Condemning the remarks made by Sri Vishwa Prasad, Head of People's Media Factory, against members who worked in the Art Directors department

To the entire film industry, the public, and digital/print media, It is well known that Art Directors play a vital role in presenting or creating the visual form of a director's imagination according to the story of the film. The Art Direction department is an extremely important sector with the intellectual creativity to recreate and present an imagined vision in visual form.

Recently, in a prominent media channel, the said producer from People's Media made derogatory comments by describing the Art Directors department as an "Art Mafia." The Telugu Cine Art Directors Association strongly condemns these statements.

Before the start of a film, after the story is finalized, the Production Designer/Art Director prepares the designs, and only after discussions with the Cinematographer and the Director's inputs are the budget and set construction plans presented to the producer. During set construction, if the Director suggests additions, changes, or improved ideas based on the story, such alterations carried out with the producer's approval-can increase or decrease costs. Every producer who makes a film is aware of this process.

We also acknowledge that this particular producer has, in recent times, produced several films, thereby providing employment to many workers, and for that, we express our gratitude on behalf of the workers.

However, instead of discussing the matter concerning his own film through the Film Chamber-where he could have practically examined what happened or at least seeking clarification from the Production