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Research Management - Bollywood & Youth Research
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Research Management - Bollywood & Youth Research

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  • 1. RESEARCH METHODOLOGY - TO BE PRESENTED TO MONA BHATIA
  • 2. Birth of Indian Cinema Indian Cinema was born on 3rd May, 1913. Since 1913, Indian Cinema, popularly known as Bollywood, has made a long journey from simple silent movies to sound films, then colored films to technically advanced movies of the present day.
  • 3. Interesting Facts about Bollywood • Production-wise, Bollywood is the largest film industry in the world with over 1000 films produced every year. • Its movies are watched by almost 14 million Indians everyday • Raja Harishchandra (1913), by Dadasaheb Phalke was the first silent feature film made in India. • 'Alam Ara' - the first Indian sound film was released in 1931. • Kisan Kanya (1937) was the first colored movie produced in India. • Every year, Bollywood movies are celebrated in no less than 6 award functions
  • 4. Evolution of the BOLLYWOOD  It was by the 1930's that the industry started producing more than 200 films every year.  By late 1950s the films were defined by sumptuous romantic musicals and melodramas.  Late 1960s and early 1970s gave rise to romantic movies, action films and violent films.  In 1970’s films were action oriented with revenge as the dominating theme.  It was the age of the angry young man and Amitabh Bachchan rose to prominence with the success of Sholay, Zanjeer and Deewar.
  • 5. Evolution of Bollywood The late eighties and early nineties saw the revival of the musical love stories in Hindi cinema. 90s was a mixed genre of romantic, thrillers, action and comedy films. During this period the cinema quality increased to a great extent and the box- office was stroked by family-centric romantic musicals. A stark upgrade was seen as technology gifted the industry Dolby digital sound effects, advanced special effects, choreography and international appeal. The development brought about investments from the corporate sector along with finer scripts and performances.
  • 6. Films & Youth ▪ Officially recognized by the Government of India, is all those in the age group 15 - 35 are considered to be youth ▪ Hindi films in particular – seem to play a large role in the lives of teenagers today. ▪ Discussions on films form a large part of daily ‘gossip’, and extend to a large degree into the real lives of film stars ▪ When it comes to fashion, romance and language, Bollywood movies are a constant reference point for youngsters. ▪ Gangster films are particularly popular with college students. ▪ Dialogues from these films are routinely used in their conversations with friends.
  • 7. Films & Youth ▪ When combined with the right clothes and symbols – motorbikes, cigarettes, girls/guys, mobile phones etc. it gives them a sense of belonging. ▪ Films are a medium through which teenagers are presented with new ideas - be it in terms of dress codes, behaviour or attitude. These are often used by youth in their daily interactions with friends and acquaintances. ▪ Films have created a yearning for romance. ▪ To be tagged "boyfriend" or "girlfriend" implies popularity, cool-ness and modernity.
  • 8. IMMITATING BOLLYWOOD Emulating the Hero - Herogiri: This is a concept which has come from the movies. To be or act like a hero – this implies style, fashion and is associated with the so called 'cool' behaviour. Establishing linkages with glamour symbols: Bikes, cars, discos, smoking, dance, boozing, fashion – clothes/accessories/hairstyles – and body building are the symbols that are considered most glamorous. Projecting the right Image: Projecting the right 'image' is an important aspect. For instance, girls aspire to project the "Uptown Girl" image - it's one who is provocative, presents a challenge - not just to other girls but boys as well.
  • 9. 21st Century Industry It is 21st century now. This era brought immense popularity to the Bollywood, so much that its films appeal the audiences of all segments. Today Indian Cinema, especially Hindi cinema is not only popular in India but also in parts of Middle East, Pakistan, UK and virtually every other place where Indians live. A revolution of sorts has happened in terms of defining glamour, entertainment, commercial values, budgeting, marketing and box office reports.
  • 10. BUSINESS OF BOLLYWOOD Movies are not only the world’s most popular form of entertainment, but the film business is now becoming recognized as a highly lucrative and profitable investment sector. Before the reform, the filmmakers were hugely dependent on diamond merchants and underworld for finances. But today quite a few banks, including IDBI, Exim Bank and Bank of Baroda, are pumping money into movie-making business. The Industrial Development Bank of India (IDBI), which started off by investing Rs.70 million in the industry, is seen as the leader in this sector and has decided to double its investments to the tune of Rs.2 billion.
  • 11. PROS Of Bollywood Movies introduce youths to cultures, historical events and stories with which they are unfamiliar. Movies used in classrooms enhance learning. Movies are enjoyable for all age group people. They stimulate people's emotions, imaginations and conversations. A good cinema always raises issues that makes them question things and force them to search solution. Good comedy movies always refresh the mind & help in increasing creativity.
  • 12. Cons of Bollywood Vulgarity Smoking and alcohol Most movies have sex content, terrorism which leads youth's mind to dangerous way. Youngsters see movies & expect a very rich lifestyle & excess money without hard work. Modern cinemas are violent, consisting crime scenes & , no moral code Abusive language, intimate scenes and vulgarity is corrupting youth and mind-set.
  • 13. Formulating the research Problem KEY ELEMENTS OF RESEARCH TOPIC  Unit of analysis – Youth ( aged between 16 - 26 years )  Characteristics of interest – understanding Role of Bollywood in youth’s life  Time and space boundary – 1 month  Environmental condition – Youth imitate Bollywood in terms of fashion, style , acts performed etc. which has highly influenced their life.
  • 14. OBJECTIVE OF THE RESEARCH 1. To understand various positive and negative factors of Bollywood influencing lives of the youth. 2. To observe the changing response & behaviour of youth to the changing trends in the film industry. 3. To study various likes, dislikes, tastes & preferences of the youth in accordance with the Bollywood celebrities.
