A project on HINDI FILM INDUSTRY- BRAND INDIA

A project by: Names Madhura Borwankar Sohil Kisan Jagjeet Kaur Saini Nitesh R. Shahani Sarita Sheoran Hem Sheth Roll No.s 7 20 38 43 46 47

INTRODUCTION
The Bollywood industry is one of the largest industries in India, though it is still not considered to be a mainstream industry because of its highly unorganised structure. Nevertheless it cannot be denied that it is one of the most lucrative and highly volatile sectors, where a film can make or break careers. The name "Bollywood" is a portmanteau of Bombay (the former name for Mumbai) and Hollywood, the center of the American film industry. However, unlike Hollywood, Bollywood does not exist as a physical place. The movie industry largely depends on the audience, the consuming public for its revenue. The way and means to reach this diverse audience is through promotions.

Where once, the only source of promotions was word of mouth, today there are diverse mediums available. Promotions have become an integral part of the movie budget. Promotions have taken the pride of place in a movies marketing campaign. As with any product or offering for which promotions are necessary, it is so with movies too. These days, promotions start from the day the movie is announced and go on till the day the red carpet premiere takes place. Promotions in themselves have become very essential because film makers have realised that awareness and interest in their films have to be generated much prior to the actual release of the movie so that a movie at least takes a minimum guarantee (MG) opening. Modern hi-fi tech-savvy age showcases new-age cultural phenomena. Movies the cultural index of the society reflect the neo-emerging trends. A movie no longer conveys the message to the audience unless it is presented in an innovative fashion. Movies to move the audience have to be marketed competently with effective promotion, proper distribution channels, state-of-the-art facilities and so on. The channels of communication are explored to launch the film in the most effective manner.

Day by day new age technologies are exploited to give a movie an added edge over others. Promotion is the buzzword. Movies are promoted with a target audience, which eventually determines the box office success rates. For the last few decades Bollywood producers have been releasing the film's soundtrack, as tapes or CDs, before the main movie release, hoping that the music will pull audiences into the cinema later. Often the soundtrack is more popular than the movie. In the last few years some producers have also been releasing music videos, usually featuring a song from the film. However, some promotional videos feature a song which is not included in the movie.

The Indian film industry can trace its roots back to the early 20th century when the country launched its first silent feature film known as Raja Harishchandra. From this point onwards the Indian film industry rapidly grew as films became more popular as a source of entertainment in India. By 1931 Bollywood had its first feature film to include sound and by the 1970s had surpassed its western counterpart in movie production, churning out films by the hundreds each year.

Film City was setup in Mumbai in around 1911 by the late great V. Shantaram a prominent actor and director. It was meant as a place where directors, actors and other associated people in the film industry could work under one roof. The sprawling complex boasts state of the art film equipment, detailed sets and the latest production equipment.

