The Hindu Business Line : Is marketing key to box-office success?

In a constantly changing market, investments in marketing would probably help improve the possibility of a theatrical release success, say industry representatives.

"At the current juncture not much is being done by way of marketing of films," says Mr Sahdev Ghei, Vice-President (Distribution), Yashraj Films, a firm promoted by Mr Yash Chopra and which had three box-office successes last year.

The year 2004 showed there is no viable formula for success, what with an action thriller in Main Hoon Na, a romantic comedy in Hum Tum, a cross-border romance in Veer Zaara or just a racy action-packed Dhoom. Those with moderate success also were had varied themes as evident in the theatrical performance of Lakshya, Khakee, Hulchul, Ab Tak Chhapan, Julie and Murder.

"Obviously, what works in the market is constantly changing. Formula films are dead. The market is keen to explore and experiment with new ideas," says Mr Pritish Nandy, Chairman, Pritish Nandy Communications (PNC).

The Indian film industry turns in the highest number of films every year, but most of them do not survive beyond the first two weeks at the theatre. A good theatrical run has a multiplier effect on the earning potential of the film by way of satellite rights, DVD sales and other avenues.

Filmmakers have been exploring new themes and styles in a bid for success at the box office. Bolstered by the success of Jhankar Beats, a film that does not fit into the traditional parameters of a Hindi film, PNC has decided to back projects with unusual and innovative themes. "We are scaling up our film production activity but choosing subjects we believe will work," says Mr Nandy.

PNC is due to release a mega project, Shabd, on February 4.

K Sera Sera is also carving out a space in the film industry with its niche offerings in the horror genre. The company's foray into the international market will also test unconventional themes.

UTV, another recent entrant into film production and distribution, is also looking at a combination of projects both in terms of themes as well as budgets. In 2004 it was involved with major co-productions Lakshya and Swades. It has plans for seven films; three projects are already under way, says Mr Ram Mirchandani who heads the movie business at UTV.

Yashraj Films has a slew of film releases slated for2005; some its own and the remaining from other movie houses. Though the company has tasted success in the mainstream Bollywood style of filmmaking it is likely to consider the production of an English film this year.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
At Café Masala, you pay for what your food weighs

Is marketing key to box-office success?

Pidilite forays into snack market with `Chikkers'

Empee to take up movie publicity to promote Old Secret

MTNL told to pull out `misleading' ad for Garuda

Santi Arts launches online print sales

Pepsi's Indira Nooyi meets Chidambaram

Apple unveils $499 Mac Mini