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February 1938
FILM INDIA
the man at the other end, as he can exploit the picture conveniently. If the Indian distributor wants to gain something substantially out of overseas exploitation without sale — he must be prepared to detain his films on the other side for a long time. As he has no representative of his own he is unwilling to entrust this to strangers. Granted, one has got a reliable party to do his job, he cannot detain films particularly in Africa for more than two years during the course of which time only the most influential party can show a picture in all the centres in Africa.
In spite of all the handicaps prevalent, trade depression, unemployment etc., it is gratifying to note that our films are still in great demand in the above-mentioned countries, as the Indian population is always eager to see them. Exploitation fields of Indian films in the above-said places, need no exploration or simulation. Entertainment in almost all countries has now become an unavoidable luxury and it is so for our Indian brethren too in the places under review, inspite of serious handicaps. What we now reauire is an unanimous attempt to eliminate the difficulties in the way of our exploitation by taking up the matter with the Government. We may thereafter concentrate on standardisation of exploitation. In this attempt at standardisation, we are not likely to be benefitted immediately but in the long run we shall be. It is sufficient for our purpose that an order of importance can reasonably be established amongst ourselves.
We have already realised the evil effects of malpractice such as offering competitive prices and thus destroying our mutual business. By a wise step even at the present moment, the future may
SITARA
be in a position to generalise a sufficiency of well-being in this respect. It is such a style of cooperation amongst themselves and understanding that has enabled the foreign distributors (of course I
am not denying the help they got from the Government) to maintain a successful chain of their exploitation throughout the world.
We shall be justified in a solid move to influence the Governments concerned to adopt such measures as will contribute to developing Indian film distribution in other countries.
Product, consumption and demand are not private matters. As long as the world is full of people no one can barter his products at will. If he does so, the results are detrimental. What I venture to suggest is that our overseas business should have a common protective institution — a medium which should advise the members upon all embarrassing situations and influence the Government to remove the obstacles in the progress of the industry. If this agreement is reached we shall have achieved one of our objectives to standardise this business to the advantage of not only the tradesmen here, but also those overseasand thus jointly shape the destiny of the trade. Without such an institution we have not the opportunity to examine every possible side — nor can one alone do much :o accelerate, modify or adjust things to advantage. Associated on the other hand, with his colleagues, in a body (and pooling the resources with M.P.S.I.), each of us will be in a position to contribute his best to direct this important part of our business to better and lasting advantage.
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