Symbiosis Institute of Media and Communication, Pune Introduction to Media and Communication industries -Prof. Shabnam Sukhdev The Bollywood Industry Submitted By: YASMIN HUSSAIN 144 MBA 2011-2013
BIGGEST BOLLYWOOD GROSSER IN 2011 TILL NOWBodyguard is a 2011 Hindi romantic action film directed by Siddique. The thirdremake of the directors own 2010 Malayalam film of the same name, the film wasproduced by Atul Agnihotri and features Salman Khan and Kareena Kapoor in thelead roles. It also stars Raj Babbar, Mahesh Manjrekar and Hazel Keech in supportingroles. The films first look and theatrical trailer was unveiled on 21 July 2011.Bodyguard was released on Eid, 31 August 2011 across 2,250 screens in 70 Indiancities and with 482 prints across the overseas territory.The film broke many records upon its release. Within the first day of its release, itwent on to become the highest opening day grosser as well as the biggest grosser everfor a single day, breaking the records earlier held by Dabangg, another Salman-starrer. The film set another box office record, netting 99.50 crore (US$22.19 million)in its first week, thus becoming the highest opening week grossing Bollywood film.As of 13 September 2011, Bodyguard has grossed 215 crore (US$47.95 million)worldwide, therefore becoming the second highest grossing Bollywood film everworldwide after 3 Idiots. Bodyguard opened across 2,250 screens in 70 Indian citiesand with 482 prints across the overseas territory, released in Dolby Surround 7.1.Reliance Entertainment set aside a marketing and print budget of around 22 crore forBodyguard, one of the highest ever in Bollywood. The satellite rights of the film weresold to STAR network for 27 crore for seven years.The success story is being even abroad. Trade expert Komal Nahta says the film rakedin a record-breaking 11 lakh dirham (about Rs 1.36 crore) on Tuesday, the openingday in Dubai. Even in UK, the first-day collection of 60,000 pounds (about Rs 44lakh) was equally impressive.Like Dabangg and Wanted (2009), Bodyguard was also released during Eid. "SalmanKhan has a huge following among the Muslim youth. With an Eid release he is able tocapitalize on it," says Nahta. Thats correct but not the full truth. The 45-year-oldactor is equally popular among urban lower-middle class youth and the underclassacross communities.Bodyguard has smashed each and every record, that too, by huge margins. It sweptthe box-office in its first week of nine days. The Eid festival on August 31(Wednesday) saw the film break all records of the first day when its all-India netcollection crossed Rs. 20 crore. The first weekend (of 5 days) ended at over Rs. 85crore. The first week’s net collection of around Rs. 115 crore is historic. In a numberof big cities (other than Bombay and Delhi), the first week’s collection figure totaledover Rs.1 crore each, never before seen in Bollywood history. Although collectionsbegan to drop from Monday onwards, the fall was not as sharp, considering that thefilm had collected in the first five days (till Sunday) what many hit films collect infive weeks!Undoubtedly, Bodyguard has become the fastest grosser of the Hindi film industryand its brisk business has set a new benchmark in the industry for first day, first-weekend and first-week figures. Overseas too, it has done fabulous business, whetherin the UK, Dubai or the USA. The film will give the all-world distributors and co-producers Reliance Entertainment a profit of nearly Rs. 40 crore! This is over andabove the profit (of around Rs. 15 to 20 crore) which producer Atul Agnihotrimust’ve made on selling the film to Reliance Entertainment.
