MTE : MARKETING MANAGEMENT ( MBA-107)

(Title: From Directors’s cut to drive in: redefining cinema experience)

DELHI SCHOOL OF MANAGEMENT

(DELHI TECHNOLOGICAL UNIVERSITY)

Submitted By : Aman kumar

(2k21/DMBA/023)
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Evolution of Indian cinema

India saw the first motion picture in the late 1910's and was introduced by
the late Dhundiraj Govind Phalke, better known as Dada Saheb Phalke, in
the film "Raja Harishchandra". He is also regarded as the "Father of Indian
cinema". Though it was a quiet film, he did not know that he was
producing art that would be heard around the world. His move encouraged
the growth of many filmmakers in our country. Although it took almost
two years after Raja Harishchandra made the first animated motion to be
released i.e. Alam Ara directed by Ardeshir Irani released on March 14,
1931, and the seeds of color cinema were also sown with 'Kisan Kanya'
directed by. Moti B Gidwani in 1937.
Indian filmmakers refer to the period after the end of British Raj as “The
Golden Era” from the 1940s to the 1960s. This was a time when concerted
cinema took place and Bengali filmmakers like Satyajit Ray, Ritwik

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 Ghatak, Mrinal Sen and many others became pioneers and great
contributors. It was the influence of Indian theater and Bengali literature
that produced the same cinema and its influence was promoted in many
parts of the country, too. In particular, in the southern part of our country,
filmmaker Girish Kasaravalli of Karnataka was one of those who held the
torch and presented it to the Kannada audience.
On the other hand, films with songs, dance, fighting, and so-called heroism
dominated the Indian film industry. These films were also called and are
still called commercial films. They have been very much in the process of
entertaining the audience with your interesting content, be it a classic
family drama, a fictional love story or the theory of Shahrukh Khan
"Palat". Over and over again Indian cinema has left its mark on the world
stage through actors like Amitabh Bachchan with his acting skills or Aamir
Khan of his favorite movies.
Speaking of filmmaking, a lot has changed and Indian filmmakers have
been successful in getting used to this developing craft. Although
filmmakers like Anurag Kashyap talked about the Indian audience, he
proved that a real film like 'Gangs of Wasseypur' could be made into a
commercial framework. On the other hand, the director of Southern India
SS Rajamouli created a mythical world and took Indian audiences to
places that were less commonly sold, through his ‘Bahubali’. However, the
Indian diaspora has also made a significant contribution to the Indian film
industry to raise its flag above the international stage.
Clearly, Indian films have always been rich and will continue to be rich in
terms of content, market collections and print that emerges from global
viewers.

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7 Eras that defined world cinema

Moving art - cinema is a visual way to tell a story that reflects a written
story. The origins of the most recent art form in the world date back to the
early nineteenth century, when Edward Muybridge created the first
animated film ‘Sallie Gardner at a Gallop’ consisting of 24 consecutive
animated images making a moving image.

From this, to the dark & white and quiet era, and to this day high-tech
films - the cinematic world has seen great progress and evolution over the
centuries. Today, movies are more advanced and more appealing than ever
before. Let's learn more about how cinema changed over time.

Getting Started: The Silent Era

Back in 1891, Thomas Edison invented the Kinetoscope - the first

animated device that allowed one person at a time to watch silent films for
about 20-30 seconds long. Soon, Broadway in New York City received its
first 'Kinetoscope Parlor' or movie theater. After this, a long recording
time, different guessing styles, and cameras tried.

However, the experimental phase really began with the introduction of the
Cinématographe. In March 1985, the first motion picture ever called ‘La
Sortie des ouvriers de l’usine Lumière’ was shown in Paris.

In 1902, Cinema took another flight, and headed for the moon with
Georges Méliès ’‘ Le Voyage dans la Lune ’or A Trip to the Moon. He
used techniques such as image enhancement, blurring, double exposure,

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 and scale models in a technically unexpected period. With this, a new

standard of production value and special effects were put into the picture!

