Piracy creates brands and icons: Shekhar Kapur

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Panaji, Nov 23 (UNI) Noted filmmaker Shekhar Kapur feels that piracy has been a blessing in disguise for creating icons and brands in the film industry.

''Piracy thrives because people want cheap access to entertainment. So the best way to fight it was to ensure that technology becomes cheap and all sections of the society can afford it. Pirates know the needs of the people. It has thrived because people in the industry could not take their films to the right place and right time,'' Mr Kapur said while speaking at a CII seminar on the Media and Entertainment Industry coinciding with the 38th International Film Festival of India (IFFI) opening here today.

''Many people come to me and say that they liked my 'Mr India' or 'Masoom'. Not all have seen the film in theatres, but in some form or the other pirated version. Shah Rukh Khan is a superstar and not everybody has seen his films in theatres. In fact, pirates reach the masses,'' he said.

He said Penetration of broadband was very important. Strengthening of local economies, cheaper products to include all movie goers and not just the elite is the need of the hour,'' Mr Kapur said.

Describing the Media as an emotional interface between the technology and the consumer, Mr Kapur pointed out that Media viewing had undergone a change. He felt Corporates which were entering into the industry in large numbers should focus on creating their own brands rather than use existing brands (top filmstars) in their movies.

''I feel this is a short term path. In earlier times, production houses like Gemini films, Rajshri banner were brands and people watched their films keeping in mind the genre of films they offered and not the actors working in it. It was only Subhash Ghai in recent times who made films with newcomers and made them into stars,'' Mr Kapur pointed out.

UNI

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