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Let's Talk: Bollywood Coup d'État

BRAINTRUSTdv interviews Ram Madhvani





Ram Madhvani was the first filmmaker who utilized small-format DV technology to shoot a feature film intended for mainstream distribution in India. In many ways a guerrilla effort, Let's Talk startled Shringar, the largest film distributor in India, by opening to full houses in Mumbai (Bombay) in December, 2002. The film went on to play prime-time slots on India's Star Movies channel.

Let's Talk will be distributed in the U.S. by Cinebella.






BRAINTRUSTdv: You've said that the structure of Let's Talk was inspired by the Thumri, a song form in which a single lyric is repeated many times with different emotional overtones. Can you explain how you translated this form to the cinema?

Ram Madhvani: In the Thumri you can sing a line in many different expressions. To simplify it, let me take the word "love." You could sing the word love angrily or sadly or violently or lovingly. I felt that if you could do that in a piece of music then why is it that you could not do it in cinema? When I first told people that we would have the same scene played out in different emotions, they thought it would be like an acting exercise. When people criticize me and say I should not be doing something, it strengthens my resolve to actually go and do it. The story of the film is that there is a wife and she is pregnant, and she doesn't think that the baby belongs to her husband, and when she tells her husband about the baby and the fact that she's had an affair, how will the husband react? What will he do?

Option A : Will he get depressed? That's mood one.

Option B: Will he get angry and say that he will invoke section 497 of the Indian Penal code? Which basically means that the wife is the husband's property, and if the lover is caught he is caught for trespassing. This law actually exists.

So will he get depressed, or will he get angry? Or will he get violent, or will he rape her, or will he hit her, or will he forgive her? You see all these scenes and many more. In fact, there are eight different moods which are played out. Depending on what kind of character you are, you could possibly go through all of these depending on your mood.


BTdv: How is the Radha/Krishna story embodied in Let's Talk?

RM: When you are talking of the Thumri and you are talking about light Indian Classical, a lot of it is in fact about Radha and Krishna. And I felt that I also needed to make a film that was in some ways rooted. Though it is set in Bombay, it is about people who are a contemporary kind of couple, world-traveled, etc. I just felt that I should also root it within the Indian culture. And because the structure was formed on the Thumri—and plus it would have Thumri music, and I was dying to do an album of Thumris done in a contemporary kind of way—I thought it would be good if I did some kind of a subtext using the Radha/Krishna myth.

I wont get into the boring theoretical explanation of the reasoning behind the thinking. I think that is best left to be seen rather than explained.


BTdv: It's uncommon for the producer of a film to double as the cinematographer, as was the case on this production. Whose decision was it for Sumantra Ghosal to operate the camera?

RM: Sumantra suggested that we do the film on DV. I said, "Well, you better shoot it then." He is a director, actually, and he is my partner, and he is the co-producer of the film. He began Equinox and Shift Focus, which is where we intend to do our feature films. He began Equinox many years ago and I joined him as an assistant. He was interested in cinematography, and I had used him in a couple of ad films including the one that got a bronze at the Cannes Ad festival—which was incidentally shot on DV. I found that because he is a director he would allow me the space to work with the actors and would not be that protective of his own work. Sometimes the cameraman protects his work. And I felt that Sumantra, being a director, would allow me that space. That being said, I thought was a little unfair because I really didn't give him the opportunity and the time to practice the craft of lighting. The fantastic thing was that he went with the spirit of the film.


BTdv: What sort of equipment did you use to shoot Let's Talk?

RM: We used the [Sony DSR] PD100. We used two cameras with anamorphic adapters. Apart from that we used very few lights. The sound was recorded on Jazz and on DAT by somebody who used to work with us, and so was not really recorded by a professional sound recordist. It was only much later that Nakul Kamte came in. And thank God for that. He was there through the mixing process and he did a lot of clean-up and sound design.


BTdv: Why did you choose to work with DV?

RM: We are from advertising, so we have used digital quite often. The reason why we shot on DV is because I felt that it liberates the actor. I also wanted to make a film with a small crew. I wanted to make it with ten or twelve people maximum. I didn't want to have a camera department that didn't know
A telling poster
what was happening in the film. I didn't want people hanging around, and I didn't want to do it in the traditional way because I was sick and tired of working with crews of 150 to 200 people. I wanted to make it more personal, and I felt that the DV medium was best suited for that.


