The YouTube initiation has helped these rookies learn, make and market their work at a very low cost. They also save time - the many years of exasperated hanging around to get noticed by directors and producers. And it may take only three or four days to make such films. But most importantly for the industry, these directors have been able to make a new kind of cinema, largely unknown to the industry because producers didn't have the conviction to back such ideas.
What's helping these young directors is that equipment (digital camera) is getting cheaper by the day. Reaching out via a platform such as YouTube costs virtually nothing, and a big cast isn't mandatory.
"If YouTube weren't there, the world would have not known that Vijay Sethupathi even existed. It was the platform that brought me into limelight." G Dhananjayan, who heads business in south India for Disney UTV, says producers are willing to look at short-film makers using YouTube as an entry point, and these directors have proven they can make good and interesting films.
Sasikanth Sivaji, who produced 'Kadhalil Sodhappuvadhu Yeppadi', says short films posted on You-Tube are like a visiting card for a foray into the industry. "Today, lots of producers are not qualified to read scripts. In these cases, You-Tube comes as a saviour." Further, he says, those gaining prominence this way know how to manage budgets well because they are aware of the value of the money invested.
- From an Economic Times article.