HINDI FILM INDUSTRY- OVER THE DECADES

Hindi Film Industry has seen enormous evolution over the years. Many great artists have contributed to the success of the Hindi Film Industry decades by decades. Every decade saw great and unforgettable films. The major evolution in the Hindi Film Industry started in 1940s and 1950s when sound and colours became essential parts of films in India. 1940s Hindi Film Industry saw many great artists like Prithviraj Kapoor and Dilip Kumar during this period of pre-independent and independent India. The battles against the Britishers during this era made lots of filmmakers to make patriotic films. The expression against the British Empire was very much visible in Dilip Kumars Shaheed(1944), Andaaz, Jwar Bhata, Sunhere Din and Jugnu are some of the other significant films released during this period. 1950s This era was dominated by great and unforgettable artists like Raj Kapoor, Guru Dutt, Dev Anand, Nargis, Meena Kumari and Ashok Kumar. In the later part of 1950s Sunil Dutt and Kishore Kumar dominated the Hindi Film Industry. Rural India was portrayed in this era. The farmers struggle and their uprising against the landlords for social equality was a dominant factor of this era. During this times humour also started making its way in the Hindi Film Industry as Kishore Kumars Chalti Ka Naam Gadi did wonders as the Indian population wanted to laugh after painful 200 years of freedom struggle. In 1957, Mother India became the foremost Indian film to reach the Oscars in the Best Foreign Film category Hulchul, Aan, Jagte Raho, Naya Daur, Kaagaz Ke Phool and Baijuare some masterpiece of this era. 1960s During this decade, Rural India was left in the wake of India being looked upon as a rising nation. Improvement of law and order in the country was the need of the hour thus films like Kala Bazaar and Kanoon dealt with this subject. Later in this decade, flashing vintage cars and multi-coloured attires became integral parts of Hindi films as India was slowly but steadily entering the world of fashion. Mughal-e-Azam, Sahib Biwi Aur Ghulam, Guide, Jewel Thief, Ram Aur Shyam, Aradhna and Barsaat Ki Raat are some of the most momentous films of this period. 1970s This decade was largely dominated by artists like Rajesh Khanna, Amitabh Bachchan, Hema Malini, Jaya Bhaduri, Dharmendra and Manoj Kumar. Films like Reshma aur Shera, Seeta Aur Geeta, Abhiman, Bawarchi, Aandhi, Golmaal, Anand, Mera Naam Joker, Hare Krishna Hare Raam and Purab Aur Paschim are some of the most significant films of this era. It was in this era that Amitabh Bachchan got the title of Angry Young Man of Indian Cinema with some of his great films like Zanjeer, Sholay, Amar Akbar Anthony, Don and Kaala Pathar. This era also saw the western influence on the Indian society with films like Hare Rama Hare Krishna and Purab Aur Paschim.

1980s During this decade the concept of Angry Young Man continued as lots of films were made showing one man fighting against the injustices of the society. This era also saw some other great artists like Anil Kapoor, Rishi Kapoor, Sanjay Dutt, Aamir Khan, Kamala Hassan, Sridevi, Madhuri Dixit, Vinod Khanna, Meenakshi Shishadri and in the later parts of this decade Salman Khan made an entry with a huge hit Maine Pyar Kiya. This decade had mixes of comedy, musical and family oriented films. Namak Halal, Chasme Baddoor, Angoor, Namkeen, Jaane Bhi Do Yaaro, Naukar Biwi Ka, Chaalbaaz, The Burning Train, Disco Dancer, Mr India and Jaane Bhi Do Yaaro are some memorable films of this time. 1990s Romance and family oriented films were the flavour of this decade with bits and pieces of comedy films, war films and films based on life in underworld contributing to the success of many artists of this decade. Shahrukh Khan, Salman Khan, Kajol, Rani Mukherjee, Priety Zinta, Akshay Kumar dominated the Hindi Film Industry in this decade. Shahrukh Khan became the next super star with his some of the unforgettable romantic films like Dilawalwe Dulhaniya Le Jayenge, Dil To Pagal Hai, Kuch Kuch Hota Hai, Mohabattein and Pardes in this decade. Darr, Hum Aapke Hai Kaun, Dil, Beta, Deewana, Khuda Gawah, Karan Arjun, Rangeela, Hum Saath Saath Hain, Hum Dil De Chuke Sanam Taal, Border, Dil Se and Satya are some of the prominent films of this period.

