Hyderabad
9 November, 2011

Srdhar Reddy who has worked in a few reputed software companies has started a Telugu music company called Madhura Music, started a film weekly called ‘CineStar’ and then made his way as a director with Sneha Geetam film. His second Telugu feature film ‘Its My Love Story’ made with new faces is ready for the release on 11-11-11. Here is our exclusive chitchat -

Tell us about How Its My Love Story film happened?
Nobody came forward to offer me a project after the release of Sneha Geetam. I have decided to make a script and do production planning so that I could produce it on my own. That is when I got a call from an NRI Dr. MVK Reddy who was impressed with Sneha Geetam movie. He wanted me to direct a family story for him. I told him that the success percentage in film industry is 10 - 15%. If he wants to stay he should make 3 to four films instead of deciding to produce a film to test the waters. It takes around 3 years to break-even in most of the industries. He has accepted to produce 3 continuous films with me and we have signed a 3-movie deal. Once he gave a go-ahead, he never visited the sets. He was here during the music launch and saw the rushes. He is satisfied with it and asked me to go ahead with the release. He is not coming to India for release.

What is IMLS story all about?
It is like any other love story with a corporate backdrop. The boy is from Warangal and the girl is from Vizag. I have added contemporary elements to make it look natural. This story speaks about the clarity between a couple who clearly knows the difference between love and friendship. We have ran a star hunt through Radio Mirchi and Gemini and selected Arvind Krishna and Nikita Narayan.

what is the budget of the movie?
This movie is shot in a reasonable budget of 2 and half crores. It will cost 2.9 crores if you include print and publicity costs. I have done a lot of planning for production so that I could reduce costs. The actors to whom I have paid the biggest are Jayasudha (15 lacs) and Sharat Babu (7 lacs). I have given minimal remuneration for all the other actors. We have used Red digital camera and saved around 35 lacs in cinematography department. We have used Mystica equipment to do DI (color grading) in Annapurna. Generally there is a misconception about digital cameras. If you watch IMLS, you don’t see any difference between general camera and digital camera. Music director Sunil Kashyap gave wonderful music in a budget of 12 lacs. He is from a classical music background and he has also done very good re-recording. Lyrics in the songs are simple and easy to hum.

You seem to have done production designing and marketing along with the direction?
Yes. In my opinion, the director should offer an end-to-end solution to the producer. I have performed all the tasks that are required for 360 degrees of filmmaking.

How many prints the film is releasing with?
If we include physical prints, QUBE digital prints and UFO digital prints, the total number goes to around 85. This is a big release for a film made with a budget under 3 crores. Our production partner Multi-dimension has got good grip in distribution and because of them we are having a huge release.

How did you get hold to Chetan Bhagat for your proposed premiere?
Chetan Bhagar loved a poster of IMLS and tweeted it. I came to know about it and send a mail to his people after going through his website. I have got an immediate response. The sentiment of me also being an alumnus of IIT helped me in striking the right chord. We will also have the official Hyderabad book release of his latest novel revolutions 2020.

You are releasing IMLS on Dil Raju’s Oh My Friend. Any reason?
It’s just a co-incidence. This is the right time to release my film. I heard that Oh My Friend movie is good. And I hope both these films will be appreciated by the movie lovers.

What is your next project?
I have a few stories ready with me. I will come to know about the budget of my next project depending on the box office result of IMLS. Based on the budget, I will select the script for my next project.

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