The cinema industry is one that has existed for many years and through the industry, the vision, creativity and imagination of many filmmakers and creators have been brought to life.
Over the years, the industry has created a safe space for society to experience emotion through what is projected to an audience through a film. Films have not only entertained and continue to do so, but also assist society to experience emotions openly.
The industry and the films act as a base for open learning, understanding and discussion of cultures and practices of different societies. Even the topics that would be considered taboo or inappropriate are necessary to be openly discussed.
However, today’s rapid technological advancement, increase in the speed of the average person’s lifestyle and the overall alteration of most people’s thought processes and opinions on technology and films coupled with major issues, such as the Covid-19 pandemic have given rise to certain issues.
Less enthusiasm on films
One main issue that is common to the film industries of many countries, including Sri Lanka is the decrease in the number of the people that would choose to watch a film. The Sri Lankan film industry, although filled with unrecognised talent, is underrated and overlooked also due to comparative inability to easily access Sri Lankan films.
However, the skilled director, Thusitha de Silva chose to challenge this unfortunate fate of Sri Lankan cinema by innovating and bringing to life the, “Cinema Ceylon” concept. Cinema Ceylon is a subscription-based video on demand platform. In other words, it is a digital platform that enables a person living in any country to view and enjoy Sri Lankan movies, parallel to their dates of release.
De Silva told the Sunday Observer that, “The main issue the Sri Lankan cinema faces is the decline of the audience. Due to changes that have happened for a time within the education system and the culture in our country, the opinion that art and culture are not important parts of society is widespread. The fact that our audience lives busy lives and do not get the opportunity to visit movie theatres, has created a negative impact on the Sri Lankan film industry.”
He said that the Cinema Ceylon platform was created as Sri Lankan platforms must also develop parallel to the other foreign platforms. The team behind the origin of this platform aims at collecting a higher amount of revenue for the production of Sri Lankan films to encourage the industry.
Sri Lankans living abroad
De Silva said that the target audience of the platform is the Sri Lankans living abroad who are interested in Sri Lankan films but are unable to access Sri Lankan films and are unable to watch them parallel to their release on a credible platform. Although it is a subscription-based platform which requires the users to pay for the access to films, the amount that has to be paid by viewers is relatively less but with a higher number of viewers, the platform would allow the Sri Lankan producers to earn a revenue that would help and encourage their production which would uplift Sri Lanka’s film industry.
“We also hope to introduce a new platform that targets the younger generation of innovative and talented artistes. The youth have great ideas that will carry our film industry far and will develop it. Especially during the Covid-19 pandemic which has halted the production of many movies, we need to make use of the incredible potential of the country’s youth to help the local film industry.”
When asked about what prompted him to spearhead the project, de Silva said, “The reason for us to begin the project was the situation of Sri Lankan cinema. It seems as if though people have given up watching Sri Lankan cinema. Through research that we did, we realised that the majority of people is not willing to watch films, especially the locally produced films. We want to try to improve this and increase the overall theatre experience of the Sri Lankan population.”
As the demand for the “theatre experience” declines globally, cinema industries that are not promoted or do not make an attempt to continue developing along with the rapidly changing and developing technology, societies are more likely to fall behind. Regarding this pressing issue, the director said, “We need to save Sri Lankan cinema.”
Challenges
De Silva said that the launching and carrying out a project, such as Cinema Ceylon has always been a dream of his. He said, “We faced a lot of challenges when launching the project because we were new to this and the concept itself is new to the country. We had to configure our way through certain things. However, the team we have at our company, Cinema Ceylon World Service (Pvt) Ltd is a capable and good team. I believe that we will face the challenges we experience in the future together as a team.”
“I spoke to the leading film makers and prominent figures in the field. The thing that encouraged me the most is the fact that almost all of these leading figures were impressed and enthusiastic about our idea for Cinema Ceylon and were supportive. This really encouraged me to take the project as far as I could,” he said.
Behind every successful project is a team that works tirelessly. He said, “Our team including our editors, especially our digital marketing consultant who encouraged me greatly and played a great role in bringing this project to life. Without them, I would not have been able to achieve this. Our foreign promoters supported us by promoting the concept in their countries. Although I introduced the concept, I would not have been able to achieve it if the team did not contribute greatly. Our project was launched on January 29. Since then, we have had a great response from Sri Lankan cinema.”
The Director said that he pursued the project, purely out of his love for the Sri Lankan cinematic field which he has been involved in for about 40 years, while reminiscing over his days as a young student in university.
“Cinema is a cultural tool,” he said, adding that, “It is of paramount importance that we dedicate energy and time to help and develop the local cinematic industry to carry Sri Lanka’s unique culture out to the world.
New projects
Responding to the question as to how the Cinema Ceylon platform will contribute to exposing the Sri Lankan cinema to the rest of the world, de Silva said that the movies that are available through the platform include English subtitles. He hopes to include subtitles of different languages to appeal to the global community. “We are looking forward to the new projects we have planned. We have gotten a promising proposal for a German-Sri Lankan joint production. We hope to see it through in the near future,” he said.
Another way in which Cinema Ceylon hopes to shine the light on the beauty of Sri Lanka to the rest of the world, is by introducing a documentary section on their platform with a focus on the country’s incredible natural allure.
De Silva said, “One of the main changes we should make is the themes used. Sri Lankan films are based on conventional themes although we as a country have so much that we can share through film. Not only do we have a rich history and incredible stories to tell, but we are a multi-ethnic country so our overall culture is enriched by all ethnic groups. Cinema Ceylon, as a Sri Lankan platform, will also promote films of all ethnic groups and societies of our country as Sri Lanka includes all of us.”
He said, “It is important that we spread the message about the new Cinema Ceylon platform. Through subscribing to and helping the growth of this project, we can reach the true great potential of Sri Lankan Cinema together.”