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Commercialisation of film making

India is a nation which produces the largest number of films per year. 73 per cent of the films produced in South Asia are Indian movies. Indian movies are also popular abroad especially in US where there is a vast number of migrated Indian population. Cinema is supposed to be a reflection of society. With changing socio-economic cultural scenario, trends in Indian cinema are also changing.

Cinema is becoming widely popular and easily available to all sections of society due to improvements in technology. Pirated CD’s available in the market within days after a new film has been released also attracts people from all strata. Since more and more population are involved in watching films which results in better box office collections and sooner or later, people throng to multiplexes to watch movies of their preferences. Not to mention multiplexes charge exorbitant rates and people casually shell out the extra buck for seeking some entertainment. So in the 90’s, the prices of tickets were Rs 70 to 80 whereas now, people have to pay anything between 150 to 300 for watching a movie. Moreover, now films have an overseas market which further enhances their revenue collection and this leads to lavish investment for their next film with shooting in exotic locations etc.

However, low budget films with meaningful storyline also rule the box office so with the evolution of the mindset of the audiences, well made films are also getting appreciated. The revenue earned by films are such that many A grade actors charge a certain portion of the profit earned by the film as their fees. No doubt they receive a hefty amount as remuneration. Of course, the star quotient is also a factor. The Khans enjoy such popularity that the films starred by them become a marketing tool for the director. They influence the market demand for the film. Further, shooting in foreign location and narrating the tale of Indian families settled abroad in a masala flick helps a film to earn foreign revenue from the nostalgic Indians settled abroad.

Of late, another trend has begun in Bollywood which is known as the 100 crore club. For instance, a film like Dhoom 3 had occupied almost all the screens across the city hence people had no option left but to watch that particular movie. Hence the movie became an all time blockbuster. Besides, box office opens on Fridays which marks the night before the weekend hence enabling film enthusiasts to watch the movie. Many movies are released on auspicious dates marking certain festivals. Hence, audiences are willing to spend that extra buck to have a good time with their family or friends. Moreover, music rites are sold globally these days which enables filmmakers to earn surplus revenues. Nowadays films are promoted extravagantly. Hoardings on BEST buses, trailers released in all forms of the media, actors appearing on silver screen to promote their movies all play with the psyche of the target audience trying to convince them to watch the movie through the glitz and glamour of the way of promotion.

Another way of increasing the popularity of a film prior to its release is merchandising. For example, before Krissh 3 was released, similar masks were available in the market for the kids. News channels also promote stars and movies through their entertainment beat. Hence, be it technology, promotions or advent of multiplexes, Indian cinema has a vast market both within and outside the country. Long live Indian cinema.

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