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CAN

BOL

Anand Boga
(0105/52)

Table of Contents
Problem Analysis -.....................................................................2
Problem Identification Process:...............................................2
Case Facts and Inferences:...................................................3
Statement of Purpose: Film making in India............................4
Decision Analysis....................................................................... 4
Criteria.................................................................................... 4
Options................................................................................... 5
Evaluation of Alternatives.......................................................5
Recommendations.....................................................................6
Action Plan................................................................................6
Citations:................................................................................... 7

movie in a single point in time, we

Problem Analysis Problem Identification Process:

need to make the movie accessible


in many parts of the world. So the
answer to the question if Bollywood

In my opinion, Bollywood can


reach

the

scales

attained

wants to global is, YES!

by

Hollywood. We need to find out


whether Bollywood has the guts and

We are not talking just about

capability to go global. Our film

the good global presence of a movie

makers are looking for great avenues

brings to the people associated with

to showcase the talent that they

the

have and message that they want

merchandise is associated with every

the world to see through the movies.

movie. Many fashion quos emanate

The Impact of movies on people is

from movies. Women want to be that

very high. A director wants to portray

pretty lady that acted as lead and

the story in a way thats appealing to

men aspire to be the protagonist.

viewers through a visual medium.

Movies help us push the boundaries

There are stories which send us a

of our cultures into various other

message, stories that talk about

parts

history, stories that show how the

Indian movies have family values,

future is going to be, with the advent

traditions, religion at the heart of the

of computer generated images we

story. We get to give a taste of that

are now even able to bring the

to lands far, far, away. From there we

fantasies into this visual format. This

bring the perspective of cultures

is the perspective of a director. A

abroad. We (India) are the leading

producer or a production house is in

producers of movies in world. India

this business for money. The more

alone produced 1279 movies in 2009

people watch the film, the more

where the closest competitor USA

revenue

profits

produced 820 films. That means we

follow. The more people see the

are the market leaders in creating

movie,

movie

content for movies. A point to take

spreads, the starring and director

note here is that, our movies are 40

gets

minutes

it brings
as

the

the

in

fame

satisfaction

and
of
of

being

making

of

the

but

also

world.

longer

than

lot

of

Conventional

an

average

associated with a successful film. To

English movie. Now the question is if

have more people watch a single

mere production of higher number of

films

sufficient

impact?

The

to

create

answer

is

global

No.

The

business

came

counterparts

to

took

halt.
over

US
the

content is more important. Every

responsibility and produced many

year there is a Cannes Film Festival

movies over that period. War period

held, where in the number of Indian

declined film production in Europe.

films telecasted there is less than

By the time dust settled, it was too

1%. Every year Academy awards are

late for French to take back their lead

given to celebrate the best and

position in this domain. The earliest

brightest in the movie industries,

production settled as a distribution

where the representation of Indian

company.

cinema is almost completely absent.


Net revenues of the whole movie
business in India is less than the sum
of box office collections of big four
movies in Hollywood in the year of
2009.

US made a professional work


environment for the movies. In a
business that was largely controlled
by directors and producers at that
time,

they

locations,

searched

for

cheaper

which essentially made

California, the capital of Hollywood


today. As the investments into the

Case Facts and Inferences:

movie business increased, lobbyists


pushed U.S. government to bring in
We

need

big

production

houses to build high budget movies


with extravagant CGI,

collaborate

with distribution networks across the


globe. The facts say that first motion
picture

started

in

France,

why

werent French able to hold to the


cinema trend born there? By the
beginning of WW1, Pathe Freres, the
maiden
expanded

production
its

form

operations

France
to

US,

Singapore and India as well. What


happened to that firm? As the war
broke out in

Europe, the movie

favourable

trade

Webb-Pomerade

regulations.
Act

of

The
1918

exempted export associations form


anti-trust regulations. They paid high
salaries to the actors and brought
talent

in

from

all

over

Europe.

Notable director Alfred Hitchcock and


Charlie Chaplin are among the ones
whom Hollywood took in with open
arms. By 1930 U.S. had 18000 movie
houses while U.K. and France put
together

had

averaged
during

500

1930s

5400

houses.

movies
which

is

U.S.

per

year

huge

number with the technology that

technology that made them stay

existed back then.

relevant.