Great complexity and length have been added to the films over the years of
the Silent Age. It was named for its lack of sound and laid the foundation
for future generations to come. Era has given us movies like Ben-Hur: A
Tale of the Christ, Charlie Chaplin's The Gold Rush and other meaningless
classics. The Silent Era ended in the late 1920's when loud noises were
added.

Movies have been made in color since 1916 with the development of the
Technicolor method.

During the quiet period, the films have shifted from the latest show to the
full-fledged entertainment industry.

The Sound Era

In 1927, Jazz Artist - the first animated music video to announce the
Sound Age. Cinema has now shifted from acclaimed Charlie Chaplin to
feature-based music.

The addition of sound to films has benefited many genres - American

gangster films such as 'Little Caesar' and 'Public Enemy' gained popularity
in 1931. Walt Disney, a short cartoon producer has released his first feature
of English-speaking cartoons - 'Snow White and the Seven. The little
ones'. In Bollywood, the traditional country drama of song and dance was
common in many audio films.

The birth of music films also took place during this period when
Hollywood's first classic style music - 'The Broadway Melody' was
released in 1929.
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 By the 1930s ’, Hollywood was dominated by Technicolor, negotiations

had taken precedence over slapstick in Hollywood comedy, and
filmmakers had begun to try to use sound.After this, the invention of audio
continued to emerge but the audio-in-film approach became the industry
standard until the digital revolution.

The Golden Age of Cinema

With the classic releases like Wuthering Heights, Gone with the Wind, The
Wizard of Oz, and many more in 1939 - filmmaking took a new turn with
various developments in film, plot, and technology devices.

The films began to be longer, the plot lines were more complex, the
characters of the related people conducted the narrative, the light produced
and special effects were introduced, and the standard of the industry was
established.

Between the 1950s and 70s, cinema was improved with the arrival of
Cinerama in 1952, followed by Cinemascope in 1957, and Omnimax in
1970.

This season has also been marked as the Golden Era of Indian Cinema or
Bollywood with the most revered films ever such as Raj Kapoor's
'Awaara', Guru Dutt's 'Pyaasa', 'Kagaz Ke Phool' and other Bollywood
artists. produced between 1950 and 1950. 1960. Satyajit Ray's 'Apu
Trilogy', attracted the attention of international audiences with
international film festivals.

The Golden Age saw the best filmmakers like Steven Spielberg, Stanley
Kubrick, Satyajit Ray, and many others influencing the world of Cinema
deeply and forever.
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The Blockbuster Era

The 1960s ’and 70’s gave us new blockbusters like ‘Bonnie and Clyde’,
‘2001: A Space Odyssey', ‘ Sholay ’, and many more full of action, drama,
comedy, and romance.

Steven Spielberg’s ‘Jaws’ is considered to be the first blockbuster film, and

has produced many hit films such as ‘Star Wars’, ‘Indiana Jones’, and
‘Batman’ to name a few.

In the 1980's, the proliferation of television and VCRs in theaters led to an

increase in the rental of films for home use.

Collaborate

Good collaboration can take you a long way, especially when it comes to
making a featured film. Make full use of the resources available to you.-.
Good collaboration will not only help you to budget easily when there are
limited resources, but it will also challenge your ideas to produce the best
result for your featured film.

The Independent Period

The rise of successful independent cinema marked the beginning of the

Independent Period in the 1990’s. Studios created their own production
companies following the success of the studio-sponsored Miramax Films,
just before the release of Tarantino's song 'Pulp Fiction'.

Films with special effects such as 'Terminator 2: Judgment Day', 'Jurassic

Park', and 'Titanic' dominated the scene, while independent films such as

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 Steven Soderbergh's 'Sex, Lies, and Videotape' and Quentin Tarantino's

'Reservoir Dogs'. to find success in cinemas and home video.

