10 Key trends in the movie biz by Siddharth Roy Kapur

10 Key trends in the movie biz

UTV Motion Pictures CEO
Siddharth Roy Kapur

(1 February 2012)

The Hindi film industry is at an interesting crossroads – one that will define the next phase of growth for the business – both creatively and commercially.

For anyone involved in the movie business in India today, it is an exciting and a challenging time. Exciting because there are so many moving parts that the sheer adrenalin of navigating through them and achieving commercial and creative success can give you a headrush. Challenging because the choices we make today as an industry could determine the trajectory for a whole future generation of studios, filmmakers, actors,
technicians and audiences.

The 10 key trends are:

1. Growth of Exhibition platforms and digitalisation of cinemas: The advent of the multiplex culture and the digitalisation of cinemas has completely changed the dynamics for audiences, exhibitors, distributors and producers.

Films will become much more accessible to the audiences in remote towns via satellite technology, thereby
reducing costs and making it more feasible and cost effective to further increase the penetration of cinema into the hinterland of the country.

2. Marketing and Promotions: Skilfully executed marketing and PR initiatives are increasingly contributing to the good opening weekend of a movie. It plays an aggressive role in driving a film through the “media noise corridor” right from pre-production all the way to release and beyond.

Creating the right noise from the very initial stages of the film to post production stages has become an imperative function coupled with innovation and ongoing market research for every film.

3. New Revenue streams: The advent of new emerging platforms and technologies will pave the way for newer revenue streams for the film industry apart from the box office and other traditional sources of revenue. Innovations like 3G and 4G will change the dynamics of the movie watching experience, creating new access points for consumers across the world.

4. Short and Entertaining: Audiences of today especially the 15-24-year-olds, which form the most significant part of the Indian population and are popularly known as the impatient generation, have a preference for more snacky and short form content.

New age directors who can feel the pulse of these audiences are very capable of delivering content that will soon bring in the trend of watching short format entertaining content on non theatrical platforms.

5. De-risking – Today a studio does not have solely the opening weekend box office collections dictating the commercial fate of the film. Pre-sales deals which include satellite rights, music rights, home video rights and new media rights sometimes help recover 40- 45 per cent of the production cost of the film. Moreover, an established studio with a strong slate of 12- 15 movies a year, today has the advantage of being able to derisk an entire slate of productions well in advance of their theatrical release.

6. Going Regional - The increasing preference amongst audiences for local flavours rather than standardisation in content will see regional cinema growing in the coming years, and demanding a share in
the larger pie of the Indian film industry.

7. Co-productions: The entry of Hollywood studios into the local production sector have increased manifold. Considering that some countries have reached a saturation point, while others have stringent protectionist policies in favour of local cinema, India is an emerging media and entertainment hot spot for international players.

8. Existing paucity of trained talent: The industry today does not see many trained specialists, the reasons being lack of structured film schools and frankly inadequate credit and compensation to talent other than those seen on screen. If this is addressed, it will have a lasting impact on the quality and commerce of our cinema.

9. Changes in legislation – Various amendments to existing laws have been proposed, which will have a direct impact on the functioning of the industry. In this process, it is imperative for the legislators to keep in mind all sides of an issue, rather than be swayed by specific interest groups. The entire commercial dynamics of the industry could be decided simply based on a few of these amendments, and hence the required due diligence must be put in before pronouncing judgement.

10. No distinction beween art and commercial cinema - And finally, a new breed of filmmakers who no longer believe in making a distinction between “art” and “commercial” cinema. They are open to telling new stories and experimenting with new genres in an entertaining manner… the key to making it interesting for audiences to try new fare! It is very encouraging to see so many studios today supporting and encouraging new talent, and I am sure this heralds a very exciting time in our cinema. A time in which all sorts of cinema can co-exist and achieve commercial and creative success.

Latest Reads

MIPCOM 2016 sets new records

CANNES: Record attendances at MIPJunior and MIPCOM, more World Premiere TV and International Screenings than ever, a remarkable Japan Country of Honour programme, a Personality of the Year, Shonda Rhimes, who packed delegates into her keynote interview and a tour de force opening keynote from Sony...

Specials Event Coverage Mipcom
BidSlate offers film buyers, content-owners negotiation platform

What if filmmakers didn’t have to rely solely on film markets and sales agents to sell content? And international film buyers had continuous access to a 24/7 international marketplace populated by an ever-growing catalog of content?

Specials Event Coverage Mipcom
Two popular BMX content creators join XTreme video multi-platform network

XTreme Video, the leading Multi-Platform Network (MPN) for extreme athletes and creators with over 200 million views each month and more than 50 million social followers, today announced the addition of two of YouTube’s top BMX creators, KinkBMX and Boqer123, to the XTreme Video network. Heading...

Specials Event Coverage Mipcom
INsight-Flare to produce reality competition 'The Line'

INsight TV has commissioned yet another new original format in Ultra HD, partnering with Flare Media to produce the reality competition The Line.

Specials Event Coverage Mipcom
FremantleMedia brings 'Familiar Taste' to MIPCOM

FremantleMedia is bringing a brand new title to MIPCOM 2016, which promises to leave viewers feeling warm inside. Familiar Taste sees well-known faces thanking those people who have had a major impact on their lives by sharing with them a surprise meal they have cooked themselves.

Specials Event Coverage Mipcom
MIPCOM: Beta Film delivers interactive TV-event 'The Verdict' throughout Europe

The interactive TV-event The Verdict continues its roll-out throughout Europe and will be simultaneously broadcast in six countries with additional territories to follow. The MOOVIE production by Oliver Berben (“Shades of Guilt”, “Hotel Adlon – A Family Saga”) will be screened in Germany, Austria,...

Specials Event Coverage Mipcom
'Inside the Masters of Dirt' on INsight TV to have non-scripted reality series in ultra-HD

INsight TV has commissioned a new, non-scripted reality series Inside the Masters of Dirt with XTreme Video, which follows the crew that produces the popular freestyle motocross arena show of the same name. Featuring fearless leaders in extreme motorsports, XTreme Video will be the first to present...

Specials Event Coverage Mipcom
MIPCOM: Cyber Group Studios signs deals with broadcasters, digital platforms

On the heels of MIPCOM Junior, Paris-based producer and distributor Cyber Group Studios continues to establish a strong presence worldwide by signing new agreements with buyers including major broadcasters and digital platforms for more than ten series of its catalogue. Deals cover players such as...

Specials Event Coverage Mipcom
Bloomberg Media Distribution signs Hollywood Reporter, Billboard, El Financiero, STAT as partners

Bloomberg Media Distribution today announced a partnership with a raft of premium publishers to provide business, technology, entertainment, music, lifestyle and health news to global audiences. Launched at MIPCOM, Bloomberg Media Distribution will distribute The Hollywood Reporter, Billboard, El...

Specials Event Coverage Mipcom

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories