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Ekta Kapoor on recent box office rejects

Film and television producer is a powerful force not to be reckoned with. However with some of her big productions not doing so well, the producer doesn’t feel she is at the top of the game anymore.

“Last year was really bad for us in films so I am no longer one of the aforementioned players in the business,” Mumbai Mirror reports Kapoor stating.

She went on to add, “I have no qualms about admitting it. It was a conscious decision. I am not equipped to weather big losses because I don’t sell my films to multi-national companies. I seem like a quasi-studio, but in reality, I am actually a production house that made money on television. I don’t have international backing. A flop affects me more and I don’t have the sustaining power to wait for four-five years to cover my losses. I can’t write off my losses even for a year.”

Talking about concentrating more on television than film, Kapoor expressed, “I haven’t backed out of the film race fully because I personally think that all the three media — television, film and digital – will co-exist, but the movie industry has become binary. It’s not as if films are not being consumed. But sometimes, a film can hit rock-bottom while in other cases business can go through the roof. Since content is being consumed across various platforms now, you have to be smarter in your pre-sales; keep less dependency on theatrical. One has to find a method in the madness.”

However, she isn’t leaving films completely. Her next production will be ‘Half Girlfriend’ starring Arjun Kapoor and Shraddha Kapoor. Talking about her expectations about it, Kapoor explained, “Well, I am excited about the film. It’s young and fresh. I will do everything in my power to promote it but beyond that I am not thinking about the results. Success is such a periodic thing. I have incubated myself from success but I will never give up my efforts to take my company to the top. The outcome is not in my hands though.”

Directed by Mohit Suri, ‘Half Girlfriend’ is set to hit the big screens on 19th May.