Sangeet Natak Akademi Award- winning actor Mohan Agashe on Monday underlined the need to sensitise film marketers, who he said are "business-minded".
Speaking at an open forum discussion on 'Marketing Indie Films: From Regional to International Co-Production' during the third Guwahati International Film Festival (GIFF) here, Agashe said directors are sensitive while making films.
"The marketing of films, however, lies with businessmen. They may not be so sensitive about movies. So, there is a need to make them understand that money is not the bottom line always," he said.
Agashe, known for his roles in iconic films like 'Nishant', 'Manthan', 'Aakrosh', 'Sadgati' and 'Gandhi', said a good film might not make money immediately after release.
"A good film is for the long haul. It may not get immediate returns but 10 years down the line, people will remember it," he said.
Agashe said learning the nuances of the movie industry will help filmmakers sell their content.
The Padma Shri awardee said online movie platforms were creating private spaces for viewers.
"It is important to promote that watching a film together is a shared experience," he said.
National Award-winning filmmaker Rima Das said movies are a powerful visual medium and people will always watch them if the content is good.
Anupama Bose, the India head of an online streaming platform, said filmmakers should be like entrepreneurs and work for the commercial success of their films.
"Independent filmmakers must be involved with digital marketers so that their films reach the target audience," she said.
Bose said forums like GIFF help in connecting with independent filmmakers.
Filmmaker Rajni Basumatary said her Bodo language movie 'Jwlwi - The Seed' is being screened across rural areas of western Assam in tents due to lack of movie theatres.
"I am aiming at national and international levels for which digital platforms are of great help," she said.
Organised by Assam state government-owned Jyoti Chitraban Society in association with Dr Bhupen Hazarika Regional Government Film and Television Institute, GIFF will showcase over 100 acclaimed movies from 65 countries between October 31 and November 6.
The third GIFF began with the screening of Iranian film 'Charcoal' (Komur) by director Esmaeel Monsef and will end with that of 'To The Desert' (Al Desierto) by Argentinian director Ulises Rosell.
Five films from Iran, the 'focus country' of the fest this year, and seven from Latin America and the Carribean will be screened.
Also, films from countries such as Hungary, Israel, South Korea, Spain, Iceland, China, Bhutan, Germany, Japan, Russia, Syria and other nations will be screened.
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