1. Macro Environment
of Sri Lankan Film
Industry
Marketing Management
Business Management (Special)
(UGU )
Group No: 04
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2. Group Members
SAJITHA ADIKARI HD-UGC- 102002
LALINDRA DE SILVA HD-UGC- 102016
NISAL DHARMADASA HD-UGC- 102021
AYESHA FERNANADO HD-UGC- 102027
SACHINI PERERA HD-UGC- 102067
SEWMINI RATNAYAKA HD-UGC- 102070
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3. Objective Outline
Executive summary………………………………………………………1
Introduction of Sri Lankan Film Industry………………………………..3
 In recent years best movies……………………………………….4
 Films……………………………………………………………..5
History……………………………………………………………………..6
 1970‟s…………………………………………………………..….7
 1980‟s- 1990………………………………………………………..8
1.0 Political Environment…………………………………………………9
1.1 Sri Lankan Political Environment……………………………10
1.2 Latest Changes in the political arena…………………………11
1.3 Opportunity‟s in the political arena…………………………..12
1.4 Threats in the political arena………………………………….13
1.5 Recommendations…………………………………………….14
1.6 images………………………………………………………….15
2.0 Economical Environment………………………………………………16
2.1 latest changes…………………………………………………..17
2.2 latest changes…………………………………………………..18
2.3 threats……………………………………………………….....19
2.4 recommendations……………………………….………………20
3.0 Socio-cultural-demographic Environment……………………………..22
3.1 people‟s views…………………………………………………….23
3.2 latest changes……………………………………………………..24
3.3 threats…………………………………………………………….25
3.4 demographical environment………………………………………26
3.5 population…………………………………………………………27
3.6 threats in demographical environment…………………………….28
4.0 Technological Environment………………………………………………29
4.1 Digitalization…………………………………………………………30
4.2 advantages…………………………………………………………31
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4. 4.3 latest changes…………………………………………………….32
4.4 cameras,lights,grid equipment…………………………………....33
4.5 steady cams,generators,sounds………………………………….34
4.6 behind the scene…………………………………………………..35
4.7 technological threats……………………………………………..36
4.8 camera selection………………………………………………..37
4.9 rcomenations for technological factors……………………….38
5.0 Ecological Environment…………………………………………………..39
5.1 main aspects of ecology………………………………………..40
5.2 latest changes……………………………………………………41
5.3 wild screen charity…………………………………………….42
5.4 locations………………………………………………………….43
5.5 opportunity‟s in ecological factors…………………………………44
5.6 major oppurtunity‟s in wild screen……………………………….45
5.7 recommendations…………………………………………………..46
5.8greening the screen of Sri Lanka…………………………………..47-48
5.9 by greening…………………………………………………………49
6.0 Legal Environment……………………………………………………………..50
6.1 oppurtunity‟s…………………………………………………………………51
6.2 threats……………………………………………………………………52
6.3 recommendations………………………………………………………53
6.4 legal aspect in the industry…………………………………………….54
6.5 copyright assignment…………………………………………………55
6.6 music,trade marks…………………………………………………….56
6.7 working with unions…………………………………………………57-58
6.8 financing and investment issues……………………………………..59
6.9 no general solicitation, disclosure requirement……………………………..60
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5. 6.9.1 filing……………………………………………………………61
6.9.2 business investment structure…………………………………62-63
7.0 Marketing Mix………………………………………………………….64
7.1 place,promotion…………………………………………………….65
8.0 Conclusion/poitical…………………………………………………66
8.1 economical………………………………………………………..67
8.2 socio-cultural-demographical & technological……………………68
8.3 ecological…………………………………………………………69
8.4 legal……………………………………………………………….70-71
8.5 concluding…………………………………………………………..72
9.0 remarks sheet……………………………………………………………73
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6. Executive Summary
The macro environment of film industry in Sri Lanka.
The macro environment consists of larger societal
forces that affect the entire microenvironment.
The six forces making up the company‟s macro
environment include political, economic, social,
technological, environment and Legal. In this
report, express these forces. Shape
opportunities and pose threats to the film
industry in Sri Lanka. And we suppose some
recommendations to those threats. The present state of Sri Lankan cinema does not
offer much hope.
The political environment consists of laws, agencies and groups. That influence or
limit marketing actions. The political environment has under some three changes that
affect marketing worldwide. Increasing legislations regulating film industry, strong
government agency enforcement, and great emphasis on ethics and socially
responsible actions.
The economic environment of film industry characterized by economic depression
how to affect to the film industry lacks of finance to make films. Today‟s squeezed
people are seeking greater satisfaction just the right combination of good quality of
the film and happiness at a fair price of ticket. Another factor is the distribution of
income also is shifting.
The Social environment is made up of institutions and forces that affect a society‟s
values, perceptions, preferences and behaviors. The environment shows trends
towards behavior of Sri Lankan and their different cultural aspects.
The demographic and economic factors are also a part of social environment that
affect the local film industry. Demographic is the study of the characteristics of
human populations. Today demographic environment shows an increasing population,
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7. growth in the rural population, a changing family system, and changes in the role of
women and a better-educated and whiter collar population and increasing diversity.
Those factors directly affected to the local film industry. Because of when population
is increasingly, have to build new film halls, and develop facilities in there. Moreover,
came up new generation with new ideas through films because of make a competition
with other countries and hold the audience with our film industry. As a result, film
producers are focus to main problems of society. With these changes come up more
opportunities and threats also.
Technological environment of film industry in Sri Lanka is in low position than other
countries. Film makers face to the big problem in these days. That is a less experience
of technicians and equipments. But some foreign countries help to those problems, as
an example China. „Aba‟ is a silver line to the film industry. Because they used high
technology to this film and their cost also high. The technological environment
creates both opportunities and threats.
The environmental factors has major trends and threats also. The Sri Lanka has
attractive and beautiful locations. This is a great opportunity to the Sri Lanka, because
of this is the way of go to the international market & make a competition with them.
As a result local film industry can earn lot of money through it. Most of international
film makers try to make film regarding those natural locations.
The Legal environment in which the film industry operates, In recent years in Sri
Lanka ,there have been many significant legal changes that have affected the
industry‟s behavior. The introduction of age discrimination and disability
discrimination legislation and an increase in the minimum wage are examples of
relatively recent laws that affect an industry's actions.
Finally we can review here, the marketing mix of Sri Lankan film industry .We
aspire to provide through this can passively accept the marketing environment an
uncontrollable element to which they must adopt, avoiding threats and advantage of
opportunities as arise.
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8. Introduction of Sri Lankan Film Industry
Sri Lankan Cinema includes films made in Sri Lanka. Beginning of the industry
that has truggled to establish since its induction in 1947 with “Kadawna Poronduwa”
produced by S.M. Nayagam of chithrakala move tone. Most of Sri Lankan film made in
Sinhalese language, the language of the majority Sinhala people.
In the first nine years most films were made in South
India, and followed the stands of Indian Cinema. Due to Indian style sets put up in film
studios. How ever the pioneer director Lester James Peris was the first Sinhala film director
who shot his first film completely out of the studio “Rekava” in 1956. This was screened in
Colombo and film was commended by local and international critics.
Films continued to follow formally storylines borrowed
from India up through early 60s, such as “Kulrulu Badda” and “Sande Shaya” several artistic
Sinhala films were made in late 60s. In 1963 Mr. Lester James Peris contributed development
of Sri Lankan Cinema with “Gamperaliya”. It was a turning point in Sri Lankan Cinema
doing a way with songs, dance, comic and fights. He won the grand prize (Golden Peacock)
at the International Film Festival of India 1965. Since then he had made 20 feature films
including “Nidhanaya” (1970) and “Kaliugaya” (1983). He is internationally recognized as
one of the greatest film director and considered the father of Sri Lankan Cinema. During the
1970 several talents came to the forefront while commercial Cinema continued to steal from
Indian Cinema. Another big success came with “Sath samudura” by Professor Sri
Gunasinghe supported by exquisite cinematography by Dr. D.B.Nihalsinghe. “Welikatara” by
Dr. Nihalsinghe Sri Lanka‟s first film in cinemascope ratio wide screen in 1972. Wasantha
Obesekara, Darmasena Pathiraja. Mahagama Sekara and Sumithra Peris are other major
directors who stepped forward during this time.
