This is a presentation on creating a predicatble approach for a highly unpredicatable task of making successful films in Bollywood.

1. Hindi Films & Business Predictability ??? Shashin Devsare Mumbai May 2004

3. Aim….to arrive at predictable success factors for Hindi Films …..using simple analytical tools, practicable sales & marketing methods/approaches. Basis: Secondary Data + Personal Interviews

6. Product Segmentation Action/Thriller Romance Drama Comedy Based on predominant factors behind success. Film Plot Based Segmentation Film Treatment Excluded 38% 12% 36% 8% 6% Offbeat Key Plot Idea

7. Budget (Pricing) Does Not Give A Clear Idea Budget Based Segmentation Of All 33 Films Up to 10crs is the ideal budget Budget Based Segmentation Of Profit Making Films

9. Key Product Feature (Hero) Clearly Hrithik is No.1 followed by Aamir, Shahrukh & Amitabh

10. 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. Mumbai Territory – 100% Mumbai Gujrat Western Maharashtra North Karnatka Delhi/UP – 100% Delhi Uttar Pradesh North India/ East Punjab – 45% Punjab Haryana Himachal Pradesh Kashmir Central Circuit – 90% CP Berar – 40% CI – 20% Rajasthan – 30% Eastern Circuit – 90% West Bengal – 30% Bihar – 40% Orissa – 15%, Assam – 10% Southern Circuit – 45% Nizam – 25% Andhra – 7.5% Mysore – 15% T.N. & Kerala – 5% Major Territories Minor Territories Overseas – 100% Simultaneous Release Across All Territories To Enjoy 1 st Week Benefits !

11. Launch Timing Not much difference between releasing the film in Q2 – Q4 period Q1 however is least favored April, June & August are most favored months.

12. Marketing Plan Three Pronged Marketing Plan Exhibitors = Cinema Hall Owners Distributor Gains (Best Price From Exhibitors) Exhibitor Gains (Film runs full house) Producer Gains (Best Price Per Territory From Distributors) HIT FILM !!! Generate High Walk-ins Create Value For Distributors Create Value For Exhibitors

13. Marketing Plan 1. Conduct Test film previews with select audience. 2. Share results of test previews & positive audience reactions with distributor. 3. Use historical data to establish plot choice, launch timing, budget, hero’s selection etc. 4. Offer a profit & risk sharing proposal if necessary. 1. Share film promo plans & budgets. 2. Share increasing walk-ins strategy. 3. In cinema hall promotions. 4. Localized promotional support – news paper inserts. 1. More focus on PR than mass media advertising. 2. Conduct movie based quiz contest/lucky dips in cinema hall during interval & award lucky winners “ on stage” in front of the entire audience. 3. Intriguing teaser promos & film’s theme based cross promo tie ups with FMCGs &/or durable companies. Generate High Walk-ins Create Value For Distributors Create Value For Exhibitors

14. Successful Film Mix Romantic & Action Oriented Film Made With A budget Of ~10crs Starring Hrithik Distributed & Released Across All Territories Simultaneously Released During April, June or August Backed with Innovative & not necessarily High budget Marketing plan Successful & Profit Making Hindi FILM!! =

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