BTdv: You've said, "I didn't choose DV. DV chose me." Can you elaborate?

RM: Because, you know, normally you say, "Oh, I am a filmmaker, and obviously I shoot on 35mm," and in India, especially when you are shooting on digital, you are not really cutting- edge. You are more like a dull sort of edge of some knife. Like some kitchen knife. And they look down upon you because you are digital. I didn't want—for reasons of ego—to shoot on digital. Because everybody thinks that you are real filmmaker if you shoot on 35mm. But I am glad that I did shoot on digital. I would not have been able to make this film if I had shot it on 35mm. It would have been a different film.

Having said that, perhaps my next film will be 35mm because the subject matter will demand that. I think that the way this film was done—the way that it was approached, the philosophy of it—demanded digital and the freedom that digital gives you.


BTdv: Were you inspired by any foreign movies that had been blown up from DV to 35mm?

RM: No, I was not inspired by any foreign DV movies that have been blown up to 35mm. I certainly saw a lot of them. Like Dancer in the Dark. I just wanted to see if the blow-up was okay. I read what Lars Von Trier was doing, obviously. I knew of the Dogme movement. But we saw these blow-ups more for technical reasons rather than for philosophical reasons. I think movies inspire you, technology doesn't inspire you. I think movies and their emotions and feelings inspire you.


BTdv: I understand you used a lens adapter in order to get a 16:9 image.

RM: Yes, we did use a lens adapter. Because Lars Von Trier used it in the Dancer in the Dark. And we were told by our technical consultant Paraminder Singh Chaddha from Prime Focus (he used to work with us earlier) that if you blew it up with the anamorphic adapter, then the quality would be better because there would be less to blow up. I am answering this in layman's language.


BTdv: Why did you choose to shoot an initial one-hour version of Let's Talk before making the final version?

RM: Well, we shot the scratch film because we lacked the courage of going out and making a feature film. Most of us just talk about making films and never get down to them. And the great thing about using digital and using these small cameras is that it actually is very cheap. You can go out there and see whether it is working or not. It helped us because of the process that we followed and because we were an honest, self-critical team—obviously there were lots of insecurities, etc. But I think we were eventually out to protect the film. But I think that when you are doing that kind of process, you need to not be autocratic, and I think that the director needs to allow the people to be genuinely collaborative and to manage that process and yet have a vision which includes everybody's collaboration and have a vision that directs a lot of people who are hugely talented to one goal.

We did the scratch film and we showed it to people and then we went and rehearsed the whole film and re-wrote the whole film. We kept two or three scenes from the scratch. Though we did re-shoot them.

The scratch film was about an hour long. And that gave us a lot of feedback and also gave me a green signal about going ahead and having the courage because people said go ahead and make this. "It is good." "It is worthwhile." So we kept the scenes that we liked. Rather than writing it out—because I felt sometimes the writing process was too formal—I would get Boman and Maia to actually keep acting out various lines and transcribe it, then read it, or sometimes they used to write it then act it immediately in my conference room, which was called Stalag 17. I actually had my actors there doing the writing along with me. And I think it was a hugely liberating process for the actors and for me because I think that was one of the routes through which we could get the internalization of the dialogue rather than, you know, getting an actor to mug-up his lines and then understanding it. I felt that this was more pure because in some ways it used the actor to create the character rather than using the writer to create the character and then bringing the actor in later. And I felt that that helped us get the kind of Chekhovian kind of truth that we were searching for. This rehearsal and writing process went on for over three months after the scratch film.


BTdv: How did the cast and crew benefit from making the scratch film?

RM: I found that when I was making the scratch film there was a sense of freedom that allows you to be a lot less insecure. The two quotes that I like are: one, if you are not living on the edge, you are wasting space; and, two, if you are living on the edge, you might as well jump off. With the scratch film we could jump off and yet have a safety net.

There is a sense of bravado to the performance because you know that you can go out there and do it without there being the risk of screwing up. Because you can, and it's okay. And I think the lack of tension really, really helps the process. This process actually came from advertising. We are doing scratch films all the time, and we are researching them all the time. And I find that the idea of making the scratch film before you go out and shoot is really, really fantastic because it allows people to know whether the film is working or not.