Deceased Mr. Joe Abeywickrama was one of the best actors in Sri Lankan Cinema
industry. He was named as the “Best Asian Actor” at the Singapore International Film
Festival in 1999 for the film of “Pura Handa Kaluwara” He captured our hearts and minds
diverse role such as “Vannihami” in “Pura Handa Karuwala”. Mrs. Malani Fonseka is the one
of best actress in Sri Lankan Cinema industry. She has received the “Silver Peacock Award”
in Indian International Film Festival in 2009 and the “Best Actress Award” in Levante
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9. International Film Festival, Italy in 2010 for the role of “Sandhya Rani” of the film “Akasa
Kusum”
In recent years few best movies made in Cinema industry. The film
producers such as Tissa Abesekara. Prasanna Vithanage, Vimukthi Jayasundara and Asoka
Hadagama were become the leader in the industry and they have attempted to breathe new
life in to the industry. Mean while SFC (State Film Corporations) established a unique credit
scheme for film production. Loans were given on the basis of a script evaluation. Recently
releases classical films like “Sooriya Arana, Samanalatatu, Era Handa Yata, Saroja,
Sinhavalokanaya, Abha, Akasa Kusum” and commercial films like “Asai Man Piyabanna,
Challengers, Adaraneeya Wassanaya, Hiripoda Wassa” have attracted Sri Lankans to
Cinemas.
1. Sooriya Arana Film: Directed by Somarathna Dissanayake.
“Best Film Award” of Presidential Film Awards
Festival 2005 in Sri Lanka
2. Samanalatatu Film: Directed by Somarathna Dissanayake
“Hadurmete Gold Award” for the best children‟s
feature film at the Seventh International Film
Festival in Tunisia 2006.
“Best Film Award” of Mexico International Film
Festival 2005
“Humanitas Camera Award” & “Jury Mention
Award” of Rimouski International Film Festival
(Canada) 2005
3. Ira Handa Yata Film: Directed by Bennett Rathnayake
This film nominated for the best performing film
in Asia category at the 23th Singapore
International Film Festival.
“Special Jury Awards” of Los Angeles
International Film Festival 2010
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10. 4. Saroja Film: Directed by Somarathne Dissanayake
“Best Asian Film” of Dhaka International Film
Festival in Bangladesh.
“Bronze Award” of Houston‟s World fest Film
Festival
“Best Film of the year” of Singapore International
Film Festival.
5. Sinhawalokanaya Film: Directed by Suneth Malinga Lokuhewa
This film won the 4 awards by the Asian Film &
Drama Foundation Presents Film Awards
Ceremony at Southern California.
6. Abha Film: by Jakson Anthony
The Silver Gavel Award (ABA) at the American
Bar Association in 2009
Abha is the first Sri Lanka to be finished via
digital intermediate technology.
7. Akasa Kusum Film: Directed by Prasanna Vithanage
“Silver Peacock Award”(Best Actress) of Indian
International Film Festival
“Best Actress Award” of Levante International
Film Festival Italy 2010
“Jury Special Mention Award” of Vesoul Asian
Film Festival France
“Best Asian Film Award” of Granada
Cinesdelsur Film Festival Spain 2011
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11. History of Sri Lankan Film Industry
The first film to be screened in Sri Lanka (called Ceylon up till 1972) was a silent
newsreel shown to Boer prisoners of war in 1901. The first cinema hall was opened
in Colombo in 1903. The Colombo Cinema Society, thought to be the first Film
Society in Asia, was started in 1945. There was no „long period of silent‟ as such in
the history of Sri Lankan film making Kadawunu Poronduwa (Broken Promise),
made in 1947 with Sinhalese language dialogue, is accepted as the first Sri Lankan
film. It was produced by S.M.Nayagam for Chitrakala Movie tone in South India.
After its release, more Sinhala films were produced in South Indian studios, using
actors and actresses shipped over from Ceylon. These films, produced by Indian
directors and technicians, were really South Indian in attitude, formation and
presentation. Many were direct copies of South Indian films in both storyline and
acting styles. The three major commercial production and distribution companies,
Ceylon Theatres, Ceylon Studios and Ceylon Entertainments began to have a
virtual monopoly of the cinema industry in Ceylon by the late 1940‟s. The
audiences for imported Tamil and Hindi films move faster than for Sinhala films.
With the granting of independence to Ceylon in 1948 and the emergence
of nationalism, efforts were made to redeem the Sinhala film from
Indian influences. Sirisena Wimalaweera, who opened his Navajeevana
Film Studios in 1951 and produced a film - Podi Putha (Younger Son)
in 1955, is credited with giving birth to the indigenous cinema of Sri
Lanka. The Government Film Unit (GFU) was established in 1948 to
produce newsreels and documentaries to educate the people on their
newly won independence. Noted for its „creative treatment of actuality‟
and high filmmaking standards, many GFU films won international
awards.
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12. In 1970, the Sri Lanka Freedom Party (SLFP) led coalition of socialist
parties, which advocated centralized planning was swept into power. The
film industry was nationalized under the monopolistic control of the State
Film Corporation (now called the National Film Corporation – NFC). Its
initial aim of protecting, preserving and developing an indigenous Sri
Lankan film industry was achieved with the fostering of creative and
quality film making practices in its first fifteen years. But by the end of the
1980‟s, its broader, long-term aspirations and expectations were not been
fulfilled.
Some even argue that the total monopoly of the film industry by the NFC,
especially over distribution, hastened the decline in Sri Lankan cinema.
The 1970‟s was an important decade of experimentation, of serious
writing and debate about film as having a pleasant appearance form and
industry, and a period of learning from the European and Japanese avant-
garde. New trends developed, and many writers and directors who
understood the creative possibilities of the cinematic language emerged to
make significant films. Among the directors were Mahagama Sekera,
Ranjit Lal, D.B. Nihalsinghe and Dharmasena Pathiraja. The latter‟s
ground breaking „alternative‟ filmmaking techniques coupled with his
style of „social realism‟ introduced the concept of „Third Cinema‟ to Sri
Lankan audiences, seen in films like Ahas Gauwa (1974) andBambaru
Avith (1978). The 1970‟s also saw the debut of filmmakers who are today
considered major directors in the Sri Lankan cinema – such as H.D.
Premaratne (Sikuruliya /1975), Vasantha Obeysekera (Wesgaththo /1970)
and Sumithra Peries (Gehenu Lamai /1978).
Sumithra Peries went on to make films considered to be pioneering for
their positive portrayal and strong characterization of women.
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13. While the established directors continued with their creative work in the
1980‟s, this decade also saw the emergence of two other directors of
quality – Dharmasiri Bandaranaike and Tissa Abeysekera. The
latter‟s Viragaya (1987) was arguably the film of the decade. The late
1980‟s and the 1990‟s saw the decline of the Sri Lankan film industry
mainly due to the production of too many poor quality films and the
restrictive distribution policies of the NFC. Investment in film
production fell and technicians and artistes moved into the making a
large profit world of television drama. However, a few younger
filmmakers of talent emerged in the 1990‟s such as Prasanna Vithanage,
Sudath Devapriya, Boodie Keerthisena, Jackson Anthony, Mohan Niyaz,
Linton Semage, Asoka Handagama, Udayakantha Warnasuiya and
Somaratne Dissanayake. Of these Prasanna Vithanage has received the
most international critical acclaim with his award winning films Pavuru
Wallalu(Walls Within/1997) and Purahanda Kaluwara (Death on a Full
Moon Day/1997). By January 2000, the film industry was liberalized
with the ceasing of the NFC monopoly. The NFC retained its regulatory
functions however. Various tax incentives for producers were introduced
and the importation and distribution of foreign films opened up to the
private sector. With the NFC now playing a more pro-active and
competitive role among other film industry players, a bright future for
the Sri Lankan cinema.
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14. Political Analysis of the Film Industry in Sri Lanka
Political environment/factors
Marketing decisions are strongly affected by developments in the political environment. The
Political environment consists of laws, government agencies and pressure groups that
influence or limit various organizations and individuals in a given society. On account of
ever-increasing globalization, companies are now affected by the sociopolitical environment
of not only their own country but also other countries with which they have important trading
relations. Marketers must keenly follow the changing sociopolitical environment of the world
in order to seek out opportunities and to address potential threats.
