Impact of Covid2019 on the advertising and film industry

Effects can be prevented by taking precautions in a confined environment

The entire film fraternity was shaken with effect to the complete lockdown declared by the Indian prime minister in mid-March 2020. Industry people who were otherwise engaged 24X7 now focussed on the 21-day countdown. Twenty one days turned into three months keeping the lockdown intact. Discussion between the state and central government and some eminent directors and producers led to granting a controlled permission for filming of movies, advertisements and TV serials. 

However, the negligence towards understanding the inestimable consequences of this relaxation can take a huge toll on the lives of technicians and actors.

The guidelines set by them were highly impractical. How could they facilitate medical facilities and doctors when basic medical centres were experiencing shortage? Despite having strict precautionary factors like availability of ambulance, periodic sanitisation of set, Covid2019 testing of technicians, a lot of filming schedules were on with least care. All the more, decreasing the number of shooting hours put producers in more losses. Today, when production technicians are filming with their lives in their hands, why shouldn’t the same injustice be applied to the film post production studios? Why doesn’t the same injustice apply to live events?

On the contrary, the effects of Covid2019 can be prevented in a better way by taking precautions in a confined environment. According to me, there should not be a problem in reviving post production permission as the government has lifted ban on highly risky businesses like lodging and hotel industry. In today’s difficult times, many studios have chosen to work from home. Yet, not all activities in this industry can be executed from home. This boils down to the basic rule that the production data in the industry is highly sensitive and cannot be mishandled like this. Data privacy plays the most crucial role when a producer collaborates with a studio for a certain assignment. Otherwise, the possibility of piracy cannot be ruled out. Although many studios agree to maintain data privacy while accepting new assignments, data leaking is not a surprising factor. However, in this pandemic, a lot of studio owners have become debtors.

For the reason of this lockdown, many clients have realised that their work can be executed on a small setup or from a freelancer. This is turn has sounded an alarm. Many studio owners purchased world class equipments and tools while setting up business expecting to provide enhanced services. Now that the same can be done on smaller setups or by freelancers, they are considering their purchase decisions. This situation is also directing towards job loss of post-production technicians. Nowadays, everyone is looking to take advantage of this crisis. People are accessing power in bargaining client quotations on the basis of client quotations and counter quotations by freelancers. This frightening situation is being side-lined. Film industry comprises of not only on shooting crew but also post production units. 

To begin with, the government should have granted unlocking in a series of steps. The government should have allowed filming that were partly done and required only two to five days of shooting left, regularisation in sanitisation of post-production studios, continuation of post-production activities, permitting only fiction based TV serials, providing police control in productions that required the most stringent rules, featuring advertisements that focussed more on prevention from contracting Covid2019, in addition to providing relief to small advertising shoots whose budget fall below Rs three lakh. These steps would lead our country to proudly stand tall if we implement them logically yet moving towards stabilising the film industry. 

Latest Reads
Saregama IP boosts profits despite revenue fall in first quarter

BENGALURU: India music label and movie studio Saregama India Ltd (Saregama) reported 100 times growth in consolidated profit after tax (PAT) at Rs 22.01 crore for the quarter ended 30 June 2020 (Q1 2021, quarter or period under review) as compared to the Rs 0.22 crore for the corresponding year ago...

Movies Hindi
Quash Maharashtra govt’s age limit on sets: IMPPA to Bombay high court

MUMBAI: The Maharashtra government allowed shootings to resume but barred people above the age of 65 from participating, deprived them of a livelihood and because of which they are facing starvation, said the Indian Motion Pictures Producers' Association (IMPPA) in its petition, urging the Bombay...

Movies Hindi
Theatres seek govt aid for re-opening; film producers observe global footfall trends

Social distancing might continue to be the norm even when lockdowns are lifted completely. Theatre owners around the country are in planning mode to resume business as soon as the government gives permission.

Movies Hindi
Multiplex Association of India expresses displeasure over decision to keep cinemas, multiplexes shut in Unlock 2.0

MUMBAI: On 1 June the government of India entered into unlocking by phases. As per Unlock 2.0 guidelines, offices, high streets, markets and shopping malls, airlines are opened but there is no relief for multiplexes. It continues to be included in the prohibited activities list. Today, Multiplex...

Movies Hindi
Lionsgate Play Premiers 47 Meters Down:Uncaged in English, Hindi, Tamil and Telegu

47 Meters Down: Uncaged is a 2019 American-British survival horror film directed by Johannes Roberts and written by Roberts and Ernest Riera and a sequel to the 2017 hit 47 Meters Down. The plot follows a group of teenage girls who scuba dive to a ruined underwater city, quickly learn they have...

Movies Hindi
Series Mania announces official dates for 2021 and launches three new initiatives

MUMBAI: Series Mania founder and general director Laurence Herszberg today announced the confirmed dates for Series Mania’s 2021 edition.  Set to take place in Lille, France and the Hauts-de-France region, the Series Mania Festival is set for 19 to 27 March and the Series Mania Forum, to be held in...

Movies International
Golden Globes postponed to 28 February 2021

MUMBAI: Due to the Covid2019 pandemic, the 2021 Golden Globes will now take place on 28 February instead of its usual slot. This happens about eight weeks before the 93th Academy Awards. The Hollywood Foreign Press Association said this in a statement. Last week, the Academy of Motion Picture Arts...

Movies Hollywood
UFO Moviez reports ad rev of Rs 302 mn in Q4-FY20

MUMBAI: UFO Moviez, an in-cinema advertising platform, announced its financial results for the quarter and year ended 31 March 2020. Financial Highlights: Quarter ended 31 March 2020  Consolidated revenue stood at Rs 1,094 (Q4FY19 – Rs 1,939) million.  EBITDA stood at Rs 275 (Q4FY19 – Rs 656)...

Movies Hindi
I&B minister Prakash Javadekar inaugurates Virtual India Pavilion at Cannes Film Market 2020

Minister of information and broadcasting, Prakash Javadekar inaugurated the India Pavilion at the Cannes Film Market 2020 virtually. The pavilion showcases Indian cinema across linguistic, cultural and regional spheres and aims at forging an increasing number of international partnerships in...

Movies International

Sign up for our Newsletter

subscribe for latest stories

* indicates required