Firefly producer Niveditha Shivarajkumar on Kannada cinema’s dull phase: We will come out of it, but we have to…
Niveditha Shivarajkumar is releasing her debut feature production at a time when audiences are rarely going to theatres. She is optimistic, though, that good content will reach its audience
Niveditha Shivarajkumar has produced Vamshi's debut directorial Firefly
Last Updated: 10.57 PM, Apr 19, 2025
These days, when a new-age, experimental movie with decent content that received positive word-of-mouth publicity, fails to get traction despite this, the narrative on social media is that audiences remained unaware of said film(s), owing to inadequate marketing, and the lack of star power, either on the cast, or in the crew. Content alone, is not the driving force, or so reckon netizens.
Niveditha Shivarajkumar: A good production house and marketing budget will help to a certain degree only
Niveditha Shivarajkumar, who is presenting her debut feature film production in theatres on April 24, 2025, believes that the appeal of good content alone has not entirely diminished. “If a movie is nice and has to reach a certain audience, it will, in whatever medium. It could be through theatres, OTT or through TV. At some point of time, it will reach its audience. But that doesn’t mean that you can keep films from releasing in theatres. Maybe having a good production house and good marketing budget, will help to a certain degree, but if the movie is not nice it won’t do well,” said Niveditha in conversation with Kannada Filmy Club.
The first-time producer adds that despite the legacy background that she comes from and the blessings of her father, Century Star Shivarajkumar, who is presenting the film and has even done a cameo in it, she still needs to work on getting her content across to audiences and convincing them to come to theatres. She and director Vamshi are clear that just because Shivarajkumar is backing the film, people may not immediately come to theatres.
“Let’s be real; we do not go for every film that releases. In the last few months, some 80-90 Kannada films released. How many have we watched? We’ve barely watched a few; I watched maybe 3-4. We must convince people to come to theatres and we must be consistent with the content we put out. It’s a phase (people not coming to theatres) and we will come out of it, but we have to keep churning out good films,” added Niveditha.