"Filmfacts". Published two months after the 1st International Film Festival of India, Neepa Majumdar (in her 2012 book Global Neorealism: The Transnational History of a Film Style) wrote that the magazine "saw the festival as an opportunity for Indian film [actors] to be expose to quality films" and established themselves as leading actors. In the first issue, a manifesto was declared: It is from this dual standpoint of its industry and its patrons, whom comprise the vast audience of movie fans, that Filmfare is primarily designed. This magazine represents the first serious effort in film journalism in India. It is a movie magazine—with a difference. The difference lies in our realisation that the film as a composite art medium calls for serious study and constructive criticism and appreciation from the industry as also from the public. The Filmfare Awards (1953–2001) In the next year, Filmfare instituted the Filmfare Awards (previously Clare Awards, named after Clare Mendonça). Modelled after the Academy Awards, the winners were voted by a total of 20,000 of the magazine's readers. The first iteration's ceremony took place at Metro Cinema in Bombay on 21 March 1954, and only five categories without nominations were presented: Best Film, Best Director, Best Actor, Best Actress, and Best Music Director. The award has been considered one of the oldest and most prominent film awards in India; Business Line called it "one such coveted award". In 1957, Filmfare published the "Self-portraits" series, where several well-known actors at the time, including Ashok Kumar, Dev Anand, Dilip Kumar, Meena Kumari, Nargis, Nutan and Raj Kapoor, were invited and accepted to explain themselves and their life experiences. The magazine faced controversy after the actress Sharmila Tagore did a shot with her photographer Dhiren Chawda with only wearing a two-piece floral bikini for its 19 August 1966 issue. The first time for an Indian celebrity to pose with only a bikini for a magazine cover, she revealed that it was her personal choice but later admitted she had "no idea" why she wanted to. In association with United Producers (a group formed by G. P. Sippy, Shakti Samanta and B. R. Chopra), Filmfare organised the United Producers-Filmfare Talent Contest (also known as the All India Talent Contest) in 1965. In the 1970s, Rauf Ahmed worked as the editor of the magazine, replacing B. K. Karanjia who had filled the position for 18 years. Talking to Daily