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FILMINDI A
September 1940
Sohrab Mody, if he calls himself an artist — and he does so unblushingly so often — should by now realize that quality has a different value of its own often separated from the monetary returns of a picture.
What Sohrab Mody should advertise is that "Bharosa" is a better picture than "Pukar" and the best Minerva ever produced. And that will be telling the truth.
If Sohrab Mody of all people can not appreciate his own picture in the right way, how does he expect others to do so?
STOP AND THINK, CHIMANLAL.'
When Chimanlal Trivedi — one time story-writer of Sagar floated the Circo Productions, we had hopes of a new well-organized producing company springing up.
Those hopes were further continued when in association with New Theatres, Circo produced a few pictures and took the Film Journalists' Award for 'Adhikar."
Then Chimanlal Trivedi shifted his activities to Bombay and with this change the tale of woe seemed to begin.
His dreams of producing quality suddenly seemed to have disappeared. The producer of "Adhikar" fell a victim to the quantity urge. He probably wanted to beat the market with numbers, thinking that the demand being far greater than the supply, any product — good or bad — would be accepted with open hands.
Circo Productions set out on a competitive scale and took away artistes from other studios, collected an awful crowd of writers and directors and like a bitch in constant heat yielded productions one after another.
"Laxmi" "Sohag" and "Anuradha" came to the screen with a big publicity bang but failed to maintain
the standard set up by 'Adhikar." More pictures like "Geeta," "Deepak" etc. are threatened. It is too early to say what way they will take. We only hope, they don't go the way of others.
Cheap rumours of stars joining Circo and big directors signing up with Circo endorsed and advertised by the studio in a cheap way were set afloat to sustain the prestige of Circo.
That is not the way production business is done. Let Chimanlal Trivedi produce a really good picture and every one will welcome it with open arms.
We hardly expected an educated man like Chimanlal Trivedi to indulge in such cheap advertising stunts which leave a bad taste in the mouth and a suspicion in the mind.
It is still not too late to stop and think. And Chimanlal should do so if Circo is ever to regain its "Adhikar" standard.
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