PROMOTION OF AN ART FILMArt Cinema is also referred to parallel cinema.Some of the Indian art cinemas are Fire, Ardh Satya, Astitva, Raincoat, Mandi, Dor,Mr. and Mrs. Iyer and so on.Attributes of an art film: • Taboo subjects are raised. • Release timing of the films is mostly consistent with one or more incidents in news, which is related in one way or other to the subject of the film. • Actors are generally not from mainstream cinema and are considered to be better actors then their commercial cinema counterparts. • Controversial nature of the theme of the movie helps generate people’s interest in the film.Following are a few methods that can be used to promote an art film:1. Create a Concise Logline – Your movie cannot be all things to all people. Youshould be able to define your film in one concise sentence, identifying its genre in theprocess while at the same time conveying the basic storyline to the potential viewer.This method of summarizing your entire film into a short sketch is known as the“logline.” Consider your film’s structure, genre, emotional pleas, characters, actionand setting when writing a logline. Look to the movie listings in TV Guide forexamples of well-conceived loglines. This logline will be used in most of yourmarketing efforts as a way to tell the story of your film. If you’re planning a projectfor a very specified target audience (i.e., an urban film or documentary) solicit thisgroup for input before you start using your logline. It’s vital that the core viewerunderstands your promotional campaign, especially so if they represent a small orlimited number.2. Utilize Free Media – Free media is usually known as publicity. Much of what youread in magazines, hear on the radio, see on TV and surf on the net is a product ofpublicity, or, more specifically, the product of media or press releases. You can createand/or report on news that is then disseminated to the various media deemedappropriate for the subject. Information from situations surrounding the production ofan independent film is assembled in written format, supported with photos, videotapefootage or samples and sent to the media in the form of a release. This kind ofpublicity should constitute the majority of your promotional campaign. Except for thetime needed to create the information, and any negligible costs involved – postage,phone, paper, envelopes, videotape – it’s free.3. Stage a Publicity Stunt – The purpose of a publicity stunt is to arouse interest inboth the public and the media – in a unique way. It’s usually not so much somethingyou want to invite these groups to witness but rather something you do that will createattention on its own account. Examine your film or video for elements that you canexploit through a publicity stunt. This is a very necessary tactic for self-distributorsbecause you do not have the budget available to advertise your project throughcommon means.An attention-getting publicity stunt is one involving the public – the best scenariobeing bystanders in a public area who have no idea what to expect. Confrontational
settings make for successful publicity stunts, and if your film features a controversialtopic, exploit it for all it’s worth. Try creating a human billboard for your film orvideo, staging appearances or costume contests at local video shops, making a floatfor any local parades and sponsoring some kind of contest that creates both consumerinteraction and visual interest.4. Hold a Premiere – A premiere is a great way to gather publicity for your filmwhile at the same time throwing a fun party for all involved. To make sure the night issuccessful, consider the following: • Invite all local print and broadcast media entertainment editors and reviewers • Stage a publicity event on the night of the premiere • Hold the premiere in a place that is fitting for the project. A bar is a good place for a “party” film, college auditorium for an edgy independent movie, local library screening room for an educational or children’s-oriented video. • Solicit smaller local broadcasters to simulcast the film in conjunction with its screening. • Have a “celebrity” or two on hand for the event such as local politicians, sports figures and other well-known individuals in your community. • “Salt” the audience with a good number of friends and supporters to ensure a favorable response. Coach them on appropriate laugh, gasp and applause points. • Offer copies of the video or DVD available for purchase before and after the show. • Distribute some small promotional item to everyone attending.5. Work with Sponsors – Approach product manufacturers, service providers,restaurant and bar owners, media outlets and other companies to provide monetary,promotional or product/service sponsorship to facilitate the marketing of your film.Trade advertising space on your DVD sleeve in exchange for on-air commercials witha local cable channel. Splice a 30-second ad on the front of your film with a companythat can provide you with printing, media or promotional opportunities. Think ofsituations that will allow you to reach larger or more targeted audience groups, andthen approach companies that are already successfully reaching these segments andwork with them to “piggyback” on their efforts.6. Enter Appropriate Film Festivals – Originally designed as a forum to presentnew and original independent films to a more “art-minded” audience, film festivalshave now become sales markets and publicity stops for most every kind of movieaimed at the general public. Showcasing shorts, features, experimental, 8mm, digitalvideo, animation, adult, documentary, music and even Pixel vision movies, therereally is a festival for everyone. But it is important to enter only those festivals thatwill provide some benefit to your promotional efforts.7. Solicit Reviews – With the ever-increasing number of media outlets operating onthe planet, finding a source for reviews isn’t too tough. A quick glance through anypublication, or a flip through the channels will uncover any number of review-oriented articles and programming. And, almost every single film advertisement –
print or broadcast – features review quotes as part of its marketing message. Usingreviews in this manner offers promoters a simple, cheap and effective way toinfluence an audience.An objective, third party endorsement of your project is always more convincing thansaying the same things yourself. Thus the popular habit of placing review quotes onfilm and video packaging. And, reviews don’t always have to come fromentertainment-theme publications or writers. A review from a product manufacturer,service provider, non-Bollywood celebrity and others has just as much “oomph” ifapplicable to your film.8. Use the Internet – The benefits of using the Internet as a promotional medium areso numerous – low-cost, instant access, ease-of-use, non-invasive, constantly-available. It’s hard to know where to start. One thing is certain, however, the Internetshould not simply be considered during the post-production promotional phase, butalso implemented as early in the process of making your film as possible. Manyprojects without a frame shot or even a rupee of financing found, host World WideWeb sites advertising their existence.This kind of proactive publicity can lead to financing, crews, media coverage, evendistribution deals, and the best part, it’s really pretty cheap. Surf other successful andwell-known film web sites for ideas (but don’t plagiarize) and adapt those featuresthat seem relevant to your marketing efforts. Be sure your web site looks professional,is technologically sound and features an easy-to-find contact area.