TAKING MALAYSIAN FILMS TO THE INTERNATIONAL STAGE

Kamarul Irwan Alias

KOTA KINABALU (Malaysia), 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 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 (US$12.3 million) and the figure is
anticipated to reach RM50 million (US$14.2 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.

-- BERNAMA