He had raised the issue at the audio launch of Tamil “Snehavin Kadhalargal”.
“We have been thinking about implementing a cap on promotional activities of films. Very soon we plan to restrict the promotional costs of any films to Rs.40 lakh, irrespective of its budget. So, there will be a fair play for all kind of films in the industry,” Keyar told IANS.
“Big budget films pump in crores for promotional activities, whereas small films can’t cough up so much money. This is affecting the smaller films that release alongside star films. We feel there should be fairness when it comes to promotions,” he said.
Budget restrain will boost filmmakers’ creativity.
“I think it will help films to promote creatively. There are mediums beyond television and print to be explored and I feel this will give them that opportunity,” he said.
He discussed the idea with other producers.
“They feel this could be implemented. However, we have to take unanimous decision to implement it. Therefore, this will take a while,” he added.