In Tollywood film industry Arijit Dutta alias Dadul Da is one of the renowned personalities whose name and fame have become a matter of wonder and reverance. The present managing director of Priya Entertainment Private Limited has been emerged as the vanguard popularizing the concept of DTS Dolby Digital Theatre. Priya Cinema is the one and only theatre hall in the Eastern India which has been equipped with Xenon Christie Projector, push back seats or recliner , and QUBE Digital Production System. Arijit Dutta, apart from his successful investment in cinema has also entered into the business of eco tourism and focusing chiefly on Tea Tourism. The tourism package includes horse riding, para gliding, tenting and trekking and jungle safari too.
While ruminating on his ancestral business , Dutta has clarified the fact that prima facie Film Distribution, Production, and Exhibition was his family's sole enterprise. “ But my parents Ashim Dutta and Purnima Dutta preferred that I must stay away from this realm. That's why they sent me to Darjeeling where in St Paul's my schooling began. Later, after obtaining bachelor's degree with History and Economics from the Jadavpur University, I have done my masters in business administration. During the year 1986 after the demise of my father, the fortune of the family came to a halt while confronting with crises. On that moment of acute instability my mother came forward to steer the boat with her iron hand. After the completion of my study ,I started my career in Genelac , a subsidiary unit of the General Electric but could not continue and left after sometime. My mother approached me to get involved into family business. At that time , I was out an out a novice in this domain. It was quite tough for us to run the hall with single screen. Moreover ,most of the screens of Kolkata's cinema halls were preoccupied with the action based Hindi movies. But I decided to display the movies dealing with family values . Simultaneously the process of renovation was initiated and as a result of it , the entire cinema hall got a sea change, particularly the food court ,cafeteria were over hauled and modified. Later during the year 1995,on behalf of Priya Entertainment ,contracts were signed with the media giants like Columbia Trister, Buena Vista, Paramount, Star Entertainment, Surinder Films, U TV, and NFDC which in turned widened the horizon of our business” , recollects Mr Dutta.
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In 2005, his family business of film production and distribution under the name of Piyali Films and Purnima Pictures respectively, have been “reopened”. Earlier from the house of Purnima pictures the movies like "Gupi Gayen Bagha bayen", "Aranyer Dinratri" and "Pratidwandi"
irected by Satyajit Ray, 'Haate Bazare' by Tapan Sinha, 'Chuti' by Arundhuti Devi were produced. And Piyali Films was in charge of their distribution. It will be not an exaggeration to say that Priya Entertainment has the legacy of uplifting cultural heritage through its production which has added feathers to its cap by being awarded with National Awards and achieving International recognition. Later Mr Dutta shifted his focus on film distribution rather than on production. After the establishment of Axis Mall by Peerless Group at Rajarhat, the system of multiplex has been introduced under his meticulous supervision.
The multiplex chain of Priya Entertainment is known as Bioscope. Apart from Axis Mall ,the branches of Bioscope have been extended at cities and suburbs . Junction Mall of Durgapur, City centre of Haldia are few to be mentioned.
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Dutta goes on ,by saying that Priya Cinema was established by his grandfather Nepal Chandra Dutta and father Ashim Chandra Dutta. The hall witnessed its maiden show on 2nd May 1959 with City Lights by Charlie Chaplin. On the afternoon of that very day, suddenly a storm ransacked the city and the globe over the roof of Priya was swept away.
In response to the question of the reporter about the effect of lock down in Tollywood Industry, Dutta is of opinion that definitely lockdown has constrained the business in such a way that everybody seems helpless as if everything comes to a halt and the system has been disrupted. The Halls ,theatres , multiplexes have been shuttered. Neither the actors ,nor the technicians can proceed in this situations which is equally uncertain and depressive. Since most of the release depends on box offices , naturally Bengal’s film industry would have to face this kind of set back. O.T.T is not meant for Tollywood movies as the O.T.T providing agencies are not at all interested to buy their production. O.T.T can not be the alternative for those whose investment lies in Tollywood movies. No revenue has been collected. “Furthermore, after the withdrawal of lockdown how many halls will be reopened is also a matter of concern. Each and everyone has to accept this irreparable damage “, -the pathetic but true acknowledgement of Mr Dutta has revealed the static scenario of Tollywood confirming the upcoming struggle of those whose bread and butter is solely depended on the silver screen of Kolkata. There is optimum probability that the number of staff ,unit members will be reduced. Comparatively the directors are in better situation since they have ample time to engage themselves into composing new scripts. Dutta claims, “investors like us are unable to utilize this time. Now at present it is impossible to predict whether the olden days of Bengali cinema will be revived or not. There will definitely be restrictions and impositions until the availability of vaccine. Audience too will not feel at ease or secured within the closed area. So many factors are there determining the future course of the industry".
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It is undeniable that at present nepotism has become the bone of contention. Most of the citizens have been howling either knowingly or unknowingly creating the vortex of controversy. Regarding this matter , Dutta unambiguously clarifies his stand point with strong conviction. He asserts," I don't support any kind of nepotism. At the day's end I am an investor. It does not matter for me who is good or who is bad. I invest according to my own calculation. So naturally it depends on the confidence from the part of mine. Confidence determines investment. May be he /she my son or daughter or relatives or friends. In a family there always prevails a sense of discrimination working surreptitiously. It has been observed that the father has a strong predilection for his daughter whereas the mother always prefers her son. Do you think this is also an instance of nepotism? Suppose I am taking an interview of five candidates having equal eligibility for a single post. In that case I will chose one who may not be the best. Will it be an instance of nepotism too? No, I do not think so. It is the matter of my confidence. If my son inherits my business or I myself appoint him as the CEO in my company will completely be the matter of my choice since investment relies absolutely on personal judgement. "
Interview taken by - Rajeev Sarkar (Chief Reporter and Film Director)
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