The year 2010 was by far the year of entrepreneurs and risk takers in the Hindi film industry. The success of Peepli [Live], Udaan and most recently Phans Gaya Re Obama has underlined the fact that the days of big studios, casting larger than life stars in films backed by insipid scripts resulting in blockbusters are gone for good. Ask the Roshans, they are still looking for the mangled remains of the ill-fated Kites!

On its opening day Phans Gaya Re Obama earned Rs 1.25 crore, but since then the collections are steadily going up on the back of positive reviews and word of mouth publicity, while the other big ticket releases of the day Rakht Charitra 2 and Khelein Hum Jee Jaan Se have had a lukewarm response so far. Made on a huge budget, and sold off to distributors at a heavy premium KHJJS had a disastrous weekend of around Rs 3.50 crore net nationally. Industry website ‘Box Office India’ claims that “Khelein Hum Jee Jaan Sey is likely to wrap its lifetime business at just 6 crore nett and a disastrous distributors share of less than 3 crore.” Not a happy scenario for anyone who has invested in the project.

Although, in the age of multiplexes the films with small enterprise structure are thriving, with the latest beneficiary being Subhash Kapoor’s ‘Phans Gaya Re Obama’; a film made on a small budget with actors who can deliver the goods on screen, a neat marketing plan (minus the gimmicks) followed by sale of screening rights to a satellite channel. Profit guaranteed. Ask Aamir Khan, the shrewdest of the film marketers. He produced the highly acclaimed Peepli [Live] for a shoe string budget of Rs10 crore and even before the release of the film the TV rights were reportedly sold off for that amount of money. Every penny the film earned after that was up and above of the production cost.

Lesson learnt: It is not too difficult to make money in the business of entertaining people, all one needs is a good story and an able story teller!

Since its inception in the year 2000, IIFA has had a glorious decade long run celebrating Indian cinema across the world. Spectacular set designs with power packed performances, attended by the who’s who of Indian cinema ensures that IIFA has a substantial fan following. But more than just an award show in an exotic locale, IIFA is a platform committed to building bridges across businesses, communities, nations, and cinemas. And in its 11^th year, IIFA has reiterated this commitment by starting the IIFA Charity Initiative, in association with the Sri Lanka Cricket Board, Habitat for Humanity and UNICEF, which aims to positively impact those afflicted in the country. This charity initiative is to include housing, literacy and rehabilitation measures for the people of Sri Lanka. Indian actor Salman Khan has already agreed to be the face of IIFA 2010 Charity Initiatives.

As of now, many Sri Lankans live in sub standard accommodations made of a motley collection of sheets, plastic and asbestos. As part of the rehabilitation process, IIFA will adopt and rebuild a refugee village in partnership with Habitat for Humanity, an organization initiated by US President Jimmy Carter which has been actively working in this region.  A “Cricket for Change” project is also to be initiated during the IIFA weekend in conjunction with the Sri Lanka Cricket Board. As part of the project, a charity cricket match between Indian cine stars and the Sri Lankan cricketers will be held on the 2^nd day of the Videocon IIFA Weekend. Proceeds from this match will be used for the rehabilitation of former child-soldiers who are being educated and cricket -trained, so that too have the opportunity to participate as volunteers during the cricketing event.

Happy to be associated with IIFA Charity Initiative, Salman Khan said “I support IIFA’s initiative that aims to give back to the Sri Lankan people, due to the recent hardships they have faced. I am happy to be an ‘Ambassador of Change’ and believe that it is crucial to make a difference and contribute to this worthy cause. IIFA has successfully built bridges between countries over the last decade, and I hope this initiative will do the same for Sri Lanka.”