AS Prakash is one of the most prolific art directors in the Telugu film industry. He has several hit films like Srimanthudu, Dookudu, Mirchi, Legend under his belt. Yet he shies away from media. Gulte managed to interview AS Prakash who is usually calm and reticent yet busy with a slew of films. A chat-athon with an art director who worked for nearly 50 films and worked for almost all big stars in the industry.
First Break:
I came from an ordinary family which has no filmy connections. We hail from Vizag. I completed Fine Arts course in Andhra University and came to Hyderabad in an aim to crack Group exams. But destiny had different plans for me. When I was going through a newspaper, I came across an advertisement inviting applicants from art background to work in Ramoji Film City. More than for job, I applied for it to see RFC once. I attended the interview and got selected. I got offer letter but I didn’t have much interest to take up the offer. I received offer letter for three times and then I gave it a thought.
I asked my father and he advised me to take up the job considering that Ramoji Rao garu has great reputation and his organisation is well-known. I joined as an assistant to Department Head Nitish Roy who was quite impressed with my work and we get along easily. It’s there (RFC), I got chance to explore cinema.
Director Sukumar and producer Dil Raju are looking for a new art director for Allu Arjun-starrer Aarya. They got to know my ability and approached me. I was interested but due to some reasons, I went to my home and couldn’t make it. They (Director Sukumar, producer Dil Raju) had waited for me for three-days for my return. Knowing it, I decided to work on the project. That’s how I landed up into films. Yet my family didn’t like the idea of me joining films but slowly they came to terms with it. Since then I never looked back. I worked for several films under Sri Venkateswara Creations. Sukumar garu and Dil Raju garu gave me life in the industry.
Working with stars:
Working with star heroes is definitely a good thing as your work would get noticed by large number of people. Mostly, star heroes don’t have much conditions for sets. Only if there is any special song involved, they brief me in advance. Rest of the times, I coordinate with director and cinematographer.
Challenges:
Art direction is not easy at all. In fact, it’s so challenging and a Herculean task. Striking perfect balance between lavishness and budget constraints, meeting deadlines and yet winning hearts of all is part and parcel of our work. At many instances, there is a possibility to lose cool. But we’ve to suppress it and wear a smile on face.
Not Interested in Going Places?
Actually, I got several offers in Tamil and other language films but I didn’t get chance to take up as I was occupied with my work in Telugu. If all goes well, I don’t have any qualms in working in other languages. But as of now, I’d love to continue in Telugu.
Why Not Events?
These days many of art directors are into events, high-profile weddings. In fact, there is more money involved in it. Yet I restrained myself from taking part of the events as I’m passionate about films and want to continue working for films.
On Media-shy attitude:
Since my childhood, I’m so calm. I’m friendly yet will take some time to build rapport. Yes, I’ve been away from media for long time as I got busy with work. I believe that my work should talk more for myself.
After Srimanthudu:
Definitely big offers have been raining after Srimanthudu. Since movie is second highest grosser in Telugu, my work is getting noticed. Hero Prabhas has personally called me and appreciated my work in the film. He said he loved the sets in Srimanthudu. Despite being busy with Baahubali success, Prabhas taking time off and complimenting me surprised me.
Upcoming Projects:
Upcoming films include VV Vinayak’s Akhil in which one could get to see 8 sets. Also I’m working on Ram-Raashi Khanna starrer Shivam and another movie of Sravanthi Movies. Between I’m getting several big offers, but I only decided to go slow and spend quality time with family. Many other films are in discussion stage.
Awards?
Since I’m not into much publicity and I haven’t talked about my work, I lost several awards. Not many know that the house in Seethamma Vakitlo Sirimalle Chettu was a set erected for two big stars Mahesh Babu and Venkatesh. Until I came and told, no one knew about it. Since no one know about my work, I missed many awards.
Advise to Newcomers:
My sincere advise to newcomers who would like to become art directors is to work hard without expecting much. Only if they’re very passionate about films, they should foray into films. Because, it take long-time to get recognition in the industry and start an earning. At the same time, it’s not a bad place to work. Only thing is that one should have enough patience.
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