This makes us stay informed

WW2 that broke in Europe and

of how the external factors can

lasted for six long years only helped

change the shape of any industry in

to push the gap even further from

the world. Market researchers went

what was existing. There are new

around the globe to learn about the

challenges coming up at regular

cultural

intervals

differences and eliminate

like

the

advent

decreased

share in foreign markets. America

There is a sudden dip in viewership.

also has an advantage on account of

Similar dip is seen when the video

its adaptability. As soon as the sound

cassette

integration technology came in, their

omnipresent

foreign market share is thought to be

Hollywood took a serious beating

doomed.

from those and piracy also hit it

U.S.

invested

in

making subtitles and also in dubbing

hard,

but

player
in

the

of

TV

any content that might cause to lose

Then

popularity

of

has
American

movie

survived. It adapted.

movies.

become
homes.

industry

Statement of Purpose: Film

Kapoor

as

one

of

the

great

making in India

personalities of Cinema. Our movies


that had Angry young man, who

When

we

if

fights for justice; art movies like

Bollywood can go global or not, we

Mother India (1956) and Salaam

have to see what is that we are

Bombay had a critical acclaim and

bringing to the table. India is a place

the former stood as the maiden

of

nomination form India for Academy

conventions,

talk

about,

traditions,

where

family values are imperative. This

Awards.

culture is showcased in many of the


movies that are made, even today.

The impact of Satyajit Ray was

We say that the diversity in the

notable in this regard. He was one

number

the

among the directors who broke the

language of movie are depicted in

mainstream mould after the film

the graph shown below in the year

festivals that happened in India. Our

2009.

movies

of

movies

made,

like

Muttu,

stared

by

Rajanikant was a huge hit in Japan


The

censor

board

that

took

which

gave

hope

to

Japanese

enough care to avoid any sexually

unemployed with a story line saying

explicit content from getting onto the

money is not the ultimate thing to

screen. In the middle east, the Islamic

live for but there are far greater

countries liked the way women are

things to cherish.

depicted in our movies. The Hollywood


is a tad too much for their culture to
accept. The Music of Bollywood also
found coherence with Arab music and
our movies are also available to them

To take Indian cinema to a global

population

platform, the quality of story and

among the 60% foreign work force in

taking should be on par with English

Saudi helped the revenues spike up.

movies made in Hollywood. Unlike

Indian movies also spread into Russia

big production houses in U.S., we are

because of cold war and hostility

not in position to push other movies

towards capitalism. We shared their

coming from same banner even if

market with Korean and Chinese

the movie is not good. Hence one

movies. This went to an extent till

way

cheaper

considerable

rate.

Indian

is

Criteria

at

There

Decision Analysis

they (Russians) paid tribute to Raj

to

ensure

that

our

movies

receive due acceptance is to make


sure we concentrate on quality and
not on quantity. Sheer quantity could
not fetch us many Oscars. We can
count on finger tips, the number of
films that made movies that are
worthwhile.

Options
Indian movies had presence in
different countries like Russia, U.S.,
Japan, Middle East. Our demand is
determined by the 20 Million Indian
diaspora living abroad. To become a

Distribution

network

of

the

production houses has to expand

global phenomenon, we can go by


the following options.
Increase

into the corners of the world. Disney

revenues

and

now UTV motion pictures which it

become bigger production houses

bought for 450million dollars. We

which can help shoot high quality of

have Warner Bros. entering India in

movies.

different

highest from Domestic market. We

ventures.

These

houses

Our

revenues

are

the

need to decrease the gap between

representative in every country. The

the levels of Domestic and overseas.

movies like Titanic, Avatar, Iron Man,

Overseas revenues are falling even

SuperMan made successful entries

when

and collected higher grossing than

growing. This should be pondered

Indian movies. Content in the movies

upon. We can try and capture more

is always treated as the Old broth in

market

Bollywood Mass movies. We came

production houses abroad as we

100

cant afford to buy them

ensured

that

years

they

have

away

from

Raja

Harishchandra in 1900s to Rowdy


Rathore,

in

2000s,

our

content

the

domestic

by

market

collaborating

is

with

Change the thinking of people


to India is cooler than west.

varied a lot. But in recent times even

Indians

after

form

watch English movies because of the

necessary

English speaking youth who have

criteria for it to a be a box office hit.

high levels of disposable income

Mass/Class division that has to be

started to watch western movies.

thought out as the mass profiles do

Middle

not fit in most parts of world where

purchasing

they

to

Multiplexes are thriving in India. They

understand the movie or to form a

make it easy for English movies to be

general opinion of India.

telecasted in India.

satisfactory

critiques

is

might

no

find

ratings
more

it

harder

predominantly

class

in

power

started

We,

India

has

increased

to

its
and

a cheaper rate. S.S. Rajamoulis

Evaluation of Alternatives

Magnum

opus

Bahubali

was

we are lagging in revenue

considered to be a visual treat and

even though we have higher sale of

the standard is comparable to big

tickets in domestic market. This is

players in U.S. All we need is the

because the average ticket costs are

collaboration

very less in India. As the multiplexes

players

keep increasing we are started to see

agreements that help spread our

an

movie wings over broader horizon.

increase

in

revenue.

