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 INDIAN CINEMA

D
BOLLYWOO
• The name BOLLYWOOD inspired by TOLLYWOOD the
name that was used to refer to the cinema of West
Bengal.
• In 1932 TOLLYWOOD was the earliest HOLLYWOOD
inspired name because the Bengali Film Industry was
based on Tollygunge.
• Indian Cinema has passed through 11 decades of
entertainment, songs, love in the rain, exotic locations,
“mere paas maa hai”, on screen kissing and much more.
The growth in the terms of impact and quality has been
tremendous in the last 110 years. Cinema has now
become an inevitable part of the Indian culture and
society
CONTRIBUTION TO INDIAN CINEMA
• First Indian film was made in 1899 by Calcutta based
Mr. Harishchandra Sakharam Bhatavdekar. He, using
a projection apparatus and an imported British
camera made two short films namely : The Wrestlers
and Man and Monkey.
• The first indigenous full-length feature film was made
by Dundiraj Govinda Phalke, who is better known as
Dada Saheb Phalke. The film was titled ‘Raja
Harishchandra’ and was released on May 3, 1914 at
the coronation theatre, Bombay. The film ran for 23
days.
• Phalke’s ‘Lanka Dahan’, which came out in 1917,
went on to become India’s first box office hit.
CONTRIBUTION TO INDIAN CINEMA
• India made its first talkie in 1931. ‘Alam Ara’ was the
first full length indigenously made talkie film, which
was produced by imperial films and was directed by
Ardeshir Irani. It also contained seven songs and was
released on March 14, 1931, Bombay’s Majestic
cinema.
• In 1937 Ardeshir Irani made the first Colour Film in
Hindi : ‘Kisan Kanya’
• Dada Saheb Phalke’s contribution to Indian cinema
was tremendous and hence, Dada Saheb Phalke
Lifetime Achievement Awards were started in his
honour in 1969.Devika Rani, Grand daughter of
Rabindra Tagore, won the first award.
 Bollywood earnings
• Even though Bollywood may account for only 2% of the
worldwide box office currently, it is expected to more than
double its share of the global market in the years to come.
• Bollywood revenues would rise from $1.5 billion in 2006 to
$3.4 billion by 2010, thanks to the growth of multiplexes
• Bollywood is the biggest film industry in the world in terms
of number of viewers, with an audience of more than 3
billion compared with Hollywood’s 2.6 billion globally.
• Bollywood revenues are growing by 20%-25% every year.
 BOLLYWOOD
FACTS & FIGURE

• According to the survey, In 2009, Market Share of

Television is above US $11.2 billion.
• And, Films : Above US $ 5 billion.
• Live Events will be a US $ 60 million industry, up
from US $ 26.6 million in 2006.
Bollywood follows the ‘star’ system. The lead star in a
film often receives as much as 40% of the budget
(average US $2 million) for the formula/mainstream
film. Stars are in such high demand that they're
working on an average of 4 films a year.
Since natural location shooting is impractical in India,
the concept of the ‘film city’ has emerged and there
are now film cities in the three major film sub-
industrial hubs in Mumbai, Chennai and Hyderabad.
 The financial infrastructure for Indian cinema is
customized to the traditional differentiation between
art and commercial cinema.
‘Commercial’ cinema claims to be for the ‘masses’ and
follows the generic formula with a good deal of
‘westernization’ element.
‘Art’ films usually deal with a wide range of subjects but
many are in general explorations of complex human
circumstances and relationships within an Indian
setting.
More than 95% of film financing goes towards
‘commercial cinema’
The National Film Development Corporation was set up
in to counter this trend and promote “excellence in
cinema”.
 An estimated 6 million people earn their livelihood from
the entertainment industry – Film and TV
Unionization of the film industry is a state subject. Each
Indian state with a film industry has several registered
unions for all categories of actors and technicians.
It is critiqued that the film unions have excessive control
over production processes.
About 70% of television revenues are from films and
film-based programs.
In-film advertising is helping to build brands and proving
to be a revenue-spinner for several ad agencies. Film
placements are currently rating in anything between
Rs 5,00,000 to Rs 50 million for the producers.
In-Film advertising generates anything between US$
15,000 – 200,000 per film for film budget sizes
ranging from USD 500,000 - Million.
Film stars forge strategic linkages with advertising
products and earn a separate income from this co-
branding that ranges from USD 25,000- 2 million
per star, per co-branding.
Film production scales: high-budget – US$ 15 million.
Medium budget – US$2 million. Low budget –
US$130,000- 1.5 million,
Very low budgets for independent films and
documentaries. Films on environment and wildlife
are negligible.
ECONOMIC OPPURTUNITY
SONY PICTURES ENTERTAINMENT, EROS
INTERNATIONAL AND UTV
VIACOM AND NETWORK - 18
PURCHASING STAKES
 ADVERTISING

Releasing the film music, or music videos, before

the actual release of the film can also be considered
a form of advertising. A popular tune is believed to
help pull audiences into the theaters.
Bollywood publicists have begun to use the
Internet as a venue for advertising.
Bollywood is also used to advertise other
products.
Bollywood movie stars appear in print and
television advertisements for other products.
 DISTRIBUTION (TERRITORIES)

• There are major territories and minor

territories depending on the market-size of
the audience for Hindi films there. For the
purposes of enumeration, all territories are
rated as a percentage of an arbitrary
major territory.
 DISTRIBUTION (TERRITORIES)

• MAJOR TERRITORIES • MINOR TEERITORIES

Mumbai Territory – 100% North India / East Punjab

Central Circuit – 90% – 45%
Delhi/UP – 100% Southern Circuit – 45%
Eastern Circuit – 90%
Overseas – 100%
 MARKETING PLAN

• Create Value For Distributors

• Create Value For Exhibitors
• Generate High Walk - Ins
 SUCCESSFUL FILM MIX

Made With
Romantic
A budget
& Action
Of 10crs
Oriented Film

Backed with
Innovative
& not necessarily Good Star cast
High budget
Marketing plan
Distributed
& Released
Across
All Territories
Simultaneously
 10

Rs 66 Crore +
 9

Rs 70 Crore +
 8

Rs 71 Crore +
 7

Rs 73 Crore +
 6

Rs 76 Crore +
 5

Rs 81 Crore +
 4

Rs 84 Crore +
 3

Rs 120 Crore +
 2

Rs 130 Crore +
 1

Rs 150 Crore +
THANK YOU

• SUBHANKAR DEY
(A13)