2000s Dominance of Hrithik Roshan, Abhishek Bachchan, Aishwariya Rai, Ranbir Kapoor and Sonam Kapoor continues as this decade is coming to an end. This decade saw lots of films being made on issues of terrorism. Films like Monsoon Wedding and Bollywood Hollywood appealed the NRI audience who are increasing in numbers day by day. Thus a new concept of Hinglish cinema became popular among the young generation. Films like Lagaan, Munaabhai MBBS,Lage Raho Munnabhai, Gadar Ek Prem Katha, Lagaan, Dil Chahta Hai, Kabhi Khushi Kabhie Gham, Koi Mil Gaya, Kal Ho Naa Ho, Devdas, Saathiya, Veer Zaara, Main Hoon Na, Krrish, Om Shanti Om, Taare Zameen Par Chak De India, Ghajini are some of the memorable movies of this decade. This is the decade when attitude of the filmmakers and audience opened and films were made on issues which no one would have considered ten years ago. This decade would be remembered for A.R. Rehman who received an Oscar in the early 2009

WHY BOLLYWOOD?
Bollywood has been bringing about significant changes in the socio-economic situations, from decade to decade. The changes or the transitions have only led to the betterment of the industrys perspective to serve the society. Some of these changes can be highlighted as follows: Change in attitude of film makers and public Hindi Film Industry is changing with the change in the attitude of the film makers and the audience. Thus the film makers now have started making films with shorter duration rather than three hour long films. Nagesh Kukunoor, a renowned filmmaker who is known for his offbeat films feels that dance sequence and songs will remain audiences favorite but their preference was changing. According to people, time nowadays is very precious and so they have started giving preference to the films with shorter duration like Bheja Fry and Khosla Ka Ghosla which were only two hours long and were huge success at the Box-Office. Also with the success of Hindi Film Industry in the overseas market, many new film makers have started making films on themes which no one would have thought ten years ago. Films based on homosexuality like Girlfriend, Dostana, Straight and also films based on relationship of older man and a teenage girl like Nishabd were made by film makers and some of them were successful at the Box-Office which clearly shows that there was a great change in not only the attitude of the film makers but also the audience. Transition in Genre The Hindi Film Industry has seen various genres till date. It started with the movies based on Indian mythology and social themes. During these era movies like Raja Harishchandra, Nal Damyanti, Hari Bhakti, Garib ki Duniya etc. became very popular. Also a number of films like Duniya Na Mane, Achyut Kanya, Aurat etc. created a strong impact in opposition to the social injustices. During 1950-1970, Hindi Film Industry saw the movies based on tragedy, patriotism and romance. These genres were majorly dominated by superstars like Dilip Kumar (Tragedy King), Manoj Kumar (Bharat Kumar) and Rajesh Khanna (Kaka) respectively. Although good romantic and offbeat movies continued 1970s saw the era of action movies during which Amitabh Bachchan The Angry Young Man of Indian Cinema became a one man industry. During this genre special scripts were written keeping Amitabh Bachchan in mind. In the early 1980s action movies continued to dominate but its genre soon diminished with the introduction of musical films and family oriented films like Karz and Maine Pyar Kiya. The genre of family oriented movies continued in 1990s under the banner of Rajshri Productions which gave a huge hit of that time- Hum Aapke Hai Kaun. 1990s also saw the genre of romantic and comedy movies during which Shahrukh Khan and Govinda stole all the attention.Start of 21st century was flooded by horror movies. After 2003 movies based on real life issues

and current affairs were made by number of film makers. Since then it has been noticed that whatever the genre may be, the viewers have become so intelligent that they give greater importance to the script rather than the genre which has been prevailing.

Bollywood provides Employment Bollywood employs people from all parts of India. It attracts thousands of aspiring actors and actresses, all hoping for a break in the industry. Models and beauty contestants, television actors, theatre actors and even common people come to Mumbai with the hope and dream of becoming a star. Just as in Hollywood, very few succeed. Since many Bollywood films are shot abroad, many foreign extras are employed too.[ Stardom in the entertainment industry is very fickle, and Bollywood is no exception. The popularity of the stars can rise and fall rapidly. Directors compete to hire the most popular stars of the day, who are believed to guarantee the success of a movie (though this belief is not always supported by box-office results). Hence many stars make the most of their fame, once they become popular, by making several movies simultaneously.

