Veteran filmmaker Shekhar Kapur, recently appointed as festival director of the International Film Festival of India (IFFI), has unveiled plans to expand the 55-year-old Goa-based event’s scope. Plans include the launch of a Waves, a technology-focused companion to the main festival.
Kapur was appointed on July 24 as festival director for IFFI’s 55th and 56th editions. Kapur aims to position IFFI as a global hub for both traditional cinema and cutting-edge content technology. “We’re looking to create a festival that celebrates artistic excellence while embracing the future of content creation,” Kapur told PvNew.
A major addition to this year’s IFFI will be Waves, described by Kapur as “a confluence of content and technology.” While associated with IFFI and also under the purview of India’s Ministry of Information and Broadcasting, Waves will be a separate event running concurrently.
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“We believe that India will be driving content – it’s the biggest content nation in the world,” Kapur explained. “And because it’s the biggest content nation in the world, the technology of content is going to be very important in India.”
Waves aims to showcase new technologies and encourage investment in India’s tech sector. “What we’re actually doing is inviting people here saying, ‘You know what you’re using in the market, but you should use it here,'” Kapur said. “We’re saying to people, ‘Park IP in India, create IP in India.'”
Kapur emphasized the event’s potential significance, stating that India is the world’s second-largest content consumer after China. “It’s going to be a very sexy festival,” Kapur enthused. “It’s going to be one of the prime festivals.”
On the traditional cinema side of IFFI, Kapur stressed the importance of maintaining artistic excellence. “The art form of storytelling will always be the spearhead,” he said. “It represents the striving for excellence. The awards will go to those that strive for artistic excellence.”
Kapur also highlighted IFFI’s recently instituted OTT (streaming) awards, recognizing the platform’s contribution to discovering new talent. “We cannot ignore OTT,” he said. “It has contributed to an immense creative talent – writers, directors, actors. The discovery of new talent has all been done by OTT.”
Addressing concerns about AI’s impact on the entertainment industry, Kapur acknowledged the need for balance. “AI is too all-encompassing a technology to ignore,” he said. “We have to find a way to come to terms with the question of IP. We need to find ways where it’s not a contradiction, but a collaboration.”
Kapur warned about the potential consequences of conflict between AI and traditional industry roles. “What we can’t afford is a conflict because if there’s a conflict, AI will win. Because it’s too sexy a technology, everybody’s already using it.”
To illustrate AI’s potential, Kapur shared an anecdote about his cook using ChatGPT to write a treatment for a sequel to his 1987 smash hit “Mr. India 2.” “It was just as good as the other people,” Kapur said, adding that his cook, Nilesh, has since become interested in various AI-generated art forms.
IFFI also encompasses Film Bazaar, South Asia’s largest content market. The 55th edition of IFFI takes place Nov. 20-28. PvNew understands that Indian Prime Minister Narendra Modi could inaugurate it.
