NEW DELHI: The 2500th award will be given away at the 2012 annual Filmfare awards ceremony, which is the first private sector film award instituted in the country in the fifties.
Terming the 57th Idea Filmfare Awards 2011 for this reason, Worldwide Media CEO Tarun Rai said Filmfare was not fazed by the large number of other awards since ‘the Black Lady has had a head-start of fifty years‘.
The awards are selected by a two-way process: the readers send in their votes, and the jury then shortlists the award-winners from the films nominated on the basis of the votes received. However, this does not apply to the Critics Awards which are picked by a jury.
He said the next ceremony would be on 29 January 2012 at Film City in Mumbai, thus giving readers adequate time to react over the releases of 2011.
Aditya Birla Group chief corporate affairs officer Rajat Mukarji said that Idea Cellular would be sponsoring the awards for the fourth time in a row.
Imran Khan, who presented the show along with Ranbir Kapoor in the last award ceremony, said that they ensured that no film personality was hurt or offended by their presentation. He admitted that taking on the show after Shah Rukh Khan and Saif Ali Khan had done it for two years prior to their coming in had made it a daunting task. It was particularly ‘scary‘ for him the first time since it was just six months after his debut. Imran is in Delhi to learn Haryanvi and do rehearsals for a new film he will be doing shortly. Speaking for himself, he said audience appreciation mattered more to him than awards.
Mukarji added, "This year of Idea Filmfare Awards is special as it also celebrates the centenary year of Indian cinema and coincides with Idea crossing the 100 million subscriber mark. With Idea‘s 3G services, our over 100 million subscribers will now get an opportunity to experience the best mobile experience across various platforms. Idea will also enable its subscribers to access movie content and results of the Idea Filmfare Awards on their mobile phones."
Coincidentally, the Indian film industry is entering its 100th year in 2012. Filmfare was founded in 1952.