Career in Hindi Film Industry- No longer a mans world Women in the past were restricted only to acting as a career when they wanted to join Hindi Film Industry. This has changed totally as women have started making mark in many aspects of Hindi Film Industry. Women have become directors, Farah Khan Main Hoon Na and Om Shanti Om, Zoya Akhtar Luck By Chance are few women directors who made their names as directors. Women have also started producing movies like Juhi Chawla produced Main Hoon Na under the banner of Red Chilies Entertainment, Hiru Johar has produced many movies under the banner of Dharma Productions and there are many other women producers who are minting huge amount of money. Not only have women made their names in such popular aspects of the films but have also taken active participation in assisting for the films and editing the films.

Change in portrayal of women As the role of women in the Indian society has been changing over the years, similarly the portrayal of women in the Hindi Film Industry is changing. As put by Lara Dutta, former beauty queen turned female actor A perceptible change has happened in the approach about picking up the female actors. Roles are being built around them,The role of Aishwariya Rai in Ashutosh Gowarikars Jodha Akbar is the perfect case of how the portrayal of women in Hindi films have changed in todays times. Aishwarya Rai played the character of Jodha Bai who without leaving the values of her religion showed strength in becoming a Muslim queen. Also Chak De! India girls showed how girls in India are no less than boys in playing sports. No filmmaker would have thought to make a film on such theme even ten years ago. Recent films like Laaga Chunri Mein Daag and Aaja Nachle showcased

the female lead as a protagonist and were different from the monotonous Hero dominated films, which were made on large scale in the past.

Change with respect to location During 1930s to 1940s the major portion of any film was shot in small studio set. Location plays an important role in Film Making. Thus later on outdoor shooting started taking place but they were restricted to certain location because of lack of financial aid. The preferred locations were Kashmir, Mahabaleshwar, Lonavala, Ooty, Mussoorie etc. The first Film to be shot out of India was Naaz at locations like Cairo and London. Slowly and gradually with the entry big producers and production houses with flaunting budget outdoor shooting (foreign) became more frequent. Sangam produced by Raj Kapoor was shot in three different locations Venice, Paris and Switzerland. This was followed by Monaj Kumars (Bharat Kumar) Purab Aur Paschim, Shakti Samantas An Evening In Paris. Due to the success of these films lots of producers and directors started getting attracted to foreign locations. As a result of transition big producers and directors like Yash Chopra, Karan Johar, Sanjay Gupta and many more have started shooting more than 90% of the film in the foreign location depending on the script.

Since the very first silent films the world has been captivated by the big screen. In fact, acting has been a major part of our civilizations from the very beginning. But it is these motion pictures that have changed the face of this part of our lives for every. But while for many years it has been Hollywood that was the birth place of actor's dreams, there are other settings now that have come up in the world as being well known for their films and stars born from them. For example, bollywood is one of these settings, and while perhaps not as large as Hollywood, it is still setting a name for itself all over the world. This magical sounding place is in fact the Mumbai based film industry in India. And the reason why it is quickly becoming a household name is because it one of the largest film industries around the globe. In fact, with over 1000 films being released each year and one of the major employers in India having over a million people working for them; you can see that it is quickly gaining speed as a force to be reckoned with. Furthermore, for those that are unsure of the name bollywood then you may have heard it referred as Hindi cinema. In addition, while they do produce movies in Hindu, they also produce them in English and Urdu. But even if this is news to you, it is important to note that this film industry has been around since the very beginning. With silent films starting in 1913 as well as a huge hit with their first sound movie, this film industry in India is not some fledgling whim. What's more, while the very first films were made on almost nonexistent budgets the bollywood videos of today are multi-million dollar affairs. Furthermore, if you ever have the pleasure to watch one of these films you will see that they even employ the best special effects experts to ensure a film that could rival any Hollywood production. But what makes the majority of these films so different from others of today is what made certain films of yesteryear so popular then. You will find when you watch these films that a big part of them is about song and dance. Furthermore these bollywood masala have everything that is needed today to make people feel inspired like love triangles, comedy, and even fight scenes. So when you want to take a break from the same old tired movies that come out every day, and are looking for something new and heartfelt that will give you the fun and excitement of a music video, and the drama of the big screen then check out these amazing films.

