Bollywood Rising : New Media in New Films
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The Indian film industry is going some major changes. Of late corporate money as started flowing in. The era of bound-scripts has dawned and the films are looking at the Internet as a medium to advertise. The studio system has (almost) arrived and we now have lots of white money flowing in the industry. Professionalism is at its peak and all payments are made via check.
FICCI-Frames, an event for the Media & Entertainment industry in India had a lot of discussion around the new revenue sources that the film industry can now look at, reports Business Standard
Darshana Bhalla, CEO, MATES, says
“The emerging revenue streams include in-film advertising, brand associations, digital platforms like mobile and internet, online gaming, in-flight entertainment, podcasts, and out-of-home entertainment.
MATES was the company behind brand association of Shah Rukh Khan starrer Om Shanti Om. In-film advertising and brand placements are now the order of the day in Indian cinema. The film earned Rs.5 crore from in-film advertising.
Bhalla further added
“Why can’t we monetize the popularity of movie characters like Baburao of Hera Pheri or Circuit and Munna of Munnabhai as a revenue source by having T-shirts and other similar merchandise,”
Films like the Hrithik –starrer blockbuster Krrish lend themselves easily to merchandising. I remember seeing a complete Krishh section in one of the malls after the film released (and became a blockbuster).
This is a healthy trend. As lesser films depend on the box office for revenue, the filmmaking ecosystem in India will become more robust.
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