The document summarizes a study on consumer awareness and growth of regional Gujarati movies in Ahmedabad city. It provides background on the Gujarati film industry and discusses how it declined but is now experiencing renewed growth. The objectives of the study are to examine awareness of Gujarati films amongst Ahmedabad residents, the influence of regional cinema, reasons for the recent growth from single screens to multiplexes, and perspectives of viewers. The methodology involves quantitative surveys using structured questionnaires administered conveniently to Ahmedabad residents to collect primary data.

1. Study of consumer awareness and
growth of Regional (Guajarati) Movies in
Ahmedabad city
Presented By:
Atithya Vyas
Dhruvi Bhatt

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6. Entertainment industry
• Entertainment is a form of activity that holds the attention
and interest of an audience, or gives pleasure and delight.
• It can be an idea or a task, but is more likely to be one of
the activities or events that have developed over thousands
of years specifically for the purpose of keeping an
audience's attention.
• Entertainment industry (informally known as show business
or show biz) is part of the tertiary sector of the economy and
includes a large number of sub-industries devoted to
entertainment.
• However, the term is often used in the mass media to
describe the mass media companies that control the
distribution and manufacture of mass media entertainment.
In the popular parlance, the term show biz in particular
connotes the commercially popular performing arts,
especially musical theatre, vaudeville, comedy, film, and
music.
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7. Overview of World Market
The global movie and
entertainment industry is
expected to reach an estimated
US $139 billion in 2017 with a
CAGR of 4.2% over the next
five years.
The professional services firm
says globally, film revenue will
grow at a rate of 3.6 percent
per year to $106.01 billion by
2017.
Overview of Indian Market
Entertainment Industry in India
has registered an explosive
growth in last two decades
making it one of the fastest
emerging industries in India.
As per the combined survey
report by KMPG and FICCI, the
entertainment industry in India
is expected to expand by 12.5%
every year and is likely to reach
US$ 20.09 billion by the year
2015.
Overview of Gujarat Marke
Entertainment industry is les
flourished in Gujarat as
compared to other industries
However, regional films, loca
radio, regional events,
celebration of regional festiva
are some of the segments
Gujarat boasts as its means
entertainment.
But compared to Goa and
Mumbai, Entertainment indus
does not account for huge
contributions to the state.

8. Major companies in the
entertainment industry
Advertising
• Lamar
Advertising
Company
(LAMR)
• Clear Channel
Outdoor
Holdings (CCO)
• Omnicom
Group (OMC)
• Oglivy and
Marthur
• Mudra group
Television
• Doordarsh
an
• STAR TV
• Zee
Television
• Sony
Television
• BBC
World
• SUN TV
• Discovery
Channel
• And
Others.
FilmedEntertainment
• Paramount
• Yash Raj Films
• Dharma
Productions
• Viacom 18
Motion
Pictures
• UTV Motion
Pictures
• Eros
International
• Excel
Entertainment
• Walt Disney
Company
• Columbia
Pictures
VideoGames
• Microsoft
• Sony
• Nintendo
• Electronic
Arts
• Activision
• Gamestop
InternetbasedMedia
• Google
• Microsoft
• RealNet
works
• Sina
• Yahoo!
• Virgin
Media
• Verizon
Commun
ications

9. Sectors of Entertainment
INDUSTRY

10. Literature review
• Debshika Dutta (2009) pointed out that the recent alliance with big
west entertainment giants like Walt Disney and Warner Group are
surely taking Bollywood leaps and bounds ahead from its current
time and also leading India to a platform where it would become the
most favorable destination for many global production units of film
sector.
• Thomas L. McPhail (2010) pointed out that more than 50 per cent of
Hollywood movies earn their revenues from abroad.
• Many research findings indicate that going to cinema is not an
isolated independent phenomenon, but a social experience
(Bachmann, 1997)
• Articles:
– Crisis-hit Gujarati film industry gets 100% tax rebate
• Mithun Roy | Ahmedabad May 3, 2005
– Gujarati Movie ‘Kevi Rite Jaish’ Impresses On Social Media
• By Prasant Naidu | July 19th, 2012|
– The Gujarati film industry is in a great phase right now: Dhwani
Gautam
• Kalgi Patel, TNN | Jul 14, 2014, 10.57AM IST
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11. Background Of study
"Over the last few years, the share of Hindi films to the overall films certified has
declined," and the regional film industry "stands at the threshold" of an opportunity
to convert its increasing recognition into higher revenues and acceptance. Experts
say with the right marketing and content, mainstream audiences would be drawn
towards regional cinema, which is estimated to be a billion dollar industry.
Corporate studios like Eros International and the Anil Ambani-owned Reliance Big
Pictures are looking to capture this market, especially in southern India where local
film stars rival Bollywood actors in popularity.
Then why not “DHOLLYWOOD”??? Lies the question
Are We Responsible for Killing the
Gujarati Language? This is the question WE want
to address through by the following research. Kids grow up with
a detachment with their own language, yet it was not completely
wiped off from them. So, they are torn between Gujarati and
English, East and West.

12. Contd…
Gujarati cinema or Gujarati film industry is one of the largest regional
and vernacular film industries of Cinema of India, dating back to April
9, 1932, when the first Gujarati language film titled, “Narsinh Mehta”
was released. After flourishing through the 60s, 70 and 1980s, the
industry saw a decline, in 2005 the Government even announced
100% tax exemption for Gujarati film.
Not too far in history, people were literally ashamed of seeing a movie
in their own language-Gujarat. It was considered as being a laughing –
stock amongst peers if a person was interested in Guajarati movies.
This behavior was particularly seen only in Gujarat, as in South Indian
states like Kerala regional movies hold very high importance and
prestige.
TABLES SEEM TO BE TURNED
A Guajarati movie released with title ‘Kevi Rite Jaish’, has been
a game-changer for the urban Gujarati film industry. The film
has set a milestone for being the first Gujarati film to release in
multiplexes and running houseful for ten weeks.

13. Objectives of the Study
To study about the awareness of gujarati
movies amongst people of Ahmedabad.
To know regarding the influence of
existence of Dhollywood upon people of
Ahmedabad
To study the recent growth of gujarati
movies – from single screen to
Multiplexes
To know the reasons for the growth of
gujarati movies in Ahmedabad from the
viewers.
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14. Research Methodology
Research design can be defined as a blue print to conduct a research study,
which involves the description of research approach, study setting, sampling
size, sampling technique, tool & methods of data collection & analysis to
answer specific research questions or for testing research hypothesis
Type of Research Design used: “Quantitative Research”
Type of Quantitative research used:
Exploratory research followed by Descriptive research
DESCRIPTIVE RESEARCH: seeks to describe the current
status of an identified variable. These research projects are
designed to provide systematic information about a
phenomenon.
EXPLORATORY RESEARCH: is carried out to study the
actual research problem and its background information in
detail

15. Sources of Data
Primary Data:
Primary data will be collected through
structured questionnaires with open
ended and close ended questions
administering conveniently on the
respondents across the city of Ahmedabad.
Secondary data:
– Online websites
– Brochures
– Blogs
– Comments in internet forums
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16. Population and Sample
Population
•Target population includes people of Ahmedabad who watch movies.
Sampling Method
•Convenience Sampling is used in order to determine the customers.
Sampling Frame
•Sampling frame is those people who are living in Ahmedabad and
who watch movies.
Sample Size
As per sample size calculator:
384