FINANCES AND FOREIGN INVESTMENT

Bollywood films are multi-million dollar productions, with the most expensive productions costing up to 100 crores rupees (roughly USD 20 million). Sets, costumes, special effects, and cinematography were less than world-class up until the mid-to-late 1990s, although with some notable exceptions. As Western films and television gain wider distribution in India itself, there is an increasing pressure for Bollywood films to attain the same production levels, particularly in areas such as action and special effects. Recent Bollywood films have employed international technicians to improve in these areas, such as Krrish (2006) which has action choreographed by Hong Kong based Tony Ching. The increasing accessibility to professional action and special effects, coupled with rising film budgets, has seen an explosion in the action and sci-fi genres. Nowadays, Indian producers are winning more and more funding for big-budget films shot within India as well, such as Lagaan, Devdas and other recent films. Funding for Bollywood films often comes from private distributors and a few large studios. Indian banks and financial institutions were forbidden from lending money to movie studios. However, this ban has now been lifted.] As finances are not regulated, some funding also comes from illegitimate sources, such as the Mumbai underworld. Over the years it has been noticed that the film makers made movies because of their passion for cinema and patriotism for the country. Now revenue generation seems to be the prime motive of the film makers for making films. Earlier there used to be only one producer for one film but now concept of production houses has taken the role of single producer. Recently it has been seen that foreign productions houses like Columbia pictures, Warner brothers and many more have started investing in Hindi Film Industry. With the use of latest technology and stars being paid more the overall investment in the Hindi films has increased by leaps and bounds over the years. Contrary to the past, it is also believed that investments in Hindi films are also made by parallel economy (Mafia money) and Banks. FUTURE PROSPECTS: The overall entertainment industry in India is taking on professional colours and this will change the culture of the film industry too. Some film production companies, such as Mukta Arts, have made public share issues, thus keeping out of the world of murky financing. The Film Federation of India is actively seeking to make film financing a viable proposition for banks. It is likely that films would also be insured to offset possible losses for banks.The granting of industry status to the film industry will eventually allow overboard financing of films, though this will result in production of fewer films than at present. Stricter enforcement of copyright law will help the film industry in its fight with cable operators. Foreign entertainment companies, with steady revenue streams, can do good business if they invest in Hindi and other Indian language films. Despite high risks on a permovie basis, the risk spreads out across a number of movies. The future prospects of Indian entertainment industry look to be extremely good. As India's profile rises on the global stage outside interest in India's culture and entertainment industry is also bound to grow

TECHNOLOGICAL TRANSITIONS IN BOLLYWOOD

Sound-- Sound has been an essential part of the Hindi film industry starting from the movie Alam Ara (1931) which was the first talking movie. Major transition has been witnessed over the years with respect to sound. Until 1960s the films used sync sound technology i.e. the dialogues were recorded on the location itself. Post 1960 new technology was introduced of dubbing the sound i.e. the actors recite their lines as their images appear on-screen in the studio in the process known as "looping in the sound. This system was accepted by the industry but it had some loop holes like sometimes the sound in such films usually occurred a frame or two earlier or later than the mouth movements or gestures. The actors had to act twice, on-location as well in the studio. It becomes very difficult to deliver emotional scenes again in studio. The system of sync sound came back to Hindi Film Industry through film Lagaan (2001). Now a days sync sound system is being used in many films. Color -- Colors were introduced in the beautiful world of cinema in late 30s with the release of the movie Kisan Kanya by adopting the technology of switching from black and white to color. This transition made the film more beautiful and colorful in respect of clothing and location. As a result the number of viewers watching the films in 1950s and 1960s rose drastically. Earlier Eastman color was used to make color films which were replaced by Techni color and now digitally enhanced color techniques are used. 3D and Animated films -- Hindi film industry tried their luck at making 3D movies with the movie Chhota Chetan which was released in 1984 and was huge hit at box office and earned around 60 crores. Later in 1998 it was re-released with and the version also included Urmila Matondkar and this time also it was huge hit earning 50 crores. With the success of this film another film Chhota Jadugar (2003) was released and was also hit at box office. Recently Hindi Film Industry has taken a major step by entering into the world of animation. The first animated movie Hanuman was released in 2005 by Sahara India Parivar it was a very successful movie and a huge hit. With the success of mythological film Hanuman another animated film based on mythology named Ramayan was released which was also a huge success. These films mainly targeted kids and teenagers but this perception changed with films like Hanuman Returns (2007) and Ghatothkach: Master of Magic (2008) which was enjoyed by elders too.

