Retail in the Indian Entertainment Industry

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Retail in the Indian Entertainment Industry

1.ABSTRACT

The Indian entertainment and media (E&M) industry has out-performed the Indian economy and is one of the fastest growing sectors in India. The E&M industry generally tends to grow faster when the economy is expanding. The Indian economy has been growing at a fast clip over the last few years, and the income levels too have been experiencing a high growth rate. India is the world's largest producer of films and other sectors of media and entertainment are coming rapidly as well. In 2009, India produced a total of 2961 films on celluloid that include a staggering figure of 1288 feature films. The provision of 100% foreign direct investment has made the Indian film market attractive for foreign enterprises such as 20th Century Fox, Sony Pictures, Walt Disney Pictures and Warner Bros. Indian enterprises such as Zee, UTV, Suresh Productions, Adlabs and Sun Network's Sun Pictures also participated in producing and distributing films. Tax incentives to multiplexes have aided the multiplex boom in India. By 2003 as many as 30 film production companies had been listed in the National Stock Exchange of India, making the commercial presence of the medium felt.

This paper attempts to discuss the current and anticipated future scenario of Indian film industry and other industries related to media and entertainment so as to realize their hidden potential and their growth. This is done by studying the FDI trends as well as the marketing strategies adapted by the media houses/production houses before and after releasing of their films. The cases of working of largest retail chains of multiplexes like Adlabs and PVR have also been analysed in the present context. The objective of this study is also to understand the process of building brand in Entertainment sector, to study the barriers to investment in Indian Media Industry and freedom of expression in Indian media vis a vis the western media.

Key Words – Retail chain, Brand Building, Film Marketing, FDI, Barrier to Investment, Expressing Freedom.

1.1 Objectives

We wrote this paper because we thought we are being unfair by not having many talks on the performance of Indian films. We wrote this paper to know where Indian Film Industry stands and the scope of it in coming future. With proper marketing tricks, Indian films can perform good business. We even aimed at discussing ongoing comparisons between single screen cinemas and multiplexes.

1.2 Research Problems

This paper discusses the problems Indian Films face in the market. We have discussed fault in marketing tactics. We have discussed Problems faced by Indian films in getting investment even though 100% F.D.I. is granted. We have even discussed the problem off retail unit – single screen cinemas face against giant multiplexes.

1.3 Methodology Used

We have used secondary data collection method. We have assembled information ffrom various articles, book and other published papers. We have been working under Dr. Mukul Rawat, director of Shamuk Entertainment and he has been kind enough to guide us on our research.

2. Introduction

The Indian entertainment and media (E&M) industry has out-performed the Indian economy and is one of the fastest growing sectors in India. The E&M industry generally tends to grow faster when the economy is expanding. The Indian economy has been growing at a fast clip over the last few years, and the income levels too have been experiencing a high growth rate. India is the world's largest producer of films and other sectors of media and entertainment are coming rapidly as well. In 2009, India produced a total of 2961 films on celluloid that include a staggering figure of 1288 feature films. The provision of 100% foreign direct investment has made the Indian film market attractive for foreign enterprises such as 20th Century Fox, Sony Pictures, Walt Disney Pictures and Warner Bros. Indian enterprises such as Zee, UTV, Suresh Productions, Adlabs and Sun Network's Sun Pictures also participated in producing and distributing films. Tax incentives to multiplexes have aided the multiplex boom in India.