Movies

Film industry needs to look beyond box office

















MUMBAI: Tapping revenues beyond the box office is a challenge that the Indian film industry has to wake up to. This is particularly important when film production and marketing costs are going up.


Kick-starting the session on "Rethinking Fim Marketing and Distribution: Beyond Box Office" at Ficci-Frames here today, Moser Baer entertainment business CEO Harish Dayani said that only two per cent of India‘s population go to the cinema theatres to watch a film. Even as this percentage is declining, the game is to tap the remaining 98 per cent.


The need of the hour is to deliver the product to the consumers at their convenience without leaving any room for piracy which takes away a major chunk of the box office revenues.


Speaking on the scope that online distribution of films throws up, Rajshri Productions director Rajjat A Barjatya said: "We released the film Vivah simultaneously in 200 screens in India and 100 screens overseas as well as online. We got a whooping 6500 downloads worldwide. Online contributed to 50 per cent of our total revenues. The entire model turned out very well and that shows the future of online distribution."


Box office collections, however, stay as the major revenue earner for films. "Film is a brand which needs to be established well. This happens only at the box office and then the brand is ready to be exploited on other platforms. No one would buy an unknown brand," said Sony Pictures India CEO Uday Singh. The Sony distribution company recently diversified into film production and released Saawariya which fared average at the box office.


Indian filmmakers have started exploiting various revenue streams including merchandising. Mates CEO Darshana Bhalla cited the example of blockbuster film Om Shanti Om which earned 63 per cent through box office collections, but also raked in revenues from merchandising. OSO tied up with retail chain Shoppers Stop and organized fashion shows to promote the film. Home video accounted for 15 per cent of the film‘s gross earnings.

Another trend gaining currency is in-film placement of products.


Speaking at the session, Reliance Entertainment chief marketing officer Saurabh Varma said: "One will mainly see film merchandising on stationary, apparels and special items created around the subject of the movie."

Not a very unusual area of discussion, but gaming was another aspect touched upon by Varma. "In the past we have seen a few films coming up with post release games, some of which have been successful. Dhoom 2 is the prime example of the same. It was only after the film‘s success that the makers
decided a game on the same," he said.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/burnt%20%281%29.jpg?itok=060rAWNJ
Cooper's 'Burnt' on Romedy NOW! on Sunday

Ever felt like kitchen is the only place you’ve ever belonged to? If yes, then Romedy NOW is set to treat everyone from excellent chefs to foodies and movie lovers, with the Indian TV premiere of comedy-drama movie Burnt. The movie will be aired on Sunday, 26 February, at 1:00pm and 9:00pm.

Movies Hollywood
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/24/rangoon%20%281%29.jpg?itok=7XP4XlhH
Rangoon... What a debacle!

Every filmmaker wants his own ‘all time classic’ and it is best not to confuse such a filmmaker with a realistic, practical maker with business sense. This lot is usually pretentious and indulgent kind. He wants his own Gone With The Wind, a Doctor Zhivago, Mary Poppins, Sholay, Hum Aapke Hain Koun...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/ghazi-800x800.jpg?itok=Mb7dq7bT
Tax concessions would have boosted 'Attack On Ghazi'

The past week saw a variety of new releases. `The Attack On Ghazi’, was a rare war film for the Indian audiences and an underwater film about war between an Indian and Pakistani submarine, Ghazi. The film, based on the 1971 war, was painstakingly made. The other film, `Irada’ --- film’s title did...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Amar%20Kaushik-800x800.jpg?itok=WPfYtYdK
Berlin Festival: Amar Kaushik's 'Aaba'wows audience

MUMBAI: Indian filmmakers never cease to amaze the global audience with their storytelling and filmmaking skills. As the Berlin Film Festival drew to a close on Saturday, Indians had a reason to rejoice. Debut filmmaker Amar Kaushik’s short film, Aaba bagged the prestigious award at the 67th Berlin...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Sony-Le%20%281%29.jpg?itok=hyfMHMUo
Sony Le PLEX HD to air tribute-movies of Hollywood actors

This February, Sony Le PLEX HD will pay tribute to those well-known actors who passed away too soon into their career. From Heath Ledger to Paul Walker, Hollywood has lost some gems too early, leaving fans and critics disheartened and wanting for more. `WatchIt’s 9O’Talk themed ‘The Tribute’ will...

Movies Hollywood
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Sultan.jpg?itok=dv1fl9eF
How Sultan and Naagin are being pirated in Russia

MUMBAI: Here’s some food for thought for Indian TV channel broadcasting executives zapping their channels via satellite, cable TV or VOD services into Russia or onto and syndicating content to Vladmir Putin’s land. And this includes movies such as Sultan, and super popular shows such as Naagin.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/irada%20%281%29.jpg?itok=Nv-MjIot
Irada....Docu-thriller?

The title Irada comes across as B-grade 1970s and it has little relevance to the theme of the film, which is honourable. The film is about an ecological problem, almost a disaster. The issue dealt with here, though, is not as infamous or as well known as the Bhopal gas tragedy.

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/ghazi%20%281%29.jpg?itok=S4_SNdBv
The Attack On Ghazi.....Worth watching but....

A lot of things seem to be going right for India and its people in various fields and, suddenly, people have learnt to take pride in achievements of her people in sports, space science, IT, coupled with a newly acquired sense of patriotism over past couple of years. This has been making many...

Movies Hindi
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/16/sunil-lulla%20%281%29.jpg?itok=zEUe5UB6
Eros profits more than double in third quarter 2017

The Sunil Lulla led Eros International Media Limited (Eros) reported almost 2.5 times (2.496 times) consolidated profit after tax (PAT) for the quarter ended 31 December 2016 (Q3-16, current quarter) as compared to the corresponding year ago quarter (Q3-16). Eros PAT for the current quarter was Rs...

Movies Hindi

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories