A comparative Analysis – Why 2016 Was Not As Good A year For Bollywood As 2015
Ajit Andhare, operations head at Viacom18 Motion Pictures says, movies should be budgeted based on the script and targeted audience.
“I have said this before and I maintain that we (as an industry) need to start budgeting movies depending on the script and who the content is meant for. Only then will we see profitability rise. The other challenge I notice is increasing the footfall to movie screens. There might have been a slight dip in the footfall in 2016 and while inflation in ticket prices makes up for some of this drop, the movie-going habit needs to be encouraged for the industry to grow,” – Ajit Andhare, operations head at Viacom18 Motion Pictures.
“Release strategies and marketing are connected to the cost of production, genre and talent. Marketing is all about smartly reaching the audience through various mediums, through appropriate budgets. Release strategies (number of screens) have to be planned accordingly, so as to bring out the optimal box office collection.” – Sunil Lulla, managing director, Eros International
Marketing continued to play a significant role, with studios opting for a measured and targeted approach, rather than going for a general strategy.
“With hundreds of movies releasing every year, marketing is critical in communicating about your film to the audience, as well as building that connect, creating excitement and anticipation. For example, with Dangal, we stayed very true to the movie and didn’t overdo the marketing noise levels.The most important collateral launch, the pay-off trailer, was done in a pure-play digital method, instead of a traditional TV and print burst. We built upon the existing positive buzz by releasing strong audio and video assets. We also rolled out some behind the scene units, such as the ‘Fat to Fit’ video which went on to become viral, as it was raw and real and showed the effort behind Aamir’s phenomenal transformation,” – Amrita Pandey, vice-president, studios, Disney India.
Though the demonetization instilled fear of pulling down by many, from the success of Dangal it seems the industry didn’t suffer largely. Kamal Gianchandani, chief executive at PVR Pictures, feels the success or failure of a title cannot be attributed only to the cash crunch from demonetization.
“Content plays a big role. If the content is appealing, the film will do well, as we saw with Dear Zindagi and are seeing with Dangal. The main impact was felt in the first two weeks, when the content from Bollywood didn’t really excite the audiences either,” – Kamal Gianchandani, Chief Executive, PVR Pictures
Content did play a major role this year, as in the past three-odd ones. Neerja, Pink, Kapoor and Sons, Dear Zindagi, Baaghi, Airlift, Udta Punjab and Rustom were much appreciated by critics and proved that good content sells.
“2016 has been a good year for differentiated content and high concept films. It’s been the year of biopics and realistic cinema which not only entertains but presents a new story that audiences haven’t seen. Most important, once again, it has reinforced the power of good scripts,” – Vijay Singh, chief executive, Fox Star Studios