These refer to government policy such as the degree of intervention in the economy. What
goods and services does a government want to provide? To what extent does it believe in
subsidising firms? What are its priorities in terms of business support? Political decisions can
impact on many vital areas for business such as the education of the workforce, the health of
the nation and the quality of the infrastructure of the economy such as the road and rail
system.
Political environment in the Sri Lankan context
The political environment is considerably stabilized and Sri Lanka is united under one
Government after a span of 25 years. A stabilized political system is good news for all
industries as they are more confident about planning long term strategies. Political stability is
one of the fundamental aspects for any industry‟s success and growth.
With the end of terrorism in Sri Lanka, the North and East areas opened up. The government
should take action to build cinema halls to help develop the industry for the Tamil
community. This is a new audience which Sri Lankan Tamil directors can make films for.
Thus, the government should take initiative to develop the industry in the North.
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15. With the positive economic growth (8%) in the country there is clear potential for the film
industry to grow and prosper. But, it is hard to achieve its potential without funding and
support from the political arena.
When you take the political scenario that is associated with the film industry, people within
the industry say there has not been significant intervention or any significant politician for
that matter who have done anything for the silver screen for its 64 year history in the island.
Some people who come through the film industry as celebrities has used that popularity to
enter politics. People like Gamini Fonseka who had an immaculate personality in the silver
screen at one time said that he want enter politics then entered, went on to become the
speaker of the parliament and then had a sad exit.
Not many politicians like the cinema industry. But there are some who use the industry as a
tool for their personal gain and advantage. Actors through their attraction climb on to stages
try to win people‟s hearts and through that try to achieve their political agendas.
The governance of the film industry in Sri Lanka is done by the Film Corporation. The film
industry‟s governing body‟s top management is appointed by the government. Then there is
also the Board of Control for Films Screening as well. Any film to be screened in the country
has to get the prior approval of this board in order to screen their movie.
Actors such as Tenyson Cooray, Ranjan Ramanayake through their
funny, jovial acting have tried to point at different aspects of the
countries political activities, good as well as the bad. Parliament
Jokes, King Hunther are some of the manifestos that the general
public liked a lot. In screening such movies there are both the pros
and cons. In a way it is also publicly humiliating the politician‟s as
well the parliament where laws are regulated and decisions are made on behalf of the people
of the country.
Producers, Directors and the people involved in the industry say that the government has to
give out loans, release the burden of taxes and create policies that are relevant to the
betterment of the industry. They also said that the industry is in need of state of the art
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16. studios, Cinema villages, facilities to store filmotography archives and storage facilities for
films.
In the old days, distribution of films was done by
the Tamils. Later it was taken over by the
government to break the monopoly. However, due
to corruption and mismanagement the government
had to give back to the private sector. And
currently film distribution in Sri Lanka is done by four companies.
Latest changes in The Political Environment of Sri Lankan Film industry
 Compared to the era of terrorism Sri Lanka experienced a couple of years ago, the
current political environment is highly positive to the film industry because, people
are in a positive mindset to go and enjoy a film. Also foreign productions are willing
to shoot in Sri Lanka because they now have no fears of terrorism.
 According to an idea of his
Excellency the president Mr Mahinda
Rajapakshe the 1st ever fully fledged Tele-
Cinema Village in Sri lanka was created
and opened recently.
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17.  Business typhoon Mr. Jayantha Dharmadhasa appointed as the Chairman of the
National Film Corporation.
Opportunities in the Political Environment of Sri Lankan Film industry
The opportunities in the industry are immense. Through proper political backing and
governance, the industry could anticipate a boom.
 Sri Lanka has many undiscovered beautiful locations and these can be marketed for
foreign productions.
 It is also advantageous for foreign films to shoot in Sri Lanka because it is less costly.
However, if Sri Lanka intends to earn an income and learn through foreign
productions, it is the government‟s responsibility to see that Sri Lanka maintains a
good global reputation by maintaining a stabilized political environment.
 With the positive
economic growth
(8%) in the country,
there is clear potential
for the film industry to
grow and prosper.
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18.  To manifest to the whole world at large that the fabrications of Sri lanka‟s war crimes
are a false thing and that social life inside the country and human right‟s violation‟s
are at a low percentage.
Threats in Political Environment of Sri Lankan Film industry
And when you take the treats there aren‟t as such specific instances where you could pin
point but you can‟t say no as well. The treats are minimal as long as you keep everyone
satisfied.
 Politics should not interfere with the screening of films. For example, some movies
which are done by people related to politics, screen their films without giving
consideration to the lineup of films. Directors and producers can be discouraged by
such acts of political powers. Thus government should see that the industry is a fair
ground which neither favors the powerful nor discourage other players in the industry.
 On the other hand, it was clear that new comers are at lost of how to enter the
industry.
 May talented young directors, scriptwriters, actors are kept out of the industry because
they are unaware of the procedure of the film industry.
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19. Recommendations of the Political Environment of Sri Lankan Film industry
Recommendations are not enough if there‟s no good political influence to the betterment of
the film industry of this country. Experience experts and intellectuals may recommend certain
things but until its put into practice it‟s all useless.
 The film industry is not seen as a real profession in Sri Lanka, because there is hardly
any professional encouragement with regard to acting, direction, camera etc.
Government should create policies to encourage youngsters interested in the industry
by introducing filming industry aspects in university courses etc.
 Thus it has been established that the industry
needs a museum, a film institute and many
more other things that are relevant to the
educational aspects of to develop the industry
more professionally.
 Using political connections to produce films locally as well as globally.
E.g.-: getting permission for certain shooting locations.
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20.  Through foreign ministry and ambassador connections marketing and showcasing
made in Sri Lanka films which depicts the rich history and grander of the
island,culture,social life style,scenaries around the country etc…through this the
country could attract tourist,foregin exchange flows into the country and it manifestos
the real picture inside the country , because its done in a diplomatic way. By this
there‟s more recognition from foreigners.
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21. Economic Environment of film Industry in Sri Lanka
Economic Environment-Definition
Markets require buying power as well as people. The economic environment consists
of factors that affect consumer purchasing power and spending patterns. Marketers must pay
close attention to major trends and consumer spending patterns both across and within their
world market.
A study of economies can describe all aspects of a country‟s economy. Such as how
country uses in it. As an example how much time labors devote to work and leisure. The
outcome of investing in industries, the effect of tax on a population and why business
succeeded or fail.
Economic Environment of Sri Lankan film industry
When look at the Sri Lankan film industry, that there are influencing external environment
changes within the industry. We can identify economic threats and opportunities to the film
industry over here. The future development of the film industry in Sri Lanka depends entirely
on the production of movies that can shatter box office records and make more than 150
percent profit. The hackneyed, outdated policy of giving loans to produce trashy Sinhala
films will never bring any profitability to NFC.
Latest changes in Economic Environment of Sri Lankan Film industry
 Opportunities came with IIFA in Sri Lanka
 IIFA will also create many economic benefits such as attracting an increased
amount of foreign exchange and new business ventures. Sri Lanka has the
opportunity to promote tourism with the support of the Indian actors, who have a
large network of fans all over the world.
 The country has much potential for investment opportunities in cinema and a
cinema producing destination are one of the major benefits that the country could
gain by hosting IIFA in Colombo.
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22.  The SLTPB (Sri Lanka Tourism Promotion Board ) has estimated to generate Rs
4, 025 million (US$ 70 million) from hosting this internationally recognized
event. During June 3 to 5 there will be many avenues to build business contacts,
which leads to trade and investment. IIFA will also support the two countries to
strengthen their business relations and friendship.
 The Sri Lankan enterprises can be the progenitor to take our cinema to
international heights and that is why the President has formulated tax benefits to
elevate the national cinema to enter into the global film market.
 When an enterprise invests on the production of movies that have magical qualities to
dazzle the global audience with their magnificent and spectacular attractions which
will enthrall, engross, excite and mystify the audience all over the world
simultaneously, the investor will be earning more than 150 percent profit. The
following privileges will accrue to the entrepreneur when he invests on the production
of specific movies which have the international appeal:
* The facility of tax relief available for national film production which costs rupees 35
million and above.
* The proposed movies will give more than 100 percent profit when it is exhibited in
the film circuits in Sri Lanka.
* It will give a minimum of US Dollars one and a half million from its sales in the
worldwide market place.
