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Introduction

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Globalization has made the world a very small place. Now the countries act like neighbors. They
share human resources, technologies, and experiences. The project, Krrish is a perfect example
of globalization.

Q1: How has Indian Film industry evolved through ages?
Since its establishment, the Indian film industry has evolved very slowly. Through decades of
work, it has made its position among the international community. The period of its
establishment can be divided into four phases. They are described below:
1) 1920 - 1950: The early days of Indian cinema
 The time between 1920 and 1950 is known as the early days of Indian Cinema history.
 In the 1920‟s a lot of silent films were released such as Sawkari Pash, Shakuntala, Guna
Sundari
 The first talkie film was released in 1931 which was named as “Alam Ara”.
 Satyajit Ray was the gem of the industry.
2) 1950 - 1960: A golden age of Indian cinema
 The Golden Age - 1950's to 1960's - that produced some of India's most critically
acclaimed films and memorable actors of all time.
 Indian cinema moved one step further with the release of K Asif's Mughal-e-Azam in
1960.
 Aravindan, Satyajit Ray, Shaji Karun and several other art film directors were making
movies that took India to international fame and glory.
3) 1970 - 1980: The angry young man awakens
 Under this period there was a great political instability, falling of money exchange
value and corruption was going up
 The directors started making the movie to show the angriness of the young man.

 The 1970's saw the rise of greatest superstar, Mr. Amitabh Bachchan, in film
"Sholay" in 1975, whose role was as "Angry Youngman".
4) 1990 - 2000: Bollywood gains global popularity
 After the introduction of LPG, India got the opportunity to move out of its border and
adapt advance technology.
 The success of “Dilwale Dulhania Le Jayenge (DDLG)” in 1995 showed that world is
the market for Indian Films.

Q2. How the project (Krrish) did created taking into consideration Indian
Diaspora abroad?
Indian Movie industry, notably Bollywood, has come a long way in the last two centuries. Today
it is the biggest movie industry in the world in terms of number of films. With huge spread of
Indian diaspora and the growth of brand India, it has made its road in the international markets.
In this process Bollywood has become globalized and it is also introducing itself to the world.
In the creation of the project (Krrish), Mr. Roshan considered several things to make sure the
Indian Diaspora abroad:

Looking the world as one market and considering the needs & tastes of the whole world
rather than just the home country people.

Already-succeed Indian movies in global market showed a new path & dimension to
Indian Film Industry and hence leading to the globalization of Indian movies

More than the 30 million people are NRI in 156 different countries who like to watch
technology based movies, in which there are a lot of action packed performance mixed
with a mastered touch of computerized technology that enhances the visual effects and
overall feel of the film.

Using the best technologies available in the world.

Using better action stunts, view, effects, imagery and infrastructure may be available in
other countries rather in home country.

Introducing the concept of „superhero‟, this was itself very new to India. Here, he
believed in the instinct that India was ready to witness its own superhero.

Globalization opened the gate to enter the business of global market and to produce
movies with the foreign technology & people and gain good experiences.

Q3. How did Mr. Rakesh Roshan use two countries competitiveness for the
project (India and Singapore)?
Krrish, an Indian film & which hasthe foreign setting in Singapore, makes one ask why it is not
England, USA or elsewhere in the west. It‟s because Mr. Rakesh Roshan found that Indo-China,
which has been India‟s traditional theatre and sphere of cultural influence right up to modern
times will be more easily recognized and acknowledged than in the West. There are many other
things which Mr. Rakesh Roshan considered, such as
Competitiveness of India:

Indian films as becoming a commodity abroad, the Indian Movie market is becoming
very lucrative.

Bollywood movies have great markets in countries like Afghanistan, Pakistan and many
other countries including Bangladesh, due to its emphasis on culture, songs and portrait
of righteousness.

Hindi cinema‟s historically close ties to modes of imagining the Indian nation can be
used to reach the hearts of families.

Movie production costs are lower in India.

The crew needed to operate film production is also very available and cheap in India.

The Character Krrish showcases Indian-ness i.e., a normal, average Indian boy who has
been blessed with the ability to maximize his strength and skills, but no other
extraordinary USP‟s (Unique Selling Propositions), which is very much different from
the western superheroes.

Leveraged upon India‟s leading action director Sham Kaushal‟s experience of having
collaborated on foreign projects earlier, who make the foreign action team adapt to the
Indian work mannerisms.

Used an Indian location- The Himalayas which enhances the feeling of nature &Indianness.

The overseas distribution was outsourced to Adlabs films Limited.

Indian retailer, Pantaloons handled the merchandizing of krrish products worldwide.

Competitiveness of Singapore:

Among all the ASEAN (Association of Southeast Asian Nations) countries, Singapore is
India‟s largest investments, export and trading partner.

The live action stunts involved dangling from tall buildings, running on heavy traffic
boards, flying off from building to building in the heart of the city, and leaping on to
flyovers. The landscape of Singapore proved ideal for this.

The Singapore government fully approved the entire shooting including skyscrapers,
flyovers etc.

The corporate tax of Singapore is one of the lowest in Asia-Pacific.

A large scale alliance was created with the production house and the Singapore‟s
Tourism Board (STB).

Singapore possessed reputed action directors who have created master pieces for
Hollywood including the Yuem brothers and Sammo Hung.

Rakesh Roshan chose to shoot close to 60 per cent of his film in the island state because
the STB was facilitating the logistic support and ground requirements for the filming in
Singapore.

The pro-business environment, stable government, work- force and strategic location are
truly ideal for any business.

Q4: What are the globalization factors that influenced the production of
Krrish in Singapore? How many countries representatives helped in creation
of mega success film Krrish?
a. The globalization factors that influenced the production of Krrish in Singapore:
Two globalization factors mostly influenced the production of krrish in Singapore. They are Technological and infrastructural factors: the necessity of the skyscrapers, flyovers
and a futuristic set as demanded by the script
 Government factor: The support from the Government to shoot a movie of this scale
was very much required since it would involve a lot of disruption to the day to day
activities of the places where the shooting was taking placeTo cater to the global
audience the filming was bounded to happen in places that would evoke interest or
show that the film is global.

b. The countries representatives:
Representatives from at least seven countries participated in the creation of the film Krrish. They
are INDIA – Action Director & Team, Location, Film Distributors & Promotion Media.
 SINGAPORE – Location & Press Conference.
 AUSTRALIA – Sound Effect.
 CHINA – Action Director, Sequence Designers.
 AMERICA (Los Angles) – Special Effects.
 DUBAI – Premier Show.
 LONDON – Press Conference & Premier.

Case Analysis:
After analyzing the case “Krrish”, it can be said that it was important to consult with so many
foreign experts and selecting much expensive shooting spots. Because, Indian film industry was
not technically superior at that time, so to have a rich global look various functions or processes
needed expertise which was provided by technicians from all over the world.