TAKING MALAYSIA FILM TO THE INTERNATIONAL STAGE

By Kamarul Irwan Alias

KOTA KINABALU, Aug 24(Bernama) -- The Thai action flick "Ong Bak" mesmerized audience not only in Thailand but also all over the world.

The film that won an award under the action thriller category at the Asian Film Festival in Deauville, France, was also nominated for the Best Film at the Catalonia International Film Festival in Spain.

The film's wide impact has provided international recognition to its actor Tony Jaa, and his country Thailand as well.

Ong Bak is no philosophical or social commentary piece but it still won the hearts of the viewers through a simple plot and the martial art unique to Thailand known as Muay Thai.

Thus Tony's subsequent films like the Tom Yum Goong and the latest the sequel, Ong Bak 2, attracted a big following.

As a neighbouring nation, Malaysia too is proud of Ong Bak's achievement and also the success of another Thai production "Shutter" that has seen raving reviews up to Brazil.

Maybe our neighbour's success had provided an impetus to the national film industry as reflected by the theme of the 22nd Malaysian Film Festival (FFM22) held recently - "Malaysian Films to the International Stage".

CYNICISM

But wait! How can Malaysian films reach the international stage when most don't even captivate local audience to watch? Is the theme of the film festival organised by Finas with the cooperation of Confederation of Malaysian Film Producers' Association (Gafim), Association of Malaysian Film Producers (PFM) and the Sabah state government far fetched.

Maybe the jury's verdict on the 26 fiction films presented at the FFM22 can shed some light on the film industry in Malaysia.

The jury headed by Tan Sri Kamarul Ariffin Mohamed Yassin was of the opinion that the films reviewed on the whole reflected improvements in acting and technicalities but were unsatisfactory when looking at the storyline and original ideas.

Moreover, the storyline and the comedy sketches are not universal in their presentation and this makes it difficult for the international audience to understand.

The jury also came across several films with negative portrayal. They run down the national institutions, and they combine religion and heretical elements that confuse the audience.

Now the question is, what does it take for the films to capture international audience?

1 FILM 1 STAR

According to Lorna Tee the Managing Director of Irresistible Films, a production company based in Hong Kong, what the Malaysian film industry needs now is a phenomenal film like Ong Bak.

"Of course we have had several good films like the ones produced by the late Yasmin Ahmad, which won awards at the international stage, but the films were not phenomenal enough," she said during the Film Festival Symposium at Universiti Malaysia Sabah recently.

Lorna, a Malaysian, who has produced films like "The Beautiful Washing Machine", "Rain Dogs" and "Before We Fall In Love Again" noted that the industry needs a shot in the arm and therefore would also benefit from a great star like Tony.

Thus the emergence of an actor or actress well known in the international stage will help in boosting the local film industry.

She observed that South Korea is a good example of this where it has successfully marketed its films internationally through handsome actors like Bae Yong-Joon and Won Bin.

"We have many handsome actors and pretty actresses, but they are only known within the country," said the graduate of University of Surrey, England.

Thus Lorna suggested that the local artistes should be better managed and promoted to help them break into the international market.

The companies managing the artistes should not only liaise with the local industry players but should also work with the international producers to promote local actors.

FILMS AS BUSINESS

The films other than being an art form are also a big business opportunity.

According to statistics from Finas, the gross collection from local films last year amounted RM43.24 million and the figure is anticipated to reach RM50 million by the end of the year.

The increase is due to the rise in the audience number last year to 5.29 million compared with 3.68 million in 2007. There was also a rise in the number of theaters during the same period to 91 (with 453 screens) from the 76 theaters (with 353 screens).

Based on the statistics the domestic market holds good potential for the film industry to rake in money but the international market, especially the Asian continent, is where more money can be made and the one that provides greater visibility of the industry.

However, penetrating the international market is not going to be easy as past experience has shown how difficult it is even to get into the Indonesian market, a nation that shares many similarities with Malaysia.

Therefore Lorna noted that it is imperative film makers change their mindset and start learning on the international market too.

They should see who are their target audience, the realities of the international film market, work force and the available talents before deciding on the story, language, budget, actors and the marketing strategy for their films.

INCENTIVE

Lorna also outlined several incentives that the government could provide to boost in enhancing the film quality and promotions including tax rebates on corporate companies that invest in film making, and government-to-government agreement that allows tax rebate on films for international screening.

"However, if the industry becomes too dependent on the government's aid then it won't be able to stand on its own feet," she added.

Finas's Director General Mohd Mahyidin Mustakim stated that the government has extended a number of assistance for film makers among others loans for fiction films; film industry and multimedia development fund; compulsory screening directive; refunding local film entertainment duty and documentary film fund.

Also, promotion and marketing assistance through the Malaysian External Trade Development Corporation (Matrade) is available that covers 50 percent of the marketing cost at the international level, and the air ticket and accommodation cost.

"Though all these were available since the last three years, none have made use of this opportunity," he said.

PAPADOM

Meanwhile "Papadom", the film directed by Afdlin Shauki was chosen as the Best Film during FFM22 that closed its curtains on Aug 8.

The film about an overbearing loving father and his daughter also earned Afdlin and Liyana Jasmay the Best Actor and Best Actress award respectively.

Though the film will only hit the screens on Oct 8, the writer was given the opportunity to watch the film at the festival.

The film has a simple storyline backed by the typical funny antics of Afdlin, but this time it is more of verbal than action.

Though there is room for improvement, the film will appeal for the local cinema goers but whether it can make it to the international stage remains to be seen.

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