From ‘Sose Thanda Sowbhaagya’ (1977) to '12th Fail', Sri Raghavendra Chitravani did publicity for over 3,500 films from across industries.
Late DV Sudhindhra, founder PRO of Raghavendra Chitravani with Kannada producer late Ramu and actor Malashree. (Supplied)
Filmmakers, technicians, and actors alone are not enough to make a film become a blockbuster in present circumstances. It requires the most vital aspect — publicity.
Along with good content and other vital aspects of filmmaking, publicity helps make or break a film. Hence, most film production companies, particularly big banners, are spending a lion’s share of their investment on good publicity of late.
How well and effectively a filmmaker can reach the audience depends on how much money one is ready to spend.
Gone are the days when only “word of mouth” and traditional methods of publicity like advertisements, posters, cut-outs in front of cinema halls, banners, and hand-outs would help reach the audience.
While several dedicated publicity houses run like corporate houses to manage everything relating to film publicity, the role of film PROs became crucial for several decades in bridging the communication gap between filmmakers and film journalists.
One such PRO firm, Sri Raghavendra Chitravani, has been in existence since 1976, catering to Sandalwood and other Indian film industries.
Let’s trace the journey of one of its kind and the longest-running film PROs in the country.
PROs Venkatesh, Vasu, and Sunil of Raghavendra Chitravani. (Supplied)
It was the late DV Sudhindra who started Sri Raghavendra Chitravani in 1976 through Kannada’s first-ever cinemascope film Sose Thanda Sowbhaagya (1977). The movie featured Dr Vishnuvardhan, Rajesh, Manjula, and Ashwath in the lead.
“My uncle Sudhindra was a cinephile who used to write about Kannada films while doing odd jobs to make a living. Along with a handful of cine lovers, he formed a small group and would periodically organise debates and even facilitate deserving Kannada films and filmmakers,” reveals Venkatesh, who has successfully continued the legacy of the cinema PRO house after his uncle passed away in 2006.
Even as the firm continues to serve the film industry, no PRO house has a history of 48 years like Sri Raghavendra Chitravani.
Sri Raghavendra Chitravani did publicity for over 3,500 films from across industries, majorly in Kannada, over the past four decades. It excludes those that never took off and never saw the light of the day.
Sri Raghavendra Chitravani team with legendary Kannada actor Anant Naag and his actor wife Gayathri. (Supplied)
Before Sudhindra started as the first PRO in the Kannada film industry with Sose Thanda Sowbhaagya, there was no concept of film publicist. Then, how the news and developments in the industry were reported in the media?
“Back then, the journalists would often visit the production houses and get the photos printed along with the news. They had to do it individually, and the process was lengthy. Getting the photograph developed and using it to the specific measurements and requirements for news publication was another big task,” explains Venkatesh.
Once Sudhindra started collecting news, getting the photos developed and printed, and distributing the same with as many publications as possible within the deadline, things became easier for journalists.
It further expanded to arranging press meets, visits to film shooting locations, interviews, and other events.
Sunil, the son of Sudhindra, works along with his uncle Venkatesh and continues the legacy of Raghavendra Chitravani.
Sunil recalls that his father was a good writer, too, and taught them basic communication skills like how a PRO should conduct and engage with filmmakers and journalists.
PRO Venkatesh of Raghavendra Chitravani with ‘Kantara’ actor-director Rishab Shetty. (Supplied)
When Sudhindra passed away, his nephew Venkatesh, his brother Vasu, and Sudhindra’s son Sunil continued the legacy.
“When my uncle passed away, many felt that Raghavendra Chitravani would no longer survive. However, we all took up the challenge and continued the good work,” Venkatesh quips.
From Mungaru Male (2006), with which he started his independent journey, to the recent Kannada versions of Shah Rukh Khan’s Jawan (2023) and 12th Fail (2023) and many more were from the house of Raghavendra Chitravani.
Raghavendra Chitravani with Real Star Upendra. (Supplied)
When the cinema PR house reached the milestone of 25 years in service, Sudhindra started the annual award event—Raghavendra Chitravani Award, to honour filmmakers and journalists.
“As far as I know, ours is the only film promotion organisation that has been in existence for over 48 years and continues to serve the film industry by acting as a bridge between filmmakers and journalists. Barring two years due to the pandemic, we have successfully held the award event for 23 years,” says Sunil.
The annual awards are given away in the name of several noted filmmakers and artistes, including Kannada thespian Dr Rajkumar, Dr Jayamala, R Sheshadri, and MS Pattabhiraman.
This year, the award ceremony will be held on 27 January.
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