Talent, content, action

Jeet with Sunny Deol, Judwaa with Salman Khan, Heyy Babyy and the Housefull franchise with Akshay Kumar — Nadiadwala Grandson Entertainment's filmography has always featured big-budget films. That's set to change in 2013. The production house will be shooting for a Rs 150 crore film, Kick, with Salman, alongside 2 States, Heropanti and Highway — each of which will cost no more that 10 per cent of Kick's budget. This will be a first for the company. Rakesh Mehrotra, Marketing Head at Nadiadwala Grandson Entertainment, explains, "There is a growing market for films driven by content, and the rise in the number of multiplexes is helping it. In the face of this evolution, we do not wish to lose out on the new audience."

Until a few years ago, content-driven films were considered a prerogative of indie cinema. That changed when UTV Motion Pictures, in 2007, launched its subsidiary, UTV Spotboy, with the aim of producing "high content-small budget films". All three films released that year under the banner — Aamir, Dev.D and Welcome to Sajjanpur — not only won critical acclaim but also made profit.

Viacom 18, Yash Raj Films and Balaji Motion Pictures have since adopted the model, but 2012 saw all production houses consciously keep aside an annual budget solely to back small films. Among the films that will release in early 2013 are Reliance Entertainment's David directed by Bejoy Nambiar, and Commando with Vidyut Jamwal. They will be in production alongside Abhinav Kashyap's Besharam starring Ranbir Kapoor. After English Vinglish and Vicky Donor in 2012, Eros is set to release Table No 21 with Rajeev Khandelwal in January. Having worked with Shah Rukh Khan, Aamir Khan and Hrithik Roshan in Don, Talaash and Zindagi Na Milegi Dobara respectively, Excel Entertainment will work with fresh talent in Fukrey.

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