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Cinema is as much a part of our lives as our morning filter coffee cup.
With the growing popularity of Over The Top (OTT) services and the proliferation of multiplexes throughout the city, this love story is about to develop. It is interesting to note that four women belonging to some of the biggest families of film producers in South India are leading the change.
OTT Rising
- According to Kotak Institutional Equities reports, OTT receipts are expected to reach $ 3.1 billion in India over the next four years, with 500 to 550 million users active per day who spend an average of 100 minutes a day. At present, the duration is 60 to 70 minutes per day.
The daughter of Kalanithi Maran, Kaviya, vice president of Sun TV Network Limited, is behind Sun NXT, the network streaming platform launched in June 2017, which offers more than 50,000 hours of connection. content.
But the real representatives of AVM Productions and AGS Cinemas are trying The "AVM twins", Aruna Guhan and Aparna Guhan Shyam, pilot the brand in the digital world, while Archana Kalpathi ensures that the presence on the AGS Cinemas pitch is solid. For more information:
Ready for OTT
Aruna Guhan & Aparna Guhan Shyam, Associates, AVM Productions
In a large hall of the AVM headquarters in Vadapalani, I find Aruna and Aparna, 30, in the process of watch scenarios and watch clips for a new web series. Both work here (part-time at the beginning) since middle school – in a previous interview with The Hindu they had talked about attending "scenario discussions" with their grandfather, Mr. Saravanan, and spend time in all departments.
But for five years, they have their eyes riveted on the media continuously. In 2014, while "few people were consuming movies online," the duo published Idhuvum Kadandhu Pogum (That pbades too) for YouTube. And although they are "a little ahead of time," the 55-minute film featuring Sivaji's grandson, Shivaji Dev, performed well. Today, they are delighted with the huge demand for content in the OTT space.
"We are part of the youth crowd and we understand what young people consume," says Aruna, while Aparna, 13-minute younger, says access to multilingual content is one major benefits because it has helped to increase the market and the audience.
The oldest memory of the film?
- Aruna: It's the same for both of us: dancing with Kajol during the filming of Minsara Kanavu
- Aruna: You Jack Ryan and Money Heist . I almost finished Ranger with Mario Kondo also
- Aparna: I watch Homecoming as well as The Table and Eat the world with Emeril Lagbade .
"In terms of storytelling, it's more realistic. The stories are also more focused on viewers, "she says, adding that in an online hacking and falling theater sector, quality content will attract more people willing to pay and watch.
barely leaves them time for their personal digital consumption. "We spend most of our time looking for work or research," laughs Aruna. When they can, the sisters catch crime series on Netflix and Amazon Prime. They also digitized all the old AVM movies from MPEG to MP4
. They are currently looking for new scenarios. "We are not looking for a particular kind. But the story must be different and match the values that make AVM's reputation, "says Aparna, even as Aruna states" communicating simultaneously with multiple OTT platforms ". The first of their web series – with "a great director and an established actor" – will be posted later this year.
What does their grandfather think of this project? "When we discussed this idea, he immediately thought it would be good," Aparna concludes with a smile.
For the love of cinema
Your Favorite Series?
- Archana: I love Game of Thrones . Whenever I look at it, I would like to be able to produce it. This series is very successful because it has brought production to a different level.
- If you are making a series online?
- Archana: I would like to produce something of the historical genre. We have powerful women in our epics, like Draupadi (Mahabharata) and Sita (Ramayana).
Said Archana, "Cinema is no longer a culture for us. And there is room for growth; many areas of the state are still not serviced, "she said, adding that she was setting up other multiplexes. Projects in Velachery and Chengalpattu will open next year, adding another 15 screens to AGS.
"We need other screens because the demand is still high. Regardless of the online / digital connection, people are still walking to watch movies. There is a craze for "first day first show" even today. We are also interested in tier 2 and 3 cities and low cost models.
Under the direction of her father and uncles, she hopes to soon be able to take on greater roles in exhibition, distribution and production. "Over the past two years, each of these roles has given me a different perspective on film sector management," says Archana, who admits to being very active. She oversees everything through a WhatsApp group that brings together her entire team.
Does she intend to become a director? "No. I'm more used to numbers and math," she says.
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Your Favorite Series?
- Archana: I love Game of Thrones . Whenever I look at it, I would like to be able to produce it. This series is very successful because it has brought production to a different level.
- If you are making a series online?
- Archana: I would like to produce something of the historical genre. We have powerful women in our epics, like Draupadi (Mahabharata) and Sita (Ramayana).
Said Archana, "Cinema is no longer a culture for us. And there is room for growth; many areas of the state are still not serviced, "she said, adding that she was setting up other multiplexes. Projects in Velachery and Chengalpattu will open next year, adding another 15 screens to AGS.
"We need other screens because the demand is still high. Regardless of the online / digital connection, people are still walking to watch movies. There is a craze for "first day first show" even today. We are also interested in tier 2 and 3 cities and low cost models.
Under the direction of her father and uncles, she hopes to soon be able to take on greater roles in exhibition, distribution and production. "Over the past two years, each of these roles has given me a different perspective on film sector management," says Archana, who admits to being very active. She oversees everything through a WhatsApp group that brings together her entire team.
Does she intend to become a director? "No. I'm more used to numbers and math," she says.