BTdv: Incidentally, the Bengali filmmaker Satyajit Ray also worked in advertising before his transition into films. Have you been influenced at all by Ray?

RM: Of course I have been influenced by Satyajit Ray. Anybody in the world of cinema who wants to make films in the realistic tradition is influenced by Satyajit Ray.


BTdv: Audiences seem to have been very impressed with Boman Irani, who plays the cuckolded husband in the film. Why did you want to work with him on this project?

RM: Well, I can just go on and on about Boman. I had seen Boman in Jesus Christ Super Star playing King [Herod]. Then I saw him playing Mahatma Gandhi in Gandhi vs. Gandhi on stage. He was a 6'2" Gandhi. I also had seen him playing a 70-year-old Parsi gentleman. And I felt that here's an actor who could dance, who could act, who could make you cry. I cried even though I didn't believe he was Gandhi. He made me feel for what Gandhi was going through. And I felt that here is somebody that I must tap. I also feel that Boman is one of those rare actors in India: he has a extremely fantastic memory for detail, which he uses, and an amazingly good observation of life. And in some ways the greatest thing about him is that he doesn't really act. I think that's quite incredible for an Indian actor or for any actor.


BTdv: So was this Irani's first feature film?

RM: This was actually Boman's first film. Though there was another film of his which got released before ours. This was Maia [Katrak]'s first film, too—though Maia had done an acting course at RADA twelve years before. Boman had done many commercials, of course, before this film.


Maia Katrak and Boman Irani

BTdv: How did the two actors respond to the digital format?

RM: In the digital format you are given a lot more freedom to actually just "be" rather than worry about the technical faculties that you need to use when normally making a 35mm film, and I think for the actors it was hugely liberating. The crew did not intrude into their space. And the actor didn't have to use half his mind worrying about technical things. He had the freedom to worry about genuinely "being" rather than worrying about, "Oh, this is where I need to walk or this is what I need to do."


BTdv: I understand that each of your actors fainted during production.

RM: Well, this was during the scratch film on the fourth day. It was extremely stressful. We had no idea what we were stepping out onto, and it was hugely emotional and very intense.

Maia fainted on the fourth day. I now know that she actually suffers from this sometimes. But I didn't know that then. And she fainted, and Sumantra was looking through the camera, and the next thing he finds is that she wasn't there, and he came to me and said to me, "Your actress just fell down." She recovered about fifteen or twenty minutes later. I think it was generally just the emotional stress.

Boman on the seventh day broke into a cold sweat just before a scene, and I started laughing because I thought that this was a fantastic way for an actor to actually prepare for an scene. He was getting into the depression scene. Boman practically had a heart attack then, I realized later. And we got a doctor on the set. Sumantra after the scratch film also fell ill. I think the only person who didn't fall ill was me.


BTdv: You've remarked that Katrak, who plays the unfaithful wife, "had less to unlearn" that the other fifty actresses you auditioned for this central role. What qualities were you looking for when casting the part?

RM: As I mentioned before, I think most actresses "act," I think most actresses "show," rather than just be. Stylized acting works in certain kinds of cinema but would not have worked for ours.


BTdv: A few people have mentioned the prominence of windows in the movie and the fact that they are mostly "blown out," which distracts from the action. Did you want blown out windows for a certain effect, or was it just an inevitable byproduct of the DV format?

RM: The blowing out of the windows was not intentional. It was the limitations of digital. When your window is your light source you can't cut the light coming in from it.

If we had that helicopter that we had asked to light the inside of the penthouse then it may have looked better. I don't think the window came in the way of the narrative, however.


BTdv: It's commonly remarked that Let's Talk was India's first DV-to-35mm film.

RM: I think it is India's first DV-to-35mm film, but it's always a little scary to say it's the first because you never know. I do not know of any other.


BTdv: I understand that you don't like to talk about the film's budget, but you've said that making a 35mm film would have been cheaper than doing it digitally. For many, the opposite seems true. What drove up the production costs on your project?

RM: What blew up the production cost was the blow-up. Doing a digital transfer is not cheap. And I think that since a film is always made to a budget, you could probably pull off a film on 35mm in the kind of [price range] that you would be able to do DV. Except it may not be the same film.


BTdv: And you had a number of international labs do sample blow-ups of your movie.