* It will open the most powerful and pervading opportunity to advertise specific
products and the corporate brand name of the enterprise in the all encompassing
marketing strategy to be implemented for the exhibition of a movie which will cover
the entire Sri Lanka. It will enhance and expand the sales of product by leaps and
bounds when the corporate sector invests in the production of movies.
* Unlike any other business venture, production of movies is the one and only
investment opportunity that will not only recoup the entire investment with more than
100 percent profit within one year from the date of release.
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23. * More than what the investor gains in prestige for his name with fame and the
enormous publicity, this is the only area of business activity where he will get
tremendous honor, goodwill and respect of millions of people as the investor is
focused on public limelight.
“I personally feel that if the state is more forcefully and positively involved, the Sri
Lankan sign in the world cinema can be easily established”
- President Mahinda Rajapaks.
The country with the restoration of peace
 Sri Lanka being selected to host the upcoming International Indian Film Academy
(IIFA) awards is one of the major successes of the country with the restoration of peace.
India, with the world‟s largest film industry, produces over 1,000 films per annum. This
would be an excellent opportunity for Sri Lanka to promote its tourism at an optimal
level.
 At present our film industry produce around 25 movies a year than past 10 years.
With the thundering success of ‘Aba’
 The Sinhala film audience will not be the same again.
In order to make money it is primarily essential for the
NFC itself to produce its in-house movies that are
refreshing, attractive and stunningly entertaining.
Threats in Economic Environment of Sri
Lankan Film industry
All of these factors threat to the local film industry
 Suffering from a lack of finances
Sri Lankan cinema is quite productive. Filmmakers like Asoka Handagama and
Prasanna Vithanage the third generation. They're courageous, creative and have
amazing talent. But all of film makers suffering from a lack of finances.. As a result
can‟t think what our next films will be because if you don't have any kind of finance,
it means you can't think about anything.
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24.  National Film Corporation did not funded continually
Film makers even begin to conceive a new film. Two years ago, the National Film
Corporation funded 40 productions but did not continue the following year because
they said, "No, we don't have money and we didn't recover the money we had spent."
 Independent ventures have no chances
The state can't come up with money to finance films, especially for this younger
generation, and then there is no hope.
 Sri Lanka, films don't travel much.
Film meant family entertainment but now, because of this economic depression, the
whole family can't go to the cinema since it will cost a lot of money.
 Destroyed theaters during the war
In 1983, during the anti-Tamil riots, Sinhala hooligans driven by other interested
parties, including powerful sections of the government, set fire to about 50 theatres all
over. And during the war, theatres in Jaffna and the northern peninsula were destroyed.
So now we have a very limited number of cinemas and that's not enough. But even
within Sri Lanka, films don't travel much.
 There no restored print film center in Sri Lanka
Sri Lankan film industry wants to preserve films and find some finances to get them
restored. If it be failure to do this that will be a great disaster of film industry.
 Most of Local films were not exposed internationally.
Because of hasn‟t money for subtitling. The other thing was haven‟t any kind of
international connections .that‟s the reason why local films didn't get proper exposure
internationally. Unfortunately, the SIFF screenings were in BETA format and were very
bad copies. Sri Lankan film producers did not have a single reprint of a film.
As an example: Sri Lankan Director Dharmasena Pathiraja said,
when I went to UCLA in Los Angeles in 1994 and screened On the Run, the audience
there was surprised at its style. The professor of film and television studies asked me,
"Why didn't you send out this film at the time you produced it?" I said the simple answer
was I didn't have money for subtitling.
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25.  Government following tuff rules and regulations to Film industry
The producers earn income of the film, when it came to the theaters but they have to paid
48%of it to the government .As a result there income is not enough to cover their cost.
 Have to pay lot of money to foreign actors
Domestic film makers who use foreign actors in a lead role will have to pay 250,000 rupees
(2,400 dollars) for every picture made. A foreign star in a supporting role will cost 150,000
rupees (1,400 dollars), under the move aimed mainly at imports from India which is the
world‟s biggest producer of movies. As a result it will be affected to the film industry
 Most of people not really interested to watching local movies. Because of it‟s not
exceed their satisfaction.
As an example: Quality is not enough
Comparing with Hollywood and Bollywood movie standards.
 Producers should be paid advertising expenses for a film. Its cost is high.
 There no film academy‟s in Sri Lanka. As a result talented and experience actors not
enough to the film industry.
 Wasting lot of money to unbeneficial things.
As an example: Ranminithanna-Sri Lanka has more beautiful locations. And
Ranminithanna situated at Hambanthota.
Recommendations of Economic Environment of Sri Lankan Film industry
With very little effort, we can make significant improvements in the way we use resources
while we reduce our waste. And to our surprise we have realized, whilst we make these
improvements, we are going to save money.
 Try to restored prints of films will be available for one day. And get support of the
Asian Film Centre, because of this one behind in this venture, wants to preserve these
films and planning to find some finances to get them restored.
 Scholarships to young filmmakers who have studied cinema at foreign
institutions
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26. The Sri Lankan film industry has potentials. “Though there is no functioning film institute
and no proper technical support available in Sri Lanka, young filmmakers who have studied
cinema at foreign institutions, are winning awards at prestigious international film festivals
like Cannes and Toronto. As a result Sri Lankan film industry can earn more profits through
it.
 Most of film theaters were destroyed and closed during the war and contemporary
issues last years. Now it‟s time to repair it, develop facilities and open to the Sri
Lankan audience. Provide special offers to them.
As an example:
Offering free tickets for special events-1st October Special
offers for school children‟s to watch children‟s movies.
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27. Socio-Cultural-Demographic Environment of film
Industry in Sri Lanka
Cultural Environment-Definition
The Cultural environment is made up of institutions and other forces that affect a society‟s
basic values, perceptions, preferences, and behaviors. People grow up in a particular society
that shapes their basic beliefs and values. They absorb a world view that defines their
relationships with others. The following cultural characteristics can affect marketing decision
making.
 Persistence of cultural Values :
People in a given society hold many beliefs and
values. Their core beliefs and values have a high
degree of persistence.
 Shift in secondary cultural values:
Although core values are fairly persistence,
cultural shifts do take place, but much more
slowly.
 People‟s views of themselves:
People vary in their emphasis on serving
themselves versus serving others. Some people
seek personal pleasure, wanting fun, change and
escape. Others seek self-realization through
religion, reaction or the avid pursuit of careers
or other life goals. People use products, brands
and services that match their views of
themselves.
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28.  People‟s views of others:
In past decades, observes have noted several
shifts in people‟s attitude towards others.
 People‟s views of organizations:
Many people today see work not as a source of
satisfaction but as a required chore to earn
money to enjoy their non-work hours.
 People‟s views of society:
People vary in their attitudes toward their
society. People‟s orientation to their society
influences their consumption patterns and
attitudes toward the marketplace.
 People‟s view of nature:
People vary in their attitudes toward the natural
world.
 People‟s view of the universe:
People vary in their beliefs about the origin of
the universe and their place in it.
Cultural environment in Local film industry
Lester James Peries has been credited with the establishment of an indigenous Sinhala
cinema coinciding with Sri Lanka's political, social and Cultural Revolution during the mid-
1950s.
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29. Latest changes in Cultural Environment of Sri Lankan Film industry
 Cultural change in third generation
 The overarching influence of great film makers such as Lester James Peris,
Satyajit Ray, Kurosawa and pioneer filmmakers of the European schools
such as Krzystof Kielowski and Andrei Tarkovsky on prassana‟s
application of media, particularly, in a Sri Lankan context tackling
sensitive social issues at micro and macro levels, earned his films
worldwide acclaim and making them truly cultural ambassadors in the
international arena.
As an example: Looking at his corpus of cinema commencing with Sisila Gini
Gani (Ice of fire), to Akasa Kusum, one does observe his signature diction and the
humanist approach towards the subject.
 Review of the darkest periods in the contemporary history of Sri Lanka
 The significant characteristics of Prassanna vithannage application of
cinema is his awareness of the contemporary issues and the sensitive
way in which he deals with case. His films dealing with the conflict
such as Purahanda Kaluwara and Ira Madiyama (August Sun)
cinematically codifies one of the darkest periods in the contemporary
history of Sri Lanka.
