In conversation with Santosh Desai, MD & CEO, Future Brands
NDTV: How much does international acclaim add to the brand name of the movie?
Santosh Desai: They add significantly. I think they give it a lustre. It lifts a film out of nowhere to somewhere. It gives it a currency and also becomes a must watch. Overall as an idea as a brand it crystalises that in the short term.
NDTV: What is the current brand value of
Slumdog?
Santosh Desai: It has become an idea of sorts and an exotic brand subject that is dealt with in an interesting way. It is a classic story of a very unlikely protagonist making it big. I think because the landscape and treatment is fresh and it represents a new idea, to jaded palletes, there is a certain freshness to the story telling.
NDTV: Will sales follow because of the international acclaim?
Santosh Desai: I think in the short term, yes, sales will follow. The fact is that film unless they become absolute classics are blinds in the transient sense. They are brands for about 4 to 6 months. They do get a second win when they get that big win. So clearly there will be a bunch of people.Obama has said that he wants to watch the film - he would not have said it if the movie would not have won the international acclaim. If he says it a lot of people will think that we should check that out.
NDTV: What about A R Rahman's brand value?
Santosh Desai: I think it will do very well for Rahman and people will become bonafide listeners. He will walk into projects that are huge. I think he gets a stature that allows him entry into some exciting projects but the case is very different in case of music, if you compare it with an actor. But even so it will be huge. I think dollar price tag will be high. Don't know if it'll have an impact in India. In india he already is very upscale. It works more or less to their own logic. The Indian scenario may not change dramatically but internationally it will do good for him.
NDTV: And Frieda Pinto - how will she benefit from the movie doing so well?
Santosh Desai: In her case you will see the change is most dramatic. She does even have a huge role in the movie to being a serious player. Normally this sudden rise of fame rises very quickly and fades even faster. But in her case it seems she is converting the opportunity very well. She perhaps may be the biggest Indian gainer. Again the two markets are different. What India seeks in a film star may not be the same. There is of course press coverage and an absolute A-list celeb list. She might not do well in terms of advertising and cinema.