On the eve of IFFI in Goa, Shekhar Kapur (movies and tv series) sounds less like a gatekeeper and more like a host. He's talking about an opening that feels like a street party, a film market that actually moves money, and tech that regular filmmakers can touch - not just hear about on stage.
What's changing
- AI and new tech baked into the festival - not bolted on.
- WAVES Film Bazaar growing into a true international marketplace.
- Audience-first energy, starting with a Goa carnival-style opening.
Tech in the aisles
Kapur's pushing an AI hackathon inside the WAVES Film Bazaar, with hands-on demos in partnership with Larsen & Toubro and Google. "AI is becoming such a big controversy all over the world, but it's so democratic," he says. "It's trying to give more people more tools."
That's the bet: put tech where filmmakers already are - market floors, pitching rooms - and let it solve real problems. Not a keynote, a workshop. Not a panel, a prototype.
Film Bazaar, bigger and more global
The WAVES Film Bazaar is Kapur's engine for international traffic. It's where projects get pitched and deals actually start. "We're hoping to attract a lot more people to the WAVES Film Bazaar," he says, pointing to collaborations between filmmakers of Indian or Asian origin and partners who want to shoot in India.
If you work in sales or acquisitions, you already know: a busy market beats a fancy red carpet. The goal is to make this one of those markets. You can track the platform here: Film Bazaar.
Money that matters: India's 40% rebate
India's production incentive has stepped up - from 30% to 40% cash rebates for international shoots. Kapur points to "Santosh," a British-Indian production that used the earlier 30% and went on to represent the U.K. in the Oscar race. "The producer (movies and tv series) of 'Santosh' actually got his 30% back, and he said it was the easiest deal he's ever made."
Here's what that could mean: more diaspora-led projects setting up in India, more service work for local crews, and faster decisions from financiers who've been waiting on predictable cash flow. The government's facilitation hub is here if you need the fine print: Film Facilitation Office.
A festival for the city, not just the industry
Kapur's also tweaking the vibe. He's opening with a Goa carnival-style ceremony that's meant to pull locals in, not keep them out. "The International Film Festival of India is the only film festival in the world that is called Indian Film Festival," he says, contrasting it with city-branded festivals. The subtext: this one should feel like it belongs to Goa - and the people (movies and tv series) who live there.
The festival draws around 20,000 attendees now. Kapur says he can push that to 50,000 next year. Not only industry badges - actual audiences.
The lineup - and the limits
Programming-wise, Kapur calls this the strongest edition in years. Ten titles screening at the festival have been submitted by their countries for Oscar consideration. That's a real signal to audiences who want a tour of the year's global standouts.
But he's candid about the challenge: getting top competition films is hard when Cannes and a handful of others lock up the headlines and deals. The counterplay is to double down on what IFFI can own - a growing Film Bazaar and production incentives that take projects from pitch to shoot.
Dates to circle
IFFI runs Nov. 20-28 in Goa. WAVES Film Bazaar runs Nov. 20-24. If you're doing meetings, plan your slate talks early - the Bazaar window is tight.
Why this matters if you work in movie news
- More tech on the ground means new angles on coverage: tools, case studies, and crews testing AI in real workflows.
- The 40% rebate gives you a finance hook for stories on co-pros, especially with diaspora talent.
- A carnival-style opening signals a broader audience push - which usually means bigger local buzz and better photos, not just panels.
One last thought. If Kapur succeeds, IFFI could become the place where a filmmaker walks in with a deck and walks out with a plan - creative, technical, and financial. And honestly, that's the kind of festival cities grow around.
If you're tracking the AI piece of this shift and want a quick way to get smart on tools and workflows, here's a useful roundup of courses: Latest AI courses.