 The situation is fast deteriorating. The main thing is this ethnic war, which
has been around for decades.
 Some movies stand out as one of the highest grossing movies in the history
of Sri Lankan cinema:
The uninterrupted flow of the movie perseveres with the differences in
the attitudes of the two; the monk and the Huntsman. “Suriya Arana” movie
ends with the unification of the two sides; the hunter who hoists his own
petard by losing his leg, gives his son to the Buddhist order. This movie
captures a beautiful theme nourished by the Buddhist teachings. An emotional
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30. tug of war is put forth by this colorful production. This movie stands out as
one of the highest grossing movies in the history of Sri Lankan cinema. It has
left its signature in the minds of the audience.
Threats in Cultural Environment of Sri Lankan Film industry
 The situation is fast deteriorating. The main thing is this ethnic war, which
has been around for decades. The government has money for its own
survival. Prices are going up steeply by the day and the suffering of
people, so they have enough resources to spend on cultural activities. The
other thing is, the cost of making a film today is very high. Not a single
film can recover the costs and if one cannot recover the costs one will be
in bad shape.
 The Sri Lankan audience for locally made films not that much. But it's
highly competitive because society has changed rapidly over the last two
decades. This did not lead to improved standards in the arts and culture but
it did pave the way for other social changes. In 1971 had a youth uprising
and people were scared to even go out of their houses.
 Short Film culture
In the context of Sri-Lankan cinema, this remembrance of the short
film could easily be related to its history. Here, the short film has retained its
status only as an exercise for the film-makers who rose to fame with the
feature film. Dr.Lester James Peries, the realist film-maker, began his career,
first, creating a short film titled “Soliloquy”. Another towering figure in
country‟s cinema, Dr. Dharmasena Pathiraja, also created a short film titled
“Enemies” as his first cinematic experience. The Sate Film Corporation ,
which was established in the 1971, made the first-hand experience of the
short-film making a policy for the aspiring feature film makers by requiring
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31. aspiring cinema-artists to make a short film prior to debut as a feature film-
maker, and making them entitled to receive public funded production credit.
However, problem was not that one made a short film before his long-length
film, but the abandonment of the short-film as cinematic-medium thereafter by
Anton Wicremesinghe after 1979 by making public funds available to
"anyone" with disastrous results.
This tradition of short film-making has not persisted longer, in the Sri Lankan
context. So, as a distinct form of art, the short film has not been appreciated
much and the obsession with the feature film has overshadowed its identity.
Therefore, culture of short film has not gained ground so far. The short-film
has remained a tendril.
Demographic Environment of film Industry in Sri Lanka
Demographic Environment
Demographic environment is the study of human population in terms of size, density,
location, age, gender, race, occupation and other statistics. The demographic environment is
of major interest to marketers. Because it involves people and people make up markets.
Changes in the world demographic environment have major implications for business. Now
let see this environment how to affect to the local film industry.
Latest changes in Demographic Environment in Sri Lankan film industry
 Increasing population in Sri Lanka affect to increase film halls in island wide-
nearest 170
 Sri Lankan population increasing in year to year. As an example after year 2005,
film halls in Sri Lanka nearly 78, but now it‟s nearly 170.
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32.  The demographic environment itself is affected by changes in the mix of age groups
in the population.
 Last ten years the population becomes older; this will lead to rising demand for
“elders‟ only films” producing.
 A similar fall in demand for Sinhala children‟s movies by younger people than
other productions.
 Most of films making regarding to the youth generations.
 Now a day‟s populations of woman are increasing continuously. As a result most
of film making regarding to their natural life .And troubles of they face in this
society. As an example: Prostitution, Abortions, Immigrations and etc.
 Different Price of tickets on people’s income
 Audience income is different. So they can buy tickets on their budget.
As an example: ODC-250/=, Gallery-150/=, Balcony-300/=.
 Film making for different nationals in the country.
As an example: screening of Tamil language films
 Develop different facilities in film halls.
 Most of film halls try to provide different facilities to their customers. Because of
people has different backgrounds and status. It‟s different from region to region.
As an example:
Cinemax Cinema in Ja-Ela is one of top end movie cinemas
that are operated by EAP films and Theaters outside
Colombo and it is one of the most sought after cinemas by
the patrons living outside Colombo. At present it screens
most of the top end movies including English, Sinhala, and
Hindi language movies.
Facilities
Car Parking Snack Shop
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33. Liberty Cinema, owned and manage by EAP Films &
theaters private Limited, it has for a long period of time
being the one of the top end movie entertainment centers in
Colombo, Sri Lanka. Liberty Cinema is known for its
screening of top end English, Sinhala and Hindi Movies.
The cinema currently screens four movies per day.
 Film makers produce different type of films. As a result they think creatively.
As an example:
Elders only films making for Adult
Kid‟s movies for Children
Family movies
Romantic films
Comedy, Action movies and ect.
 Most of Sri Lankan film producers try to make 3D animation films for kids. They try to
catch children‟s.
Threats in Demographic Environment of Sri Lankan Film industry
 Most of people move to watch Hollywood, Bollywood and Kollywood films because of
their technology is superb and quality is excellent. When they compare with international
and local films, our industry positioned in down. That why most of people don‟t like to
watch local films. That is a big disaster to the local film industry.
 Tamil people in this country
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34. Technological Environment of film Industry in Sri Lanka
Technological Environment
TECHNOLOGY REVOLUTIONIZING THE MOVIE INDUSTRY
The technological environment includes forces that create new technologies, creating
new product and market opportunities.
1). Technology is perhaps the most dramatic force shaping our destiny.
2). New technologies create new markets and opportunities.
3). the following trends are worth watching:
Faster pace of technological change. Products are being
technologically outdated at a rapid pace.
There seems to be almost unlimited opportunities being developed
daily. Consider the expanding fields of health care, the space shuttle,
robotics, and biogenetic industries.
The challenge is not only technical but also commercial--to make
practical, affordable versions of products.
Increased regulation. Marketers should be aware of the regulations
concerning product safety, individual privacy, and other areas that affect
technological changes. They must also be alert to any possible negative
aspects of an innovation that might harm users or arouse opposition.
New technology creates new markets and opportunities. However, every new
technology replaces an older technology. As an example, CDs hurt phonograph
records, and digital photography hurt the film business.
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35. Technological environment of Film industry -Digitization
The progression of film toward a more fully digital medium seems obvious.
Audio production, postproduction and exhibition continue to be largely digital. Visual
effects, titles and editing are almost predominantly handled at the computer desktop.
Filmless DLP projection systems have proven successful in theaters. Home video
continues its progression towards DVD and Internet-delivered film content. As a
result, the only major analog component of the filmmaking process is the actual
shooting of the film. It is not inconceivable that the film technology of tomorrow will
be fully digital.
Latest changes in Technological Environment of Sri Lankan Film industry
Digital Cinema
Film has come a long way since the Lumiere Brothers projected a
moving train on to a Paris silver screen in December 1895. Sound came
to movies with the famous line 'you aren‟t heard nothing yet' in the
1920s. 'The Lights of New York' glistened in color in the 1930s. In
1977, 'Star Wars' was waged with surround sound.
All this time, though, film remained just that - film, a strip of celluloid with pictures and
sound. Now, the 'digital revolution' is threatening to send film to the dustbin of history. The
age of 'filmless film' has arrived.
Like other segments of the entertainment industry, film could not resist the invasion of digital
technology. Filmmakers have been using digital cameras and editing suites for years. Now
they have taken the ultimate step of replacing film itself with digital media.
Filmmakers have been using digital cameras and editing suites for years. Now they have
taken the ultimate step of replacing film itself with digital media.
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36. Theatres around the world are installing digital projectors, which use high-definition
digitally-encoded discs instead of celluloid. This technology used in Sri Lankan film industry
also.
The advantages are obvious:
Picture quality is superb; there is no loss of quality even if the film is played 1,000
times.
Digital media are highly portable; distribution costs are minimal because digital
copies cost much less than film reels to print.
Sri Lankan movie industry should take the cue from India and go digital to keep costs
down and improve overall quality to give moviegoers a better deal.
Sri Lankan movie industry take the cue from India
Sri Lankan movie industry take the support from India and go digital to keep costs
down and improve overall quality to give moviegoers a better deal. Because of
lower costs and higher quality alone can justify the shift to digital cinema.