With

among
and

domestic

international

increased purchasing power of Indian


middle class we have nowhere but to

Recommendations

go up. Even if we reach a higher


equilibrium

number

possible,

we

cant possibly imagine a situation to


buy a production house which is a
major player in U.S. That leaves us
with

no

other

option

but

to

collaborate and Co-produce films of


higher budget and share profits and
risks.

Annapurna

studios,

Reliance

entertainment did similar ventures and


turned out to be successful. This is one
logical

step

combinations

among
of

all

options

possible
that

are

available and criteria that are seen.

Do not kill the Mass movies as


they are the cash cows for Indian
cinema. And Hold on to the diversity
of

movies

different

that

are

languages.

produced

in

Improve

on

ticket sales and focus on multiplexes


and Try going for more Art films
that help to soften the image of
Bollywood from mainstream story
line breaking into dance numbers
and stick to the roots of Indian values.
No Hollywood movie would kill the
local cinema. We love westernization,
we

love

fashion,

we

love

English

movies; but not as much as we believe


We have data that shows that
we

have

as

much

capability

to

produce films by a single individual/


production

house.

collaborations

happen

If

some

among

the

existing players then our banners will


be

bigger

and

shall

be

capable

enough to produce just as good


quality, and high budget films that
Hollywood is producing today. We

can get same talent pool in India at

in our values and traditions. We want

entertainment from the movies that


we watch in the weekends that
provide us a relief. We want them to
be light on us and make us laugh and
feel awed. In this process even the
monotonous

films

are

filling

the

spots well enough. To increase the


acceptance of Indian cinema, we
should

invest

on

subtitle

and

dubbing technologies. The proven

market. Good supressing evil, love

success is that Sony caught on a

sustain through hardships etc are

great

South

focussing on human emotions that

Indian movies into Hindi. This can be

are common to everyone. Plots along

extrapolated to English as well.

these lines can connect to anyone.

opportunity

to

dub

The impact of movies is high.


In the words of Joseph Stalin, If I
could

control

American

the

cinema,

medium
I

would

of

need

This is the reason why Thai insurance


advertisements can make us cry,
Hitler video makes us angry and a
horror movie shivers our spine.

nothing else to convert the entire

We need to start with Bilingual Indian

world to Communism. So use this

films and Westernize the content so

tool right in an ethical and moral

that more people watch our movies,

way. Instead of creating our own

then

path in creating movies, we should

admissions

try to approach the Hollywood style

abroad and Achieve a sustainable

and slowly make a smooth transition.

percentage of foreign fan base and

After which we can incorporate both

Indianize the movies (Bring it back

styles

home) and Balance storylines on

into

the

movies.

Bilingual

Now

focus

on

into

Indian

of

movies

movies are a great idea which can

relevant

easily

common to all the people across the

bridge

the

gap.

Like

the

English movies, we can also release

issues

growth

pertaining

or

world.

our movies simultaneously across


the Globe.

Citations:

Action Plan

Hollywood Eyes Bollywood. Business


Standard Online Edition, May 2007.

We need an action plan which

http://www.businessstandard.com/co

is realistic and achievable in a short

mmon/storypage.php?

term.

autono=285238&leftnm=8&su

After

Indian

movies

get

popularity among the English and

bLeft=0&chkFlg=

Hindi

2007)

speaking

expansion

into

people,
other

slow

(accessed

June

countries

should be planned. With a story that

Culture clashes from hybrids, The

is based on relevant issues, things

Financial Times, August 19, 2005.

that can be identified with people all


over the world helps us stay in

Media and Entertainment.

Government

of

India,

http://www.filmeducation.org/seco

Ministry of External Affairs.

ndary/Earth/Bollywood.html

http://www.indiainbusiness.

(accessed July 2005).

nic.in/industryinfrastructure/service-

Ernst

&

Young.

sectors/media-

Entertainment

entertainment.htm

Trends

and

(accessed June 2007).

Report

for

Industry:

Indian
Emerging

Opportunities:

FICCI

the

2004

Convention, 2004.
Bollywood,

The

Frames