusive Dolby certified 4K HDR and Atmos studio, virtual production studio and TVC/Long Format production.

COVID has affected most of our businesses but we see this as an opportunity to build, learn and strengthen our expertise in order to enable content creators with the best in talent, technology and infrastructure.

During the lockdown, we launched a new localization business and we successfully dubbed, mixed and delivered over 30 local and international titles. Our OTT post production business has gained steam with deliveries to platforms like Disney Hotstar, Netflix, Amazon Prime, MX Player and Zee5.

We have also worked with leading brands such as Amazon and HUL to deliver large-budget TV commercials.

SANJAY SHETTY: So far, Opticus Inc, my production house, has produced over 7 films, which include 3 full-length features, 2 shorts, and 1 film made specifically for the international BRICS summit. Another film is in the pipeline, awaiting release. Besides this, we have two decades of work experience in advertising with over 1000 AD films produced.

Fortunately, our films have spoken for themselves, with our first film Uttarayan winning the national award, followed up by Nil Bhatey Sanata. With the release of Shaadisthan, we have our fingers crossed in hopes for the same.

When deciding whether to join a project as a producer, what do you look for? 

ANANT ROONGTA: We usually look at who we collaborate with – mainly the Director, his/her story and if there is a co-producer involved, his/her background. The most crucial variable in producing a film is trust.

SANJAY SHETTY: Story and message are the crux of any and all films. The message of your story holds equal importance. As long as these factors hit the mark, it won’t matter if a plot is simple or complex. The rest depends on your team and yourself.

What attracted you to the script of Shaadisthan?

ANANT ROONGTA: The journey, clashing cultures, different perspectives of life, the music and the free-spirited nature of all the characters.

Raj, our Director truly represented the script with passion and belief.

SANJAY SHETTY: It was the character of Saasha, which is being portrayed by Kirti Kulhari. The complexity of the character drew me in. Here’s a modern woman, unafraid and unapologetic.

The majority of her time is spent with her bandmates who are three men or taking care of her parents herself since her brother is settled abroad. When she’s got time to herself and is in the mood, she cooks. I loved her personality.

What were the key challenges in making Shaadisthan, given the COVID-19 situation?

ANANT ROONGTA: Fortunately we wrapped up the shoot before COVID 19 hit us. Our post-production is what faced challenges considering we had to comply with the guidelines issued by the government. Then there were times when our crew fell sick or succumbed to the virus. Though we overcame it all and here we are today, releasing the film.

How have you promoted the film till now and what are your expectations from it?

SANJAY SHETTY: So far, the promotions for the movie have been a joint effort between the producers, cast, Zee Music Co and Disney+ Hotstar. The main media for promotions has been social.

We believe the film is a must-watch for all age groups and demographics. We expect a good response from the audience as there is a good mix of shooting locations in Rajasthan, the blend of music and stellar performances by all the artists.

How do you think the audiences are going to react to the movie?

ANANT ROONGTA: We expect a positive response to our film – in such challenging times, our film sends out a note of positivity, love and resilience.

What do you think are the key takeaways for the people from Shaadisthan?

SANJAY SHETTY: Life is to be lived to its fullest and no person is an exception to this. As much as the society we live in requires us to engage with it in a certain way, one must always remember that society cannot control you. Don’t pay heed to what society says when your heart wants to do something.

Audiences today are warming up to all kinds of content, but mainstream cinema still dominates the industry. So then, does backing unconventional movies become challenging?

ANANT ROONGTA: As a content creator and creative solutions provider, I believe that there is a large enough market for mainstream cinema and content that is published on OTT platforms.

For example, MGM studios are holding on to the release of the latest James Bond franchise, because the film has been produced using IMAX cameras, Dolby Atmos theatrical – all immersive experiences that can be enjoyed only on the large screen.

On the flip side, because of COVID, many Bollywood titles were also released simultaneously on OTT platforms last year. End of the day, it depends on how you want to present your story!

Mainstream media is going to dominate the industry globally, as the name itself suggests. It boils down to the kind of message you want to give and you’re medium through which you want to give said message. If you feel a pull towards a story, you will pursue it regardless.

What are the limitations, challenges faced by the film industry amidst the pandemic during the shooting promotions?

SANJAY SHETTY: The content business flourishes when creative minds get together and brainstorm ideas. Unfortunately, this has not been possible and the industry has moved to a hybrid model with the use of video conferencing and production in bubbles.

During shoots, we do not see too many challenges as all crew members are tested and work has continued, although in a start-stop manner. Post-production has been a challenge as DOP’s and Directors have not been able to visit studios because of lockdowns and remote working is not always possible when it comes to sound mixing, color grading, and finishing.

However, we have seen a steady flow of new content on platforms and the industry at large has adapted well.

What are the advantages of an OTT release, and what do you personally prefer cinemas or digital?

ANANT ROONGTA: As a consumer of content, I prefer the cinema as it is an experience. However, with new technology available on your TV and the fact the video on demand has spoiled us; I am a fan of OTT as well.

The advantages of OTT are there for everyone to notice – the playing field has become much larger which allows professionals to test their skills on new content, there is now an opportunity for everyone to get involved in the media and entertainment industry, more jobs and more investment in the industry. Crucial thing is that investors are now looking at the industry as an investment opportunity.

With audiences warming us to streaming platforms, what is the future of film and filmmaking?

SANJAY SHETTY: The future is bright – the demand for content will escalate and the need to use new tech such as virtual production will elevate the experience for producers and reduce the time taken to bring content to your screen.

This only means a boost for the industry. OTTs encourage younger filmmakers, short films and offbeat genres. Our horizons will broaden through means of an influx of talent and a variety of content in the industry. The future is bright without a doubt.

Will content consumption via OTT platforms affect the production houses and the existing revenue structure of the industry?

ANANT ROONGTA: As mentioned, it comes down to your choices. With OTT platforms, you can now choose your medium as you see fit to reach your targeted audience directly. The demand for meaningful content will increase tenfold.

The changes and opportunities will bring growth for production houses. Revenues will go up.

What were some of the most memorable experiences you had while working on Shaadisthan? Any anecdotes?

ANANT ROONGTA: There are many, but the one most mentionable is the time we filmed through the night. The scene was of the musicians performing. Right above the stage was a tree, from which hung a beehive.

We were terrified that the loud sound and lights would disturb the hive, triggering the bees to attack us. But so happened, that once the music began, we collectively lost ourselves in it, forgetting about the hive.

SANJAY SHETTY: The most memorable experience of being part of the production was seeing the smile on everyone’s face and their belief that we were collaborating and creating something special!