Blair Witch Project
Prior to shooting, the director and cinematographer must make a technical
decision concerning what film stock to use. The film stock will have a significant
effect on the look and feel of the film. Blair witch project combined video and
grainy 16-mm film to create a realistic, low-budget look. A more traditional
approach is to shoot in the Super 35-mm format to reduce grain and capture
superior contrast ratios. Lower budget films and documentaries might be shot on
Super 16-mm film.
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37. Using 3D Technology
Today Sri Lankan film producers try to make competition with Hollywood and
Bollywood films. And try to attractive local
audience.
As an example: Ran kewita.
Trends in technology of format and Film Stock, Cameras and Lenses, Lighting, Sound,
Editing and Visual Effects, Cameras, Audio
 Camera technology is that of the “filmless” camera. High-definition cameras
are being tested that record images either or digital videodisks (DVDs) or
directly to
hard drivers. The use of such cameras would allow for instantaneous review
and preliminary editing of material while
eliminating film and developing costs.
 The technology of a feature film centers on the screen format, Sri Lankan film
industry start to non definition television (non-HDTV) which is the same
aspect ratio as traditional television screens.
 As an example:
High Definition (HD) technology has been
used for the production of the film.
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38.  Cameras
Most feature films produced in Sri Lanka are shot on 35mm Cinemascope. Almost
all commercials are produced on 35mm standard formats if not on Video.
Unfortunately Cameras and Lenses are not available off the shelf – like in
America or Europe. Individual equipment suppliers in Sri Lanka have a basic
Camera set-up with Camera body, 5 or 6 standard Prime
Lenses , a couple of Zooms, standard filters in each
Camera Package. There is a wide selection of Arriflex IIIs
and Arriflex 435s and Arriflex 535s available from India
(some 435 owners have now upgraded to Ultra Primes in
India).
 Lights
There are a couple of rental houses in Colombo – Sri Lanka that work
predominantly for foreign crews filming in Sri Lanka.
There is a selection of HMIs – PARS, FLICKER FREE
AND NORMAL – 16, 12, and 8 KWs from India. 6KWs
and below plenty – though Pars & Flicker frees are limited. TUNGSTEN LIGHTS
– 10KWs, 5KWs and below – plenty KINOFLOS.
 Grip Equipment
High end Grip packages are usually hired from India. Grip packages come with
crew. In terms of equipment from India, there are Akela Cranes, Panther Dollies,
Elemak Cranes, and Phoenix Crane with hot heads and Jimmy Jibs with hot heads.
There are also Giraffe Cranes and a Super Panther is available.
Sri Lanka is also equipped with most of the above equipment. Hiring locally
would reduce the overall cost on project.
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39.  Steady-Cams & Operators
There are a handful of Steady-cam Operators in Mumbai
and Chennai (India).So Sri Lankan film artists hiring these
equipments from India.
 Generators
Plenty of ordinary generators up to 125KVA. Silent /limped generators up to
125KVA.Now Sri Lankan film artists use this for increased their quality of the
movie.
 Sound
Plenty of Nagras, also quite a few Data with good
microphones are available. There are a handful of highly
recommended Sound recordists with international
exposure working with foreign film crews coming to Sri
Lanka as well as live broadcasters like CNN, BBC etc.
Opportunities in Technological Environment of Sri Lankan Film industry
 Get support from our neighbor country of India
Theatres around the world are installing digital projectors, which use high-definition
digitally-encoded discs instead of celluloid and Sri Lanka also can use this
technology, lower costs and higher quality alone can justify the shift to digital cinema.
Film producers and theatres in neighboring India are turning to digital cinema to
revive the fortunes of their movie industry, so we can learn and hire their experience.
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40.  The key players on the production team are hired for their expertise in
the technical craft of film making. As a result film
producers can achieve their goal.
During the preproduction stages of a feature film, the
screenwriter, director, production designer, and
cinematographer may have widely differing visions
concerning the ultimate look and sound of the film. Each
scene has a series of variables that must be addressed prior to setup and shooting.
Decisions about the technology that is to be used during the principles shooting
will affect what the audience ultimately sees at the multiplex. Through the director
is responsible for the finished product, the key players on the production team are
hired for their expertise in the technical craft of film making.
 Aba’ aims international heights from technology
Having seen the trailer, the officials from China who came to Sri Lanka
recently were highly
impressed with the film‟.
The delegation was on a
mission to share their
knowledge and technology
with Sri Lanka.
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41. Threats in Technological Environment of Sri Lankan Film industry
 Most of Sri Lankan Films were not exposed
internationally.
UCLA in Los Angeles in 1994 and screened “On the Run”,
the audience there was surprised at its style. But Sri Lankan
artists haven‟t money for subtitling.
The other thing was they haven‟t any kind of international connections. That's the
reason why their films didn't get proper exposure internationally.
 Coming up bad copies to the market
Unfortunately, the SIFF screenings were in BETA format and were very bad
copies. They have not a single reprint of a film.
Theatres around the country and world also are installing digital projectors, which
use high-definition digitally-encoded discs instead of celluloid. The downside of
this Digital prints are a pirates' dream because illegal copies can be made easily if
they hack the studios' encryption codes.
 digital cinema at home at near-identical resolution
The availability of true high-definition formats like VHS D-Theatre (in the US) and
Blue-Ray Disc, the successor to DVD, (in Japan) means that viewers can
experience digital cinema at home at near-identical resolution. It is only a matter of
time before these formats go on sale around the world.
 There are movies on demand over cable TV, compressed digital films, and
DVDs in the mail.
It‟s been a long time that movies were just available in theaters, but now there are
movies on demand over cable TV, compressed digital films, and DVDs in the
mail. Technology has changed how one watches movies and can even change
what we watch. The effects of computer technology on film making and sales of
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42. movies are indeed notable because renting or buying a DVD is now fading with
technology hinting at an even greater transformation.
 New digital cameras can capture sharper, clearer footage, and technology
has made special effects increasingly impressive.
Digital technology has also become cheaper and more accessible. The
transformation is at least as sweeping as the introduction of sound or color in the
early 20th century, and it is changing both the business and art form of cinema. In
October of 2003, Disney and Twentieth Century Fox jointly set up a company
website to expand the scope of its services to the home audience via high-speed
broadband internet access and computer data equipment. This in essence, means
that the “home cinema” movie theater image would be more perfect than the
online music market.
 Major issue of camera selection and lens choice
Camera selection may appear to be difficult procedure; however the choice that are
available to filmmakers are somewhat limited. There are only a handful of
professional camera makers. The cinematographer looks at what cameras are
available. The ultimately decision will be made based primarily on the
cinematographer‟s experience and preference. With camera and format in mind, lens
choice is the next major issue.
 Movie theaters would not exist where virtual reality is the predominant means,
and theater owners might not survive the DirecTV and the internet waves.
 The jump in DVD sales by online streaming was affecting not just the DVD
companies but another impact was the extra pressure that was put on studios to get
their films on demand, sooner at the expense of movie theaters. The studios
pointed out that most of the films earned maximum profits in the first few weeks
of release. Leading film makers also opined that theaters are “the most optimum
and profitable exhibition area” of the art form. The impact of technology on film
making and how films may be viewed in future is perhaps more dramatic than the
change witnessed in improving the audience experience.
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43.  Most of local audience not likes to watch Sri Lankan movies because of
quality are not good and they not satisfied because of they
try to compare with
international films.
 The lack of facilities and
technology
„Sarasavi‟ studio which is in dire straits and showed them the
problems about the lack of facilities and technology. But having
seen certain scenes of 'Aba', Chinese official complained that we were making films
with international standards while complaining about the poor facilities‟.
Recommendations of Technological Environment of Sri Lankan Film industry
 Provide better education about how to use technology in a film. So local film
industry can get better output .This can be start from universities.
 Sri Lankan government should provide loans to import these technical
equipments. Because of these equipments are very expensively .as result films
makers can make profits over through their films.
 Hiring equipments from other countries in agreements. Because they might be
increase their rental fee for hiring very often. When we hiring under these
limitations its benefit to us because of low cost.
 Introducing new technologies to the local producers, through promotions and
conferences. Because of most of film producers don‟t know how to use these
for their production .sometimes they use expensive equipments but it‟s not
fulfill their expectations. As a solution of new technology for low cost and can
get good quality.