RM: Yes, we did three or four tests in Melbourne, in L.A., and in Canada, and finally did our transfer via Prime Focus in Canada.


BTdv: Were you happy with the marketing strategy of Shringar?

Marketing director Amita Madhvani: Let's Talk, being an English-language film, needed a special marketing effort to make the film stand out and be noticed in a Hindi-dominated industry. We figured that the marketing effort for this film needed to be different and inexpensive.

The marketing was:

1) The Post-it campaign. We put Post-its in Barista's key outlets. Some tickets were given at these outlets as well. Shringar was supportive and helped execute these ideas. We had worked out a deal with Birla 3M to get us the Post-its printed at a reasonable rate.

2) The celebrity campaign. Film stars and directors like Aamir Khan, Shabana Azmi, Vidhu Vinod Chopra, Shyam Benegal, and Pooja Bhatt saw the film and commented on it. We used their statements (with their permission) as part of our publicity campaign in newspaper ads, handouts, posters, etc.

3) MTV Bakra. We staged a mock scene at Oxford book house cha bar, where our main stars Maia and Boman behaved like a married couple having a fight. The audience was made a Bakra (Bakra is a bit like playing an April Fool's Day joke). This was also an awareness plan for the film. The audience reaction was shot with hidden cameras. Shringar was part of this activity, having worked out a deal with the cha bar.

4) Radio spots. We had specially recorded radio spots and our music running on 92.5 FM as promo for the film—with Shringar's help.
The "celebrity campaign"

All of these marketing strategies were carried out by Shringar simultaneously in Delhi, Pune, and Mumbai.


BTdv: Sounds like you did a lot of marketing on your own. What about distribution?

AM: Shringar released five prints of the film for India. The film ran for three weeks in three theatres in Mumbai—Sterling, Fame Adlabs, and Gossip; in Delhi at PVR Saket; and in Pune at Inox. The show times chosen for the film were late at night, which reduced the chances of opening the film to a larger audience. But this film was more of an experiment for Shringar, and they were surprised that the film opened to full houses in Sterling—a 1,000-seater. Later the film opened in Bangalore, Ahemdabad, and Chennai with a delay of two months. In the meantime, the publicity for the film had worn thin, and we did not have the infrastructure to restart the publicity in these centers.


BTdv: Did the film have a successful run on the Star Movies channel?

AM: Star Movies started an event called "Made in India" and packaged all the English-language films made in India. They showed all these films (Let's Talk, Mr. and Mrs. Iyer, etc.) on Star Movies in a span of three months at prime time.


BTdv: Are there currently any plans for international distribuition?

AM: We have a U.S. distributor, Cinebella, that has just released our U.S. DVD, and we look forward to some earnings. We had hoped for some sales on U.S. TV, as well, but that has not materialized with our U.S. distributor. The U.K. territory is open. The film is also subtitled in French, and we look forward to some interest from all those territories as well.


BTdv: Ultimately, Ram, you seem to have a love-hate relationship with DV. What are your feelings about the digital medium at this point?

Ram Madhvani: On one hand, the term digital is misunderstood. There are many kinds of digital films. Films that are shot digitally or ones that use digital post. Even within the digital-shooting family there are many differences. Ours was an indie movie. I have seen tests done on HDTV and though it looked good. I still feel that the 35mm image does look better. But given the way that technology is moving, I suspect in the next three or four years digital will look as good as 35mm. The other thing is that our eyes are too used to seeing 35mm, and they are not used to seeing digital, and that's why we need to train our eyes. Finally, the audience is not concerned with what you shoot on. They are concerned about what you are shooting. And so, therefore, I think basically it's form and content, and if your content deserves digital, then go for it. If it's a film using the landscape of the human face, and if you are doing it in the indie kind of manner, then it's different. But if you are getting HDTV, that's a different thing because then that doesn't really mean that you are using digital—you are still worrying about the shackles of a big crew and the shackles of 35mm. Having said that, I think it really depends on what kind of script you are doing. Some scripts are DV-friendly, and some are not.


BTdv: No matter how far-fetched, tell us what you see as the ultimate long-term goal for digital video technology in terms of distribution, exhibition, and public reception.

RM: The future is almost upon us. At some stage, distribution, exhibition, and the making of films will be digital. I am only repeating what the world is saying.









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