The International Indian Film Academy (IIFA) will organise the first-ever "IIFA UTSAVAM" here next month, aimed at celebrating the cinema of South India.
Terming the IIFA celebrations as the country's biggest cinema event, the organisers their aim is to honour and recognise the best of South India's film industry.
The three-day "IIFA Utsavam" will be held from December 4 at Gachibowli Outdoor Stadium.
"IIFA Utsavam has been conceptualised to specially give due credit and honour the prolific body of work and brilliance of the Cinema of South India.
"We are confident the celebrations are going to be a huge success and emerge as a milestone event for the entire South film fraternity," said'IIFA Utsavam' director Andre Timmins.
During the announcement film stars from South showed their support by voting for their favourite movies and talent at the IIFA Utsavam Voting Day.
According to organisers, the Cinema of South India is being celebrated as a single entity by encompassing four massive film industries namely Tamil, Telugu, Malayalam and Kannada.
Hailing the event, superstar Kamal Haasan said, "IIFA Utsavam is a wonderful initiative taken by the International Indian Film Academy to help build the outreach of film industries across India. Given the global acclaim of the IIFA platform, I am confident that it will become an instant opportunity for greater recognition to South Indian film industries and our work."
Pointing out that more than 600 films, out of 1000-odd films made annually, are crafted in south, the actor said, "Right from the beginning, South has been where national cinema lived. It is high time that we are celebrated and I am glad it is happening now after years of discussion. It is something they have realised (that South is) one of the strongest film industries in world."
Another superstar of South, Nagarjuna said IIFA would help in promoting their Cinema on international platform.
"What IIFA will do is (that) it will put Southern cinema on a platform where it can be shared internationally. They have the experience and they have done this with Hindi cinema and now they can take it internationally and that will help showcase Southern cinema".
