By Shruti Sunderraman/ Mumbai/Guardian News and Media

Mumbai will forever be associated with cinema - but the story of how Bollywood’s home has rescued its film festival through people-power is a powerful indicator of just important that bond is to the city.
Following the withdrawal of the Mumbai Film Festival’s long-term title sponsor last year, a period of uncertainty left its 16th edition under serious threat. With less than two months to go, a crowdfunding campaign hashtagged #Pledge4MAMI was started by film critic Anupama Chopra. The campaign went viral on social media, drawing support and funding pledges from prominent members of the film industry, regular festival-goers and film buffs alike.
Actress Kalki Koechlin, who hosted the opening night of the festival on October 14 without charging for her time, said the necessity of crowdfunding had turned the event into a “people’s festival.”
“This just goes to prove the absolute and complete love for cinema that Mumbai has,” Chopra added. “The support that has poured in for the festival reinforces the fact that Mumbai was, and always will be, the cinematic capital of India.”
Festival-goers and Bollywood members alike say the crowdfunding exercise has created an extra emotional connection to this year’s festival, which ended on October 21. One journalist announced her contribution in the middle of a press conference being held by the festival organisers. “In a world where everything is measurable, the support given to Mumbai Film Festival 2014 reflects that you cannot put a value on the culture of a city,” Chopra said.
Apart from Koechlin, an array of leading film industry figures including Chopra’s husband Vidhu Vinod Chopra, Aamir Khan and Deepika Padukone, plus industrialists such as Anand Mahindra, have all contributed heavily to the festival with their time and personal funds. The festival welcomed legendary French actress Catherine Deneuve, who received its lifetime achievement award on the opening night and held a masterclass session with Padukone.
According to Anupama Chopra, who recently launched the YouTube channel Film Companion, the contributions of so many members of Bollywood and residents of Mumbai have enabled the festival to become a platform for bridging the so-called divide between art house and commercial cinema.
Known for showcasing independent cinema, the festival has greatly contributed to the film culture of Mumbai. “Every year MFF has given us Mumbaikars access to thought-provoking cinema,” Koechlin said.
The festival, having previously been conducted predominantly in south Mumbai movie theatres, has now shifted its venues to the western suburbs. Shyam Benegal, chair of festival organisers the Mumbai Academy of the Moving Image, explained: “Because we had strong sponsorship all these years, we were able conduct screenings in south, western and central Mumbai. Unfortunately this is not the case this year, but we will work on branching to more venues in 2015.”
However, Chopra believes the shifting of the venues has had benefits too. “Conducting the opening night of the festival in Chandan Cinema, which is one of Mumbai’s oldest, is a different feeling altogether.”



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