As a dedicated fan of the Hindi Film Industry, I have witnessed its transformation over the last few years with a mix of awe and concern. The digital boom has undeniably brought about a significant shift in the way films are made and marketed. My friend’s casual remark got me reflecting on this topic, drawing parallels between personal responsibility and the industry’s focus on returns over scripts.
Last night during our conversation, my friend mentioned, “If you gift me your car without charge, I may not handle it carefully. But if I buy it fair and square, I will ensure its longevity.” This simple remark made me ponder on the notion that taking on risk can heighten personal responsibility. I drew a parallel to this situation in the Hindi Film Industry. With the advent of pricing in the digital realm, some producers have grown complacent, focusing more on financial returns and less on the merit of their scripts.
The Digital Boom pushed producers to focus on quantity over quality
Over the past 5 years, numerous profitable projects have been given the green light due to their potential profitability. The film industry adopted a successful formula: find an established actor with market value, produce the film for Rs 50 crore, earn Rs 50 crore from non-theatrical sales (satellite, digital, and music), and let all theatrical revenue serve as profit. Projects were approved if their production costs could be covered by non-theatrical sales, while those that couldn’t were rejected.
Producers these days can rake in profits without even shooting a single frame, as films featuring known faces have a guaranteed minimum business potential of Rs 20 crores. This translates to a profit of Rs 10 crores for the producer. Consequently, the focus on content quality has significantly diminished. While media outlets showered praise upon these films, their success at the box office remained elusive. In the past, films were created with the intention of leaving a legacy; today, however, they are treated like fast food – produce, shoot, earn non-theatrically, and forget.
A thorough investigation into the significance of critical appraisals led us to discover that films with 3.5, 4, and 5-star ratings played a crucial role in enhancing the producers’ image for below-par movies within digital platforms. Similarly, producers’ strategic “corporate booking” methods yielded significant returns; they spent 5 crores on purchasing tickets to secure an extra 10 crore premium from digital streaming companies.
For the past five years, there’s been a trend among producers to churn out subpar movies without much risk involved. An industry source explains, “Most Hindi film production houses, aside from Maddock, have produced some of their least impressive work during this period. They were drawn to this approach due to the allure of capitalizing on the digital revolution.”
The Digital Players pull up their socks, slow down on investment
As a dedicated follower of the Indian Cinema scene, I have noticed a significant shift in the dynamics of the industry. Previously, digital players were relatively new to the Hindi film world and needed time to understand our unique cultural nuances. However, they have since deciphered the code and this has led to a drastic reduction in digital pricing for feature films.
Producers are once again considering risk in the filmmaking process, leading them to carefully select projects. The emphasis is back on scripts, controlling budgets, actor fees, and entourage costs. Projects are no longer being greenlit without careful consideration, as producers are reevaluating with a focus on both creativity and financial practicality. This pause is seen as beneficial for the industry to reassess and eliminate unwanted practices that had previously dominated.
Film production has consistently combined artistic expression with financial gain. However, the surge of Over-The-Top (OTT) platforms poses a challenge. The lower the risk in creating content for these platforms, the greater the focus on boosting revenues, often resulting in subpar output. Conversely, taking bigger risks to produce high-quality films can lead to substantial profits. Ultimately, it’s up to you to choose your path. Happy creating!
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2024-07-22 20:08