Ashwini Dutt is a proud and contented man today. Ahead of the release of 'DevaDas' on Sept 21, the producer talks about the film, his future plans for his banner, interest in politics and more.

Proud of 'DevaDas'

This is my 45th film as a producer. This is the first direct Vyjayanthi Movies product that's coming in a long time. I am happy that we have just made one more multi-starrer under our banner. We are unveiling the audio on Sept 20, which is ANR garu's birthday.

How it all happened

My good friend Sridhar Babu once had narrated a line to me. With me liking it, I okayed the project. Bhupathi Raja penned a nice script using the story. And Sriram Adittya penned the screenplay. Most new-age films being made today are coming from young directors. Sriram is one such director. He has done Engineering and can handle stories very well.

Friendship in 'DevaDas'

The film talks about the importance of friendship. Sai Madhav Burra has penned nice dialogues. This is Mani Sharma garu's 17th film with us.

That's why Sriram Adittya

We searched for a director for three months after the story was written. We zeroed in on Sriram as we felt he would be best suited. I like his movies 'Bhale Manchi Roju' and 'Shamanthakamani'. We chose him for this project during the making of the latter.

Nagarjuna is a changed artist now

This is my first movie with Nagarjuna garu after 'Azad'. In the past, he would just come to the sets, do his part and go back home. But now, he is passionately involved in many crafts like NT Rama Rao garu used to be. Before this film, Nag garu had done four movies with us. Both Chiranjeevi garu and Krishna garu too have done four movies each with us. Nag garu is the one hero who has done the highest number of movies in our banner.

Most satisfied today

We are sentimental about the last week of September. I am pretty much satisfied with my career as a producer. Many households in the Telugu states know me. I never imagined that I would reach this position and produce so many prestigious movies. Failures happen and they are unavoidable. It makes me so satisfied to fight back. I am proud that my daughters have come back from America (where they went to study) and producing movies.

Money doesn't matter much

Had I been only after money, with the investment I had at my disposal in 1973, I would have brought lands in T Nagar (Chennai) and become a millionaire. I don't see everything in terms of money. I am satisfied with the respect I have earned. I have worked with three generations of actors from different families. My children will take the baton forward now. It was NTR garu who christened our banner as Vyjayanthi Movies. The strength of the name has stayed with us.

Luck matters

One can't do anything without perseverance. There are so many out there who can work harder and who can think smarter than us. In the film industry, luck matters a lot. Talent alone doesn't suffice.

Upcoming movies

Nag Ashwin has started penning his next movie. When he narrated a line to me in the past, I felt Chiranjeevi garu would be apt for the film. But I don't know how the story is progressing now. In January 2019, my film with director Atlee of Kollywood will start rolling. I have a film lined up with NTR and it will happen only after Rajamouli's film is done with. There are two projects lined up with Vijay Deverakonda. The first of these will be directed by the Raj-DK duo (of 'Shor In The City' fame).

I want Swapna and Priyanka to make films not just in Telugu but also in Tamil. After 'Calcutta Mail' and 'Company', we haven't produced any Hindi movie. Nag Ashwin, too, is doing Hindi. We have partnered with Viacom Motion Pictures 18 for 'DevaDas'.

Success rates are low

There is a need for the success rate to rise in the industry. Producers today, fortunately, have TV, electronic media and overseas rights, which are a huge advantage. Multiplexes are also helpful.

Budgets go up naturally

When you are intent on delivering quality, the budget will go up. 'Mahanati' was estimated to be made in Rs. 16 Cr. I thought it's too big a budget. But since it's a film on Savitri garu, I decided it be made without any compromise. Eventually, the budget went upwards of Rs. 28 Cr!

No electoral contest

I am ready to campaign for the TDP if asked. But I won't contest. I will do my bit for the ad campaigns, though. When NTR garu founded the party, I supported him only because I was convinced that he will do good. And I have supported Chandrababu Naidu garu because of the work he had done in Hyderabad. I am a Communist otherwise. My father was a Communist, too. Many have asked me to contest the upcoming elections. I am not interested in contesting at all.