We saw things in perspective. The only way you can make a film without compromising is to make a film cheap. The simplest way to make a cheap film is to have a backend equipment company. So that's Arclightz. And how will Arclightz run? We will earn our equipment cost within three or four hirings and by the third film we will have no equipment costs. So that film will be cheaper. It will not be much cheaper but will at least save a crore of rupees on a seven crore budget.


And then some of the set props we make can be used again. And everything is backend. We don't spend 35 lakhs on the publicity, we spend 25 lakhs and own the unit. Today if I buy publicity equipment, it will cost me 25 lakhs. But now that I have made the investment, I will have that equipment free to make the next film. So slowly, slowly there will come a time when I won't have to spend any money on too many things.


Going Digital


Internet is a medium which is there for the taking right now. Like television was at one point. I want to there when that medium happens. This time I won?t let go of the opportunity, like I did with television. I have a camera and filmmaking equipment. Tomorrow, if I'm not making a film for 20 days and if this medium catches on, then I may make a 10-minute film for this medium. All the companies are finally going to tie up.


So then the entire unit may finally turn out to be self reliant. And mutually beneficial if all my partners think alike. It is not about just about making the Internet company successful. At the backend is software, which comes from the creative team at Dreamz Unlimited. For the equipment we have Arclightz. So all three should be interdependent which I believe is the correct model to have.


I see a huge studio with post-production facility on one floor and equipment storage on one floor and the office of the creative on top. So when you come in, you get the three mediums under one roof. And if that company can be a five-star hotel with a multiplex inside and three floors of office, it would be great. And that, without being pompous, is the dream behind SRKWORLD.


Dreamz Unlimited


The logic of Dreamz Unlimited is not to make money but to make different films and to make sure not to lose money. We should not have to sell our houses to run the company. So when I decided to join hands with Aziz and Juhi for Dreamz Unlimited I was very clear that the company should be self-reliant. I was not aiming to be the biggest film producer in the world but I wanted that we should be able to make our kind of films without being dependant on producers who were not like-minded.


Our first film, Phir Bhi Dil Hai Hindustani, was not as successful as we would have liked it to be, but the publicity has made us a name in the market within a year. Today, if I ask you what is the name of Sunny Deol's production company, you would probably not recall Vijeyta Arts. But everyone knows Dreamz Unlimited.


TV


Since I entered films through television, I do have a soft corner for the medium. A few years ago, I was trying so hard to convince all my friends to get a headstart in television but no one thought it was good idea. In fact, I had spoken of doing a game show, but everyone around told me that people won't accept a big screen star who appears on the small screen. So now, a little late perhaps, we are starting to provide software for television, though not necessarily featuring me. Once again, the idea is to make the kind of programmes that we would like to watch, programmes which don't insult your intelligence. We know we can provide content which is at least a little above the average.


Vision


My childhood was not a wealthy one, but a contented one. My family was not rich but then we never saw poverty either. Since my father had been a freedom fighter he had a lot of connections and he could have gone on to become a lawyer or a politician, but he tried to set up his own business. He tried his hand at many businesses but he was too nice to make money at someone else's expense, so he was never very successful. He was never depressed or unhappy though. I call him the most successful failure.


At the Asia '72 Expo, he got permission to set up a chola batura stall. He hired a small staff to prepare the dish and it was a huge hit because it was right next to the Russian Centre, which had samples of mud from the moon. We made money from it but he distributed it amongst the people who worked with him. Then, he had a transport business but his partner cheated him. He had a refinery business. He also had a huge furniture business. My mother felt that he was too nice a man. He couldn't take advantage of people. He would just give out money. At one point he used to also run the canteen at the NSD. To date, actors like Mr. Raj Babbar and others owe him some money.


That's the way he lived and that's the nature I have too. But I also saw my mother suffer because of his niceness. I realised when my mother died that there is a reasonable essential quality about money. Since then I have always remembered one thing: you should do business to the extent that you have a position of choice. You get that position of choice when you fulfil your basic needs. It should not be that you don't marry because you don't have enough money. That is my basic line of thought when it comes to business. Even when I price myself, I don't go according to my stardom or the market rate. My price is based on how much I require. There are a lot of times when I have been underpaid because of this attitude and there are a lot of times when I have been overpaid too.