Alternate sources of watching movies-- Transition with respect to watching movies also changed with the latest technology coming into place. Alternate source of watching movies started with Video Cassette Recorders (VCR) which was believed to be a status symbol in the Indian society. It was then replaced by Video Compact Disc (VCD) which was replaced by Digital Versatile Disc (DVD) and the latest Blu-ray disc which replaced DVDs. This gave audience a complete new experience to watch movies at home. Quite a few households preferred to watch movies at home rather than going to theaters as it saved money and movies can be watched at their own convenience.

Insuring the films The concept of insuring the film started with Taal directed by Subhash Ghai and United India Insurance was the first company that insured the film. This was followed by many other films being insured in the Hindi Film Industry as lots of foreign insurance companies also started showing interest in insuring Indian films. This was not prevalent in the past.

MAJOR THREATS TO HINDI FILM INDUSTRY

PIRACY Piracy is giving Bollywood film-makers sleepless nights. The Rs 3,000-crore Hindi film industry loses nearly Rs 1,000 crore annually to piracy, according to studies by the Television and Film Producers Guild of India and Yes Bank. The domestic home video market was the worst affected, losing Rs 490 crore to piracy in 2004, according to the Yes Bank report. This is a significant market for producers as it provides revenue long after a film's release. Piracy involves copying the film in violation of intellectual property rights and reproducing it illegally for sale at cheap rates. Legislation to counter piracy in India includes the Cable Television Networks (Regulation) Act, 1995, and the Copyright Act, 1994. India is also a signatory to the Berne Convention for the Protection of Literary and Artistic Works and the Universal Copyright Convention. A delegation representing the film industry called upon home minister R R Patil recently, asking him to include audio and video piracy under the Maharashtra Prevention of Dangerous Activities of Slumlords, Bootleggers and Drug Offenders Act 1981, and seek recourse to the Goonda Act for such offences.

PLAGIARIASM Constrained by rushed production schedules and small budgets, some Bollywood writers and musicians have been known to resort to plagiarism. Ideas, plot lines, tunes or riffs have been copied from other Indian film industries or foreign films (including Hollywood and other Asian films). This has led to criticism towards the film industry Screenwriters themselves have been criticised for lack of creativity which happened due to tight schedules and restricted funds in the industry to employ better screenwriters.Certain filmmakers see plagiarism in Bollywood as an integral part of globalisation where American and western cultures are firmly embedding themselves into Indian culture, which is manifested, amongst other mediums, in Bollywood films. CANNIBALIZATION The cricket world cup and IPL (to a lesser extent) almost blacked out a wide four month period from February to May in 2011. This was followed by the examination period which meant that only about 40 weekends were available for film releases during 2011. Typically, any given week during the rest of the year has about three Hindi releases, one regional release, one Hollywood release and some films running from previous weeks. As a result at any point in time about 7-10 films are jostling for screen space. With all three major festival weekends of Diwali, Id and Christmas falling in the last quarter of the year, the industry continues to have a large share of big budget releases during this period. All three top grossing films in last year were released in this period. These films were well dispersed providing a good two-to-three week running window.

