Tollywood is certainly a big source of business. Though the producers invest cash to make movies, it is the artists and technicians who bring in the profits. In some instances, their remuneration marks the 1crore mark, so their managers profit from the commission they acquire as their fee.
Hero Rana Daggubati now has an eye on those profits and newly announced his business project — a talent management company KWAN — where he is the South head. Approaching from a prominent filmi family, with good contacts nationwide too, the actor is self-assured that he can rope in numerous actors and replace managers totally.
Personal managers of best Tollywood heros and heroines take care of their movie projects, dates and even their payments. Moreover, most heroines who want to arrive in Tollywood hire a manager to get movie projects. Heroines like Anushka Shetty, Rakul Preet Singh, Nayantara, Tamannaah, Nithya Menen, Samantha, Raashi Khanna, Meher and several others are seen after by their personal managers. The similar thing applies to utmost Tollywood actors. Occasionally, a single manager takes care of 4 to 5 artists.
Normally, the manager acquires a 20 to 30 percent commission from the artist’s remuneration. Yet the artists sign an agreement with the filmmakers, they work on common understanding and go by their manager’s word. However, the producer or director needs to adjust some dates for the shoot; they generally speak to the managers.
Currently, Rana is out to alter the complete system. He wishes to make the whole thing professional. As an alternative of managers, Rana’s company wants to handle artists’ projects, dates and their companies.
He is self-assured that he will be capable to bring together artists not only from Tollywood but also from other South Indian film industries. After the actor’s declaration, there has been a lot of conversation in Tollywood as to how many artists will go with Rana and how many will twig to their personal managers.
“The Mumbai movie industry itself is in a provisional phase, with actors, technicians and stockholders vigorously seeking new markets and content through the globe. Joining with KWAN is mainly to tap these chances for the Southern film industry,” says Rana about the project. He says that he has individually witnessed this when he had met Hindi director Karan Johar for the big release of Baahubali.
“Baahubali made the first transition an accomplishment and now a similar model is being toiled on Ghazi. Our work experience with Dharma Productions and studios like Eros, Disney, and Viacom has set the shift from traditional studio model tactic to the professional Hollywood style of movie management in the South,” he speaks.
But when communicated, though not wanting to come on record, local managers say they aren’t worried by the new project. “It won’t work here as artists need some personal care rather than just a trained environment. Occasionally schedules change, alterations of dates has to be done — all this occurs on a personal basis. Tollywood depends more on a good relationships,” says a senior manager.
Not only Rana, director Puri Jagannadh also has joined his hands with heroine Charmme to promote young talent. They concentrate primarily on actresses from Mumbai, who they want to present to the South. Some actresses have already got ventures, with Puri himself offering a chance to them in his movies. Aditi Arya, the female lead in his Ism was brought in through Puri Connects — their venture.
Viren, head of Rana’s establishment, says that talent management is not just about endorsing actors. He speaks, “We are handling about 200 technicians — writers, directors, etc. — from the South, along with artists. We make projects and are taking Telugu cinema to global markets, which a personal manager can’t do.”
The major question is, though, is if Rana can change the working of the industry and makes it a more proficient one? Rana says, “Naga Chaitanya’s movie with my business is the first step in this direction. This lets actors and studios to discover new content and newer sorts. KWAN will create more prospects for filmmakers in the South and will also allow actors from the South to discover new genres going forward. Largely, it creates a bigger ecosystem for the industry to enlarge globally.”
Actor Raja Ravindra, who manages heros like Sunil, Aadi Pinisetty, Manchu Vishnu, Raj Tarun, Nikhil and Jayasudha says, “It is good if everything is proficient, but it’s not that simple. Rana is well-known and has got good contacts, so a few might team up with him. But it’s not that easy to handle stars. Future actors and actresses who want projects might join him instantly.”
He says that he is not concerned that the actors he works with will move away. “Main actors want care by the minute and need somebody solely devoted to them. So, I don’t think recognized actors will turn to this new way instantly,” he says.