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on 2006/7/22 6:21:59
After defying gravity and defeating criminals, Bollywood’s first masked superhero Krrish faces the scrutiny of management students examining one of India’s most successful films of 2006.
Staff at an Indian management school are preparing a case study of the film for students at 16 universities around the world to examine how its mixture of marketing and box office success has netted more than $35mn since its release last month.
Krrish broke Indian movie industry norms with lavish special effects and dramatic stunts along with new marketing techniques for India that ensured it easily surpassed its 10mn-dollar shooting cost, academics said.
A strong merchandising plan and simultaneous release at cinemas across the world to prevent piracy set new management standards in the increasingly professional Indian movie industry, said Prashant Salwan, a professor at the Indian Institute of Management in the central city of Indore.
Bollywood star Hrithik Roshan plays a superhero who inherited supernatural powers from an alien visitor which allow him to fight crime in Singapore where 60% of the film was shot.
“It’s a very big example of the corporatisation of the Indian film industry,” said Salwan. “Nobody ever did market research like this before. This was scientifically done.”
The Indian movie industry is the world’s largest movie producer by volume but earns just 1% of box office revenues, partly blamed on the chaotic nature of funding and film production.
But India’s major business houses are making growing inroads into the industry, edging out underworld financiers.
The case study will be ready by January 2007 and available to students in Latin America, China and Australia as well as India
source:gulftimes
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