This was also the year when online film distribution appeared in the film,
family-focused cartoon films such as 'Aladdin', 'Lion King', 'Toy Story'
were back in the movie world, and by the end of the decade. , VCRs had
begun to be replaced by DVD players as the last cinematic change of the
century.

New Age Cinem

3D cinema technology, online entertainment venues for home

entertainment, the emergence of documentary film as a commercial, the
most advanced home theater programs, DVDs for special publications, the
global cinema trade - these were the first decade of the 21st century in a
nutshell.

The evolving evolution of film technology brought about a paradigm shift

in the way films were made and used. Cinema has changed in terms of
production, distribution, and complete information itself. Today, films
produced by high-tech digital cameras, computer-generated effects added
to the background production, and are shown not only in theaters, but also
on websites and online streaming platforms for international audiences.

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The rise of OTT platforms in India during the pandemic

Unlike many other industries, the Covid-19 epidemic was changing the
game in the news and entertainment industry. If the last decade was about
the growth of multiplexes, 2020 would be the year of OTT entertainment,
cineplexes and movie theaters closed for most of the year

Once inside, people around the world turn to digital screens in search of
entertainment. India is the fastest growing global market for streaming
platforms, also known as top or OTT service providers, according to a
recent PwC report. With an annual growth rate of 28.6 percent, it is
expected to become the sixth largest market by 2024, ahead of South
Korea, Germany and Australia

There were about 40 OTT platforms in India by 2020, most of them in

regional languages, according to a report by the National Association of
Software and Service Companies. By 2023, the market size will reach $ 5
billion, a Boston Consulting Group report predicts

OTT video streaming platforms including the likes of Net ix, Amazon
Prime Video, Disney + Hotstar, Voot, and SonyLIV, among others, have
gained huge popularity in India

As the online streaming audience grew by more than a thousand years and
metro, and homeowners and older residents became OTT viewers, it led to
an increase in regional live streaming applications catering to non-Hindi
and non-English markets. Many regional platforms such as Oho Gujarati,
Hoichoi, Aha, NeeStream have identi ed a great need for regional content
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Vibhu Agarwal, CEO, and Founder, ULLU App says, "This epidemic has
given tremendous power to all OTT platforms. Like other OTT platforms,
we have also seen a dramatic increase in our fall. Most people know about
LLU and the content it offers.Usually, when 100 people download the app,
40 sign up for it.The conversation has been in the range of 40-45
percent.However, during the closure, it has increased to 75 percent. 75
subscribers per 100 downloads.

With expanded closures and the current state of the economy, OTT appears
to be the next most common form of entertainment in the world of
entertainment. For months the lms have been plagued by a series of slow-
moving theater performances due to the second wave. As the lights go out
at live events, shoots and movie premiers, the only silver line between all
of this is the rise of OTT thunder

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 Drive-in theatre

As the world becomes more accustomed to the new norms after the
coronavirus epidemic, the theater is seen as a safer place for movie buffs.
Akshay Kumar's Sooryavanshi will be the first film to be screened at the
country's first drive-in theater, which will open on Friday in Maharashtra's
Mumbai. The drive-in theater, which can accommodate about 290
vehicles, will be opened at Jio World Drive in Mumbai in partnership with
Reliance Retail and will be operated and managed by multiplex chain PVR
Ltd.
As the world becomes more accustomed to the new norms after the
coronavirus epidemic, the theater is seen as a safer place for movie buffs.
“People crave safer open spaces. The films are there, of course, but the
location of the beautiful weather, the open sky and the food becomes a

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 very important part. It's all over, ”Darshan Mehta, CEO of Jio World
Drive, was quoted as saying by ANI news agency.
"Usually, when you go abroad, you have drive-ins, where there are large
areas and people just open their bonnets, turn their cars, take out their
living room seats," said Ajay Bijli, chairman and executive director of
PVR. Ltd, said PTI. "This is a unique opportunity… The city will face
storms."

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