UNFAVORABLE TAX REGIME With theatre viewing limited to 3-5 percent of the Indian population, the film industry stands to gain immensely by increasing the overall size of the addressable market. Firstly, India is a severely under-screened market (12 compared to 31, 81 and 131 in China, Europe and USA respectively. Though there have been recent attempts to improve this scenario, the process is capital and time intensive and return on investment cycles may drag on with higher real estate prices and stagnant occupancy rates. Another reason for the same can be attributed to Average ticket prices (ATP) which are still beyond the purchasing power of common man. Tax multiplicity continues to hurt the industry. There is a lack of standardization across the country with entertainment being a state subject. It varies from 0 percent in Punjab and Rajasthan to as high as over 50 percent in Bihar and Uttar Pradesh. Additional service tax of 10.3 percent will further inhibit industry growth. Rationalization of the tax structure across the country may increase the total pie of cinema going audience, avoid distortion in theatre density and support the overall growth of the film industry especially for national theater chains and pan-India film production houses

PRESENT SCENARIO- STATISTICS

The Indian film industry was estimated to be INR 93 Billion in 2011 indicating a growth of 11.5 percent vis--vis 2010. Quality content combined with the revival of Hindi films with mass connect improved the occupancy rates which in-turn increased domestic box-office collections. Competitive bidding by broadcasters for large budget films resulted in 26 percent growth of Cable and satellite rights. Albeit on a small base, ancillary revenues such as licensing and merchandising, in-cinema advertising and pay per view also displayed strong growth in 2011. The Home video segment was the only exception to the growth trend with most filmmakers ceasing to consider this as a major line-item in their revenue estimations.

With several high budget Hindi releases lined up across the year, 2012 is expected to sustain the growth momentum witnessed in 2011. The Indian film industry is projected to grow at a CAGR of 10.1 percent to touch INR 150 Billion in 2016. The industry expects domestic theatrical revenues to continue dominating the overall pie. However, C&S rights and overseas theatricals revenues are expected to increase their share. Strong marketing of films in the International market could further accelerate the growth of overseas theatricals revenue.

C&S: Cable and Satellite

CASE STUDY on: RA-ONE

Shah Rukh Khan starrer Ra-One was one of the most widely anticipated films of 2011. Coproduced by Khans Red Chillies Entertainment and Eros Intl, the film, made at a budget of about INR 100 Crs, was released on the five day Diwali weekend. Another INR 55 Crs was invested in marketing and promotion of the film. The bulk of this large spend was subsidized by revenue from associated brands. The festive season combined with Khans star-power gave Ra.One a strong opening with the first week accounting for over 85 percent of domestic box-office collections. In fact, Ra.One had many firsts to its credit. Used state-of-the-art animation: Contrary to original trend of India being the outsourcing hub for VFX work of Hollywood, Ra.One observed reverse outsourcing in VFX technology. Lead studio Red Chillies VFX worked in collaboration with teams from international studios at Paris, London and Thailand. The film had 3500 VFX shots with 800 committed to G.One making it comparable to that in Cameroons Avatar. Created a huge anticipatory hype: Ra.One had the longest and the most elaborate marketing campaigns in the history of Indian cinema. An aggressive campaign began almost nine months in advance of the actual release. It was kicked off with unveiling of the first look on twitter and full page ads in leading newspapers followed by 10 second trailer in the high profile India-Australia world cup quarter final. The trend of launching trailers in theatres with multi city tours was started with this film. Marketing expense was subsidized by big brand tie-ups of the film with brands such as Volkwagen, Tag Heur, Western Union, Ducati, Videocon, Godrej, Coca-Cola, HCL, Horlicks, Homeshop, Nokia and Google. Three weeks before the actual release, the associated brands spent millions of dollars on mass media campaign including Western Union which targeted NRIs across the International market. With many TV reality shows in their final stretches, Shah Rukh Khan appeared as a celebrity guest on most of them generating strong TV publicity for the film.