 Get experience of working with experts. Given scholarships to working with
Hollywood and Bollywood film making teams. And they can share their
knowledge with who work in local film industry.
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44. Natural Environment of film Industry in Sri Lanka
Natural Environment-Definition
The natural Environment involves the natural resources that are needed as inputs by
marketers or that are affected by marketing activities. Some parts of the world are rich in
natural resources. Industries cluster in a region based on the availability of natural
resources.
Natural Environment of film Industry in Sri Lanka
Sri Lanka offers wide variety of locations, the cultural heritage the diverse people and the
scenic beauty, draws Film makers to shoot in Sri Lanka and above all the Sri Lankan
Hospitality.
Naturalists say Sri Lanka is one of the easiest places in the world to spot whales
because whales come very close to the shore.
Sri Lanka has many natural locations,
Such as,
Natural beaches
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45. Water falls
Mountains & plains
Rural village
Rivers
Wild life
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46. Sky scrapers
Latest changes in Natural Environment of Sri Lankan Film industry
Wild Screen visit from Sri Lanka
Some of the most prominent
wildlife and environmental
filmmakers are returning home
after a hugely successful
educational outreach trip to India
and Sri Lanka, organized by UK
based conservation charity
Windscreen.
Supported by the British Council, the Wild screen India and Sri Lanka Film Festival
attracted 1,000s of delegates, with its programmed of award-winning film screenings
and master classes, touring six cities across the countries in a bid to reach, engage and
inspire new audiences to the wonders of the natural world.
This latest trip marks the third time Wild screen has visited India and Sri Lanka, with
previous programmes having taken place in 2007 and 2009.
The 2011 Wild screen India and Sri Lanka Film Festival was held in the Indian cities of
Bhubaneswar, Delhi, Hyderabad, Kolkata and Pune; and in Sri Lanka‟s capital
Colombo.
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47. What is the wild screen Charity?
The Wild screen charity, which sits at the heart of the international natural history media
industry, works globally to promote an appreciation of biodiversity and nature through
the power of wildlife imagery. The Wild screen Festival in the UK has been the world‟s
finest platform to exchange ideas, share best practice and provide training to wildlife and
environmental filmmakers for almost thirty years. And it is through this work that Wild
screen has helped nurture and shape natural history filmmaking as we know it today.
Passionate about conservation communications, Wild screen Outreach encompasses
local, regional and national initiatives – a particular focus for this work is in developing
countries, where pressure on the environment is most critical.
Foreign films used many Sri Lankan locations
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48. Ex:
Location Films
Kandy locations Indian Jones and the temple of doom
Colombo locations Emden men, Midnights children, Mother Teresa,
Gall locations Emden men, Ghosts can‟t do it
Dikwella location Emden men
Peradeniya The second jungle book
Piliyandala Water
Sri Lankan Film producers also make more films regarding these natural locations.
Most of local films use these natural locations. As a
result Sri Lanka famous in the world.
Ex: Sooriya arana Sinhala movie,
Sooriya arana is a 2004 drama film from Sri Lanka, Directed by
Somarathne Dissanayaka. Sooriya Arana film winner of 10
presidential film awards.
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49. Opportunities of Local Film Industry regarding to natural environment
Movie makers eye Sri Lankan locations Highlights
Sri Lankan film producers can produce a film in low cost budget. Because of they
don‟t want to go abroad to find suitable locations for their movies and they can catch
the foreign market also.
As an example: Sri Lankan films got many foreign awards.
Alimankada film participated Shanghai film festival 2010
Malani Fonseka participated 18th Brisbane international film festival. She nominated
for the international critics fipresci award
Akasa Ksum got Jury award, ( Asian film festival in France)
Many international production companies come to film here because of our natural
environment. As a result Sri Lanka
can earn more profits through it.
The environment is one of our
unique selling points. It‟s
simple: good environmental
management has positive effects on the environment and for our industry.
The beauty of our country captured on film is big business. Many international
production companies come to film here because of our natural environment. Tourists
are inspired to visit Sri Lanka by what they see in our country.
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50. Major opportunity of wild screen came to here.
As a result:
 They provide a two day programme in each
city saw a variety of master classes and
workshops being delivered into many
aspects of wildlife and environmental
filmmaking, from industry trends and the art
of storytelling, to managing production,
script writing and career guidance.
 “Wild screen was delighted to have the opportunity to again partner with the
British Council, to enable our return to India and Sri Lanka. And their aim
with this programme is to encourage local involvement in wildlife and
environmental filmmaking and to connect local practitioners with the UK
and international industry. This is a best opportunity to Sri Lankan go to
international market.
 “By bringing some of the world‟s most prestigious industry experts in the
field of natural history filmmaking to India and Sri Lanka, Wild screen can
further its reach and help aspiring filmmakers in regions most affected and
under threat from environmental issues.
Threats in natural Environment of Sri Lankan Film industry
Movie makers do not care about natural environment
This is a high impact industry where there is a perception that film makers don‟t care
about the environment. In fact, they do care – they are talented professionals with a
passion for their craft and a natural affinity for matters environmental.
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51. Every production impacts of the environment.
All organizations leave their footprint on the environment and our industry is no exception. In
the studio and on location, work consumes large amounts of energy and natural resources.
They generate waste and sound pollution.
As an example: When foreign (Bollywood and Hollywood) Movie producers use high
technology to their productions, so it‟s harm to our natural environment.
Recommendations of Natural Environment of Sri Lankan Film industry
We can start to make a difference, helping to increase the public‟s understanding of the
natural world and the very real need to conserve it. Send this message through community,
advertising, and campaigns with famous actors, actresses and film producers.
Let’s face it. If we mess up Planet earth too much, it isn’t like making a movie. We don’t
have a backup location.
Greening the Screen of Sri Lanka
Film producers considering caring for the environment on their next production. All of them
try to do bit for the environment. Greening the Screen – an environmental toolkit for film
industry.
Let’s face it, every production impacts of the environment.
All movie makers leave their footprint on the environment and our industry is no exception.
In the studio and on location, our work consumes large amounts of energy and natural
resources. We generate waste and emissions. We make great use of both natural and built
environments and this adds environmental responsibilities to the production schedule.
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52. Think smart, work better and add value
In all types of industries, people are recognizing that it is essential to factor the environment
into business planning.
Good environmental practices bring cost savings, better risk management and reduced
liability for any production. But equally important, responsible business management
enhances reputation, increases competitive advantage and provides better access to investors
and funding.
There is to be vision of Sri Lanka on film is big business
The environment is key to the success of our screen production industry.
The beauty of our country captured on film is big business. Many international production
companies come to film here because of our natural environment. Tourists are inspired to
visit Sri Lanka by what they see in our country.
The environment is one of our unique selling points. It‟s simple: good environmental
management has positive effects on the environment and for our industry.
Environmental management: setting and achieving transparent and challenging targets for
continual improvement in environmental performance.
An opportunity to demonstrate leadership
An opportunity to demonstrate leadership in environmental management by:
understanding the environmental impacts of their work
showing others what they can do to protect and enhance the environment
Simply doing the right thing whenever movie makers can.
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53. Sri Lanka has a diverse pool of acting talent with a wide range of ethnicities available to the
international production. There are no restrictions or quotas on bringing international cast to
film in Sri Lanka. So government should bring rules and regulations
to protect our nature.
It’s easy to make a difference
It‟s not just what happens on screen that matters. Behind the scenes, there are many
opportunities to introduce energy, water and other resource
conservation measures that reduce or eliminate waste.
Environmentally responsible practices often mean we can
do more with less.
Just to give you an idea, think of all these things which we use daily in movie making that
have an environmental impact:
paper use for scripts
energy use for lighting
catering waste
materials used to build sets
chemicals needed for film processing
technical equipment
Media and information technology.
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54. This is just the tip of the iceberg; there are many more aspects of our work where we can
make a difference.
The environmental toolkit is full of ideas and examples intended to help companies and
productions use their creativity to seek win-win solutions for success on the screen and for
the environment.
Greening the Screen will:
encourage companies to strive to improve environmental performance
help protect Sri Lanka‟s natural, historical and cultural heritage and the value of the
“clean green Sri Lanka” image
contribute to sustainable economic growth in the screen production industry
enhance the reputation and competitiveness of the industry
support the adoption of environmentally responsible practices
Demonstrate sector-wide leadership in corporate environmental responsibility.