  • 15. DEVELOPING OF A WORKING HYPOTHESIS  H_0 : NULL HYPOTHESIS  Bollywood does not play a significant role in Youth’s life  H_1 : ALTERNATIVE HYPOTHESIS  Bollywood plays a significant role in Youth’s life Research design  Type of Research Design – Exploratory Research
  • 16. SAMPLE DESIGN Total = 50 samples Survey Method  Questionnaire  Yahoo Answers Analysis of data Junior Youth (16 – 21 years) / Adult youth (22 – 26 years) Male / Female Media Field / Non - Media Field
  • 17. Q1. What would you like to do in your spare time ? 1. Watch a movie 2. Hangout with friends 3. Study 4. Indoor-Outdoor Games 5. Others
  • 18. 34 % 46 % 9 % 7 % 4% 0 10 20 30 40 50 60 70 Watch a movie Hangout with Friends Study Indoor-Outdoor Games Others Percentage(%)
  • 19. Q2. How frequently do you watch movies ? 1. Once a week 2. Once a month 3. Once in 3 months 4. Others
  • 20. Frequency of watching movies 16 - 21 years 22 - 26 years 0% 10% 20% 30% 40% 50% 60% 70% Once a week Once a month Once in 3 months Others 17% 66% 9% 8% 9% 48% 30% 13%
  • 21. Q3. Which type of movies you like to see the most ? 1. Inspirational / Biographical 2. Action / Thriller 3. Comedy 4. Drama / Romance 5. Sci-Fi 6. Horror
  • 22. TYPES OF MOVIES 18% 16% 22% 30% 8% 6% 15% 19% 27% 21% 11% 7% OUTER RING : MALE INNER RING : FEMALE Inspirational / Biographical Action / Thriller Comedy Drama / Romance Sci-Fi / 3D Horror
  • 23. Q4. What are the most important elements of a movie ? 1. Story Line 2. Cast & Crew 3. Dialogues 4. Fun & Comic 5. Songs / Dance
  • 24. ELEMENTS OF A MOVIE 24% 20% 15% 32% 9% 0% 5% 10% 15% 20% 25% 30% 35% Storyline Cast & Crew Dialogues Fun & Comic Songs / Dance
  • 25. Q5. With whom would you prefer watching a movie ? 1. Parents 2. Siblings / Cousins 3. Friends 4. Others
  • 26. YOUTH Watch movies in the Company of… 71% 20% 7% 2%Friends Cousins / Siblings Others Parents / Elders
  • 27. TOP ANSWERS ▪ I don’t think films have that much impact on youth They are one of the many factors in an ocean of factors Peer pressure, parenting, schooling, etc. would have a much stronger impact than films. ▪ They will only impact only if u want them to ▪ Films do affect the mind set of youth but I consider Television having much more negative impacts on youth. ▪ Movies are meant for entertainment You should laugh out the moment and leave negative stuffs inside the cinema theatre itself ▪ It completely depends upon your perception.
  • 28. Q7. How much maximum amount would you spend for a movie ticket 1. Rs.150 2. Rs.250 3. Rs.350 4. Rs.350 +
  • 29. Maximum amount spent on a movie ticket 19% 32% 22% 27% 47% 46% 6% 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Rs. 150 Rs. 250 Rs. 350 Rs. 350 + 2014 2004
  • 30. Q8. Is Bollywood a secured option for future career ? 1. YES 2. NO 3. MAYBE
  • 31. 28% 67% 5% 19% 47% 34% 0% 20% 40% 60% 80% MAYBE NO YES MEDIA FIELD NON MEDIA FIELD
  • 32. ARTICLE :- THE TIMES OF INDIA
  • 33. Category 1 Category 2 Category 3 Q9. From the following , which group of Bollywood celebrities do you admire ?
  • 34. 27% 12% 61% CATEGORY 1 CATEGORY 2 CATEGORY 3
  • 35. 10. Prioritize following aspects in which you imitate Bollywood celebrities in chronological order a) Aesthetics b) Lifestyle c) Clothing d) Accessories e) Style
  • 36. RATINGS AS PER PRIORITIES CLOTHING AESTHETICS ACCESSORIES STYLE LIFESTYLE
  • 37. 11. Off late Bollywood has been trying too much to imitate Hollywood. 1. Strongly Agree 2. Agree 3. Disagree 4. Strongly Disagree
  • 38. 41% •Strongly Agree 38% •Agree 17% •Disagree 4% •Strongly Disagree
  • 39. Q12. Do celebrities influence you to purchase the products endorsed or advertised by them ? 1. YES 2. NO 3. SOMEWHAT
  • 40. INFLUENCE ON PURCHASE OF PRODUCTS 0% 20% 40% 60% 80% 100% INFLUENCEOF CELEBRITIES 58% 28% 14% YES NO SOMEWHAT
  • 41. Q13. Are Bollywood films making the youth … ? A. Mentally Violent B. Physically Violent 1. YES, VERY MUCH 2. YES 3. NO
  • 42. 38% 34% 28% 53% 31% 16% Inner Ring – Physically Violent Outer Ring – Mentally Violent YES, VERY MUCH YES NO
  • 43. Q14. HAS MUKESH HARANE INSPIRED YOU ? (Smokeless Tobacco Campaign) 1. YES 2. NO 3. DON’T KNOW
  • 44. 34% 55% 11% YES NO DON’T KNOW
  • 45. Q15. Do you Fantasize your life to be a Bollywood movie 1. YES 2. NO 3. AT TIMES
  • 46. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% NO YES AT TIMES 35% 41% 24%
  • 47. “ A good film is higher than any form of Education But a bad one is more injurious than even Poison “