The Trend of Sequels in Hindi Film Industry and Youth's Perception Towards It
Trend of Sequels In Hindi Film Industry And Youth’s Perception Towards It A Research Paper By P R AT H A M E S H D E S H PA N D E MBA(M&E), 3RD Semester,102516030 Manipal University December 2011
Focus of The Presentation• Introduction & Background to Study• Objectives of the Study• Research Methodology• Sequel’s Profile• Application of Management Principles• Data Analysis• Summary Of Findings, Suggestions, Recommendations• Conclusion
Introduction & Background to Study• First Sequels in India• Trend started with “Phir Hera Pheri’• Incredible India• “Youth”- a Driving Factor• Versatile Opinions• Films are Integral Part• Youth and Sequels ?
Objectives of the study• Youth’s Opinion Towards Hindi Films, their Taste, Preferences, Watching Patterns.• Management Principles Applied in Sequels.• The Perception of The Indian Youth Towards Hindi Film Sequels.• Scope of The Sequels In Hindi Film Industry
Research Methodology• Quantitative Research• Sample – who watch Hindi Films, Age Group 18-30, Resident of India.• Sample Size – 100 People• Sampling Technique- Non-probability , Convenience Sampling• Samples From different parts from India North, South, East, West and Central• Data Collection Technique- Online Survey. Sending Links To TG• Data Analysis Software – SPSS 17.0
Review of Literature• Operational Definitions- Youth, Sequel• FICCI (Federation of Indian Chambers of Commerce and Industry) KPMG Report 2011.• Sequel Making: a Strategic Choice for a Film Makers.IIM (B) Research Paper by Aparajita Agarwal and Anshema Gupta• Brand Extensions of Experiential Goods: Movie Sequel Evaluations by Sanjay Sood Xavier Dre`Ze.• Film Sequels: Theory and Practice from Hollywood to Bollywood by Carolyn Jess-Cooke.
Sequel’s Profile• Continues elements of the original story- chronology• Two classes of sequels - character-driven and theme-driven• Further be divided into two sub- categories - story-driven movies that are chronological and independent stories with one central character
Application of Management Principles• Brand Extension• Risk Mitigation• Optimum Utilization of Resources• Product Innovation Strategy
Data Analysis• Cross- tabulations• Chi-square Hypothesis Testing• Weighted Average Scale• Factor Analysis
Cross- Tabulations 16 14 12 10 8 6 age 18-21 4 age 22-25 2 age 26-30 0 once in every once in every 2 once in a mostly on depends upon week week month weekends my mood and time How Often Do You Watch Hindi Films?201816141210 age 18-21 8 age 22-25 6 age 26-30 4 2 0 myself family friends office colleagues someone special Normally With Whom Do You Prefer To Watch Hindi Movies?
201816141210 8 age 18-21 6 age 22-25 4 age 26-30 2 0 Single Screen Multiplex VCD/DVD TV Download Share it from from internet friends Where do you Normally watch Hindi films? 20 18 16 14 12 10 8 age 18-21 6 age 22-25 4 age 26-30 2 0 lage raho Dhoom 2 Phir hera pheri krrish golmaal returns munnabhai Have You Ever Seen Any Sequel of A Hindi Film? Mention any three that you liked
1816141210 8 18-21 6 22-25 4 26-30 2 0 strongly agree agree neither agree nor disagree strongly disagree disagree Story Really Doesn’t Matter In Sequels 18 16 14 12 10 8 age 18-21 6 age 22-25 4 age 26-30 2 0 strongly agree agree neither agree nor disagree strongly disagree disagree Sequel’s Story Should Not Affect/Hamper The core concept of the original movie.
1816141210 8 age 18-21 6 age 22-25 4 age 26-30 2 0 strongly agree agree neither agree nor disagree strongly disagree disagree even if I like the story of a sequel I also see how the sequel is made141210 8 6 age 18-21 4 age 22-25 age 26-30 2 0 strongly agree agree neither agree nor disagree strongly disagree disagree Success Of The Sequels Depends Upon The No Of “STARS” In It.
Chi-square Hypothesis Testing • A: There is No Relationship between Age of Youth and Sequels preferred by them • H0 (Null Hypothesis): there is no relationship between age of youth and sequels preferred by them • H1 (Alternate Hypothesis): there is a relationship between age of youth and sequels preferred by them Age * Top Rank Preferred Sequels Cross TabulationCount Have You Ever Seen Any Sequel Of A Hindi Film? If Total Chi-Square Tests Yes Which One? Mention your favorite sequels Value df Lage Raho Dhoo Phir Krrish Golmaa Pearson Chi- 9.576a 8 Munnabha m2 Hera l Square i Pheri Returns Likelihood Ratio 10.159 8Age 18-21 14 5 3 1 7 30 22-25 7 9 5 3 10 34 26-30 19 6 2 2 6 35 Values comparisonTotal 40 20 10 6 23 99 9.576 < 15.5
B: There is no relationship between youth staying in different locations in India and sequels preferred by them • H0 (Null Hypothesis): there is no relationship between youth staying in different locations in India and sequels preferred by them • H1 (Alternate Hypothesis): there is a relationship between youth staying in different location in India and sequels preferred by them Location In India * Preferred Sequels Cross TabulationCount Chi-Square Tests Top Preferred Sequels Lage Value df Raho Phir Golmaa Pearson Chi- 9.893a 16 Munna Dhoom Hera l Square bhai 2 Pheri Krrish Returns Total N of Valid Cases 99Locatio East 6 5 3 3 2 19n In North 9 4 1 1 5 20India South 7 4 2 1 6 20 West 10 4 1 0 5 20 Central 8 3 3 1 5 20Total 40 20 10 6 23 99 Values comparison (9.893 < 26.3)
Factor AnalysisFactor No. Factor Name Variables/statements Value1 Production factors Coping scenes from Hollywood for sequel production .770 Coping the concept of making sequels from Hollywood .632 Disappointment after watching sequel as compared to original .6022 Fundamental factors Story’s importance in sequels .801 Success does not depend upon the stars .5973 Treatment How the sequel is made is also important .759 Factors Disappointment after watching sequels .5014 Attraction factors Innovation Ability of bollywood .762 Watching sequels without any reviews .660 Trailers importance .654
Summary of Findings, Suggestions, Recommendations• Multiplex in demand and youth’s • Business Model of Sequel watching pattern Production• Most preferred sequels all around • Story is Important factor, Original India concept should not get hampered• Scope of sequel is incremental in • Treatment is also Important Factor nature • “Stars” is a Dependent Factor • Use of Proper Professional Research for Sequel Production • Audience Expectations • It is not only Money
Conclusion• Scope is Incremental in Nature• Yes We Are Learning from Hollywood• “Implementation” And “Following”• Importance of Research• Stories specially written with an intention• “Why” v/s “When”