@B-Town: New ventures in the offing

The film industry has witnessed a shift in the way business is conducted, with new entrepreneurs entering the production and distribution sectors. Traditionally, the film industry relied on outside sources for funding, with a system of independent producers and distributors. However, the entry of corporate backers led to a change in the dynamics of the industry, resulting in higher budgets and a shift towards all-India releases.

Corporate production houses revolutionized the film industry by increasing budgets and changing release strategies. The traditional distributors, who had a deep understanding of audience preferences, were sidelined as multiplexes and corporates took over. This shift led to an increase in admission rates and a drastic change in the distribution trend from circuit-wise to simultaneous all-India releases.

While some production houses like Yash Raj Films chose to stick with traditional distributors, others opted for the new corporate-style distribution system. However, many companies that embraced the new system eventually closed shop