[Reader-list] Madan Theatre Ltd
clapstick 2002
clapstick2002 at hotmail.com
Tue May 25 20:02:44 IST 2004
Madan Theatre Ltd: Knowing the Company Better
Posting by Biren Das Sharma
Madan and Sons entered in entertainment business in 1902 first by acquiring
two theatre companies in Calcutta and then in the film exhibition. Jamshedji
Framji Madan, a wine merchant who came to Calcutta from Bombay at the age of
12, started its film venture in 1902, when he introduced tent shows of films
in the maidan in the vicinity of the Esplanade. The films shown were all
foreign imports. Earlier Madan had introduced glamourous Parsi theatre to
the city of Calcutta for the first time and his own theatre house, the
Corinthian Theatre, became a well-known place of popular entertainment.
Parsi theatre introduced painted backdrops and all sorts of stage gimmicks
with high production value and also cast women in female roles which was a
taboo then. By 1910 Madan had constructed the first permanent show house in
Calcutta and became a familiar name in the entertainment business. In 1916
Mad produced the first Bengali feature film Jamai Sasthi directed by
Jyotish Banerjee who was the manager of the Corinthian Theatre. After the
end of the First World War the company witnessed rapid growth and became a
joint stock company in 1919. The Formation of the Madan Theatres Ltd indeed
was an important event in the history of Indian cinema because in the
following years the company developed into an empire. By 1920, the total
number of theatres either run solely on our accord or in association with us
was 37. Besides this number, 14 theatres took films on hire from us. This
makes our circuit 51 theatres in 1920 said J. J. Madan, who was the
managing director of the company. By the end of 1927 this had increased to
85 of which 65 houses each showing twice daily were own by the company
itself. Which meant that the company had a sole control on a quarter of all
cinema halls in India.
The distribution of films in the 1920s were controlled by several
distributors and importers including the Madan Theatres Ltd. There were two
American distributors who were directly marketing films produced by their
parent companies. In addition to feeding the companies own chain of cinema
halls Madan also was supplying films to 20 Indian distributors regularly. In
1927 the company took the initiative of importing the Furlitzer Theatre
Organ, famous for its sound effects and music, for its own theatres spending
over Rs. 65,000. The Company owned 10 cinema halls in the city of Calcutta
alone each had nearly 30 to 40 employees. Altogether nearly 2500 persons
were under the companys payroll and were engaged in the film business
alone. Around this time the Universal expressed its desire to buy the
company and had offered a lucrative sum. J. J. Madan recalled, When I was
abroad there was some talk of American as well as British houses buying our
circuit. Well, it meant a great publicity for my firm and it enhanced the
prestige and popularity of my firm.
Madan Theatres Ltd was producing an average of 6 films per year and had list
of nearly 60 films produced by the company itself till 1927. Among them Pati
Bhakti, Jayadev and Ramayan was the most popular titles. Also produced 9
educational films for other agencies and public bodies such as Bengal Public
Health Department. It would be interesting to note that the usual practice
was to send the negatives of Indian film abroad and getting prints made
there and shipped to India. The negative were not brought back immediately.
>From 1925 to 1927 the company had censored a huge total of 5,629 reels
mostly films imported from America which was nearly 1200 more than its
nearest competitor the Universal film Corporation of Bombay. Rental of films
supplied to other exhibitors varied from Rs. 75 to Rs. 300 depending on the
population of a particular locality. According to the company a cinema hall
would not be a viable business if the local population was less that 40,000.
Being the single largest importer the Madan enjoyed a significant control on
the distribution and exhibition market in India. So far as imported prints
were concerned the usual practice was to destroy the old prints and furnish
the producer abroad an affidavit that the film had been destroyed.
Madans aggressive business policy drew a lot of criticism. Yet the
companys motto was simple enough, Quality tempered with price in
production will always determine the film market of the world. Excellence in
product alone is the factor of success. Whose product? Anybodys, any
countrys product so long as it is best and at the right price.
_________________________________________________________________
Contact brides & grooms FREE! http://www.shaadi.com/ptnr.php?ptnr=hmltag
Only on www.shaadi.com. Register now!
More information about the reader-list
mailing list