Film maker Ram MadhvaniKnown for his critically acclaimed projects like ‘Neerja’, ‘Aarya’ and ‘Dhamaka’, he believes in the challenge of today. Indian film industry not to be confused with the death of cinema. As conversations about box office performance and changing audience habits dominate the industry discourse, the director believes that criticism has become unnecessarily extreme.Speaking to Variety India about the growing trend of shunning films altogether, Madhvani questioned whether cinema is worth its continued shunning when so many people remain passionate about the medium.“Everyone here is a true fan. We want to go to the movies and forget ourselves, remember ourselves, laugh and cry? So why don’t we today? Ryan Gosling says, ‘It’s my job to come to the movies.’ You may or may not want to, that’s okay. But at the same time, is it anyone’s job to distribute films? Is it anyone’s job to turn around and say: ‘Films are dead’?’Rather than blaming filmmakers or predicting doom for the industry, Madhvani believes that everyone involved in the conversation should step up and allow the ecosystem to adapt. According to him, the creators are already aware of the concerns about the theater business and audience engagement. However, solving these problems requires time and experimentation, rather than relentless negativity.“Maybe the breath we need is not from the industry and making movies, but to calm everyone down. We’ve seen enough people out there doing great work. We’re all concerned, worried, upset and trying to find different ways to solve it. That’s our job. And I think we’re all in the same boat.”
Without losing the perspective of learning from Ram Madhvani criticism
Madhvani admitted that the backlash and negative comments can be frustrating at times. However, it also pays to listen to your audience and understand where the criticism is coming from. At the same time, he made a distinction between criticizing a film and declaring the entire medium obsolete.“I sort of do the latter (with negative reviews). But at the same time, I’m learning from what he’s saying. So please come out and say that about work. But don’t say movies are dead, because they’re not. However, at least in India, they are going through an identity crisis.”
Ram Madhvani on understanding the changing audience
Reflecting on how consumer preferences have evolved, the filmmaker emphasized that the industry must pay close attention to changing tastes. He even questioned whether a film like ‘Neerja’ at the time of its release would attract the same audience if released today.“I keep thinking, maybe if I did ‘Neerja’ today, would it be something that the audience would come to see? And that’s the question we have to ask ourselves. I was at an advertising briefing recently where I was told that consumer tastes have changed. And now I have to adapt my work to that audience, so I know what they would like.”
Adapting Ram Madhvani’s vision to the new reality
Drawing on his experience in advertising, Madhvani suggested that filmmakers should look at where audience preferences are directed and adjust accordingly. However, he emphasized that such a transformation cannot happen overnight.“We all have to think, ‘Where is this taste changing? Why is it changing? What are we doing to match that change?’ But that takes its toll. The intention is there. But it takes time. A boat or a car takes time to turn. But while it’s spinning, let it spin.’As filmmakers continue to search for the next step as viewing habits evolve, Madhvani remains hopeful that cinema will find its footing again if the industry is given the time and space to reinvent itself.