Sri Lankan government should fund to protect natural resources
Sri Lankan government should bring policies than before to protect the natural environment
because of Hollywood and Bollywood films also making here. They use high technologies; it
may be create big disaster to our nature.
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55. Legal environment in the film industry of Sri Lanka
Legal environment/factors:
These are related to the legal environment in which the film industry operates. In recent
years in Sri Lanka there have been many significant legal changes that have affected the
industry‟s behavior. The introduction of age discrimination and disability discrimination
legislation and an increase in the minimum wage are examples of relatively recent laws that
affect an industry's actions. Legal changes can affect an industry's costs (e.g. if new systems
and procedures have to be developed) and demand (e.g. if the law affects the likelihood of
customers buying the good or using the service).
 These are the questions someone would have when dealing with issues with the legal
aspect of the film industry
 Are there any legal problems with using a specific product in my film?
 Can I use a song or other copyrighted work in my film if I change ... percent of it?
 Can treatments be sold to film studios or production companies to adapt them into
screenplays?
 Do I need permission to use locations in my city?
 Do I need permission to use my actor's image in my own films?
 Do I need to get my film rated before I can show it to an audience?
 Do I need to get the rights to music used in my film if I am not charging people to
view it?
 How do I 'copyright' my company's name?
 How do I check whether my movie name is available?
 How do I copyright my script?
 How do I get the rights to adapt a book into a screenplay?
 How do I get the rights to use a song/music in my film?
 How do I prepare a prospectus and/or investor memorandum for my film?
 How do I start a film production company?
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56.  If I show my character watching TV, do I have to get permission show whatever is on
the screen?
 If I use fake guns in a public place am I legally obligated to inform the local police?
 Is it necessary to obtain a release from everyone whose face appears on camera?
 What good legal resources are out there?
 What type of insurance should a filmmaker consider?
 What's the deal with referring to copyright/trademarked material in a script?
 Why should I copyright my work?
Legal environment in the Sri Lankan context
There‟s a mechanism for censorship.
Screening of movies has to obtain prior permission from the board of control for screening in
movies of Sri Lanka.
Latest changes in the legal Environment of film industry
Minister given powers to intervene and stop screening.
Opportunities of the Legal environment
High standard good quality productions done ethically.
A good legal structure protects the players of film industry and encourages
them to pursue their talents without fearing that the industry will fall.
A solid legal environment ensures that the industry is stable.
Consequently, a sound legal system reflects professionalism in the industry.
To silence certain unbiased accusations.
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57. To prevent from certain people using the law unnecessary to sabotage the
movie.
To prevent petitions or motions.
To stop piracy.
Unauthorized access blocked.
Original productions are preserved.
Good productions come out because of a strong legal background within the
industry.
Threats in the legal environment of Sri Lankan Film industry
Some films are not allowed to shown in the Sri Lanka because they do not pass through the
censorship test. Legal restriction as such discourages producers and directors to make films
that address forbidden yet important issues in the society.
Corrupt people try to overpower the legal system through bribes and threats. These
incidences harm the credibility and stability of the industry.
 Privacy policy.
E.g. Actresses certain scenes exposed among people and media.
 Taking legal action because of copy right issues.
 Because of jealousy and to sabotage the film taking unnecessary legal action and
depriving the film of screening in Sri Lanka.
 Producers and directors going above the law and taking mean advantage of the actors.
 Actors not paid and filing cases against producers and directors.
 Terms and conditions not stated properly.
 No legal entity or board, specific lawyers to look into matters regarding regulations
and legal issues.
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58. Recommendations of the legal Environment of the Sri Lankan Film industry
Establishing a solid legal entity to look into matters in the film industry.
Well conceived regulation can encourage completion and ensure fair productions ,thus
governments develop public policy to guide commerce sets of laws and regulations that limit
business or production to the of society as a whole.
Written regulations cannot possibly cover all potential production or marketing of films,
beyond written laws and regulations, films are also governed by social codes and rules of
professional ethics.
Copyright and Intellectual Property: In order to secure meaningful distribution
for a film, a producer must be able to prove that he or she owns, or has a
license to use, EVERY piece of intellectual property in the film.
Screen credit:
The copyright owner might ask for screen credit in exchange for the
Producer‟s use of the work. It is important to be careful about granting too
Many screen credit rights too early in production, especially for general areas
Such as “Producer” or “Executive Producer” because distributors and
Investors often have specific screen credit requirements. For example, an
Investor might require a credit as being the only “Executive Producer.” If a
Producer has already agreed to give an executive producer credit to someone
Else, this could interfere with the producer‟s ability to close a good investment
Deal.
Other provisions:
An agreement may deal with the right to write the screen play, the right to
write any sequels or television versions, or the rights to produce live stage
versions, novelizations, and derivative works based on the screenplay. In
some instances, rather than actually licensing a screenplay, a producer might
“option” a novel or screenplay. An “option” means that the producer has paid
an author a fee to “tie up” the story, for a limited period of time so that no one
else can produce it while the producer searches for finance or distribution.
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59. Legal aspects involved with the Film Industry
Copyright and Intellectual Property:
In order to secure meaningful distribution for a film, a producer must be able to prove that he
or she owns, or has a license to use, EVERY piece of intellectual property in the film.
“Intellectual property” includes many things, such as the right to use the screenplay, the right
to use the music in the soundtrack, the right to use the title of the film, the right to use any
brand names that appear in the film, ownership of the actors‟ performances and many other
issues. It is critical that a producer be very conscious and organized with regard to intellectual
property.
Representations and warranties:
This is the part of the agreement where the current copyright owner represents and warrants
that he or she actually owns the copyrights and can freely transfer over the rights to the
producer. A producer can check on the state of copyright ownership by getting familiar with
the Sri Lanka Library of films database at National Film Corporation.
• Price:
A producer might pay an up-front fee for the use of copyrighted material, or might grant a
royalty in any proceeds from the film, or even a combination of both.
• Screen credit:
The copyright owner might ask for screen credit in exchange for the producer‟s use of the
work. It is important to be careful about granting too many screen credit rights too early in
production, especially for general areas such as “Producer” or “Executive Producer” because
distributors and investors often have specific screen credit requirements. For example, an
investor might require a credit as being the only “Executive Producer.” If a producer has
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60. already agreed to give an executive producer credit to someone else, this could interfere with
the producer‟s ability to close a good investment deal.
• Other provisions:
An agreement may deal with the right to write the screen play, the right to write any sequels
or television versions, or the rights to produce live stage versions, novelizations, and
derivative works based on the screenplay. In some instances, rather than actually licensing a
screenplay, a producer might “option” a novel or screenplay. An “option” means that the
producer has paid an author a fee to “tie up” the story, for a limited period of time so that no
one else can produce it while the producer searches for finance or distribution. Eventually,
the producer will either let the option expire, or will “exercise” the option by entering into an
agreement to produce the screenplay into a film.
• Is a copyright assignment or a license always necessary?
Whether or not a producer needs to obtain copyright permission depends on the source of the
film concept. For example, a producer will need a copyright assignment or a license if the
film is based on any kind of existing work such as a novel, short story, stage play or a remake
of an older movie. On the other hand, a producer will not need a copyright assignment or a
license if the film is made from his or her own original idea or a true event. For example, if
you were to write a screenplay from scratch, that screen play would belong to you. However,
as a producer you will still need to license the screenplay to the LLC that holds the film. If
a producer writes a film with a partner, it will be important to have a co-authorship agreement
describing how the authors plan to share the rights related to the screenplay. True events
cannot be owned by anyone, and therefore do not implicate copyright issues, although an
author‟s description of the event is protected. A producer should be careful about portrayals
of real individuals, living or dead. There is a highly complicated legal interaction between the
right of free speech under the Film Amendment to the Sri Lankan Constitution, and the right
of individual people (and sometimes even companies) to live free from defamation and to
enjoy certain rights of privacy and publicity. The individual a film portrays could potentially
sue the producer for defamation or violation of privacy or publicity rights, and even a small
chance of potential liability will make investors and distributors nervous. If possible, a
producer should try to get written permission from the individuals portrayed in a film,
especially if those individuals are not public figures.
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