Instant Movie Trend In Tollywood

In a film industry that survives on innovative marketing strategies, yet another novelty is making Tollywood the talk of the town — instant movies. Forget elaborate song sequences shot in exotic locales and stars who give dates that span through the year — quick shooting and pack up is the new mantra for small budget flicks.

Okaanokkapudu, an off beat flick that released this week was made in just 11 days, preceded by the film Cell, last month’s release, which was shot in a span of 15 days. The number of days taken for shooting the movie is also being aggressively publicised to draw public attention.

"We made Okaanokkapudu in 11 days which is a record in itself and this has become the USP of the film. Shooting in such a short span is possible if the advanced technology available is used right and the script is perfect, and there’s proper planning involved," says Krishna Nori, director of the film.

Directors feel that instant shooting ensures that the concept and story stays fresh in their minds. "I finished my movie in 15 days. This is because we shot it in very few locations. Shooting for less days gives a director control on the film and of course, the costs reduce drastically," says T.Venkatanarayana director of Cell, a movie made on a budget of Rs 43 lakh .

Most often these films have very few, if not, no songs at all. "Interestingly even devoid of songs and other frills, these movies are faring well at the BO," says actor Rajeev Kanakalam, actor of the film Black & White, which was shot in 36 days.

Film critics believe that the demand for satellite rights of movies is spurring this trend of instant cinema. "People who make movies in a short span can be assured of getting their returns as channels today are vying with each other to buy the rights. This is the new trick — producers invest less, make a small budget flick in a couple of weeks, sell the rights to a tv channel for a minimum of Rs 50 lakhs," says Vasiraju Praksham, a Tollywood film critic. Other films shot in a record span of time are Raksha, shot in 30 days and Mental Krishna, shot in 30 days.