Smartly leveraged digital and merchandising platform: Ra.One was the first film website in the Bollywood Industry to hit the highest Alexa India Rankings. An in-house e-store was developed selling 64 original Ra.One merchandise items. Another first, a 100 page style guide was created for the character G.One including a miniature G.One which formed the basis of all creatives for the merchandise and digital assets. A weekly online graphic novel strip led up to the release date including a print graphic novel which was distributed to 33 million homes with a leading newspaper. Exclusive videos and promos posted on Ra.Ones custom made you-tube film channel got over 2.5 lakh views on the first day of release and was the number 1 channel for consecutive weeks. Shah Rukh Khan interacted with his fans through the channel and for the first time a string of television ads were produced by Google for the promotion. Media planners also actively used social media to reach out to his 4.2 Million followers. Besides, a social media action game was created and simultaneously adapted to various media including smart phones, feature phones, DTH, tablets and Facebook.

 Large distribution standards: In keeping with the on-going trend of wide releases, the film was released with 3100 prints (400 in 3D) for domestic theaters and 1100 (200 in 3D) prints in overseas theaters. This was the single largest release for any Indian film.

Lock in Exhibition:54 For the Diwali weekend, it is alleged that Ra.One was on every screen in entire multiplexes across the Hindi speaking regions. The films producers convinced the programming heads of multiplexes that Ra.One was a never seen before saga in Indian cinema. And that, they stand to lose out on revenue by missing any shows. There was hardly any alternate option to a viewer during the Diwali weekend. Ra.One had almost monopolized the last mile. Re-wrote overseas records: The film has already crossed INR 50 Crs in gross theatrical revenue by year end 2011 and also has one of the highest collections for Indian films in the International market. Starting with the conventional markets of US, Canada, UK, Australia, Africa, Germany, New Zealand and Middle East; distributors intend to release the film in South Korea, Hong Kong ,Taiwan ,Russia ,Lebanon, Jordan, Syria, Palestine ,Brazil ,Spain, Italy and Greece over the first quarter of 2012. Monetization across revenue streams: Ra.One was one of the five films crossing net box office collections of INR 100 Crs. Star India bought the satellite rights for INR 38 Crs and TSeries paid INR 15 Crs for music rights. Over 25 brands associated with the film paid a total of INR 52 Crs. The UK government gave a grant of INR 20 Crs for co-producing the film with a UK based firm. The film made INR 15 Crs from gaming and merchandising.

CONCLUSION
As very few films were produced in a year the audience were eager to see films of different genres but as time passed the number of films that were being produced in a year increased and it became monotonous for people as the most of the films revolved around similar storyline. As result todays audience give utmost importance to script or storyline rather than cast or director. There has been an increase in threats for the industry which include Piracy and Plagiarism. The industry needs to learn how to deal with these threats. Social media use as a medium for marketing films has become a trend in the past few years. One of the important learning is that any artist if capable can act as any character in the film. Thus artists are not being restricted to particular category of roles as it was in olden times . The audience today has become more open minded and so they appreciate films which are based on social issues and also issues which were considered to be taboo in the society. In 21st century women are not portrayed as they used to be in 19th and 20th century. Lots of films are being made based on women. Male domination is deteriorating from Hindi Film Industry. Women are portrayed to be strong and capable of facing all sorts of difficulties. From the report and the Case-study on Ra-ONE we have learnt that finance is not required for just making the film but handsome amount of money is required for pre-release promotions. As a result lot of actors travel to various cities or even countries just to promote their films. As a result of Globalization Indian actors have started gaining acclaim in Hollywood and thus many Hindi Film Industry actors are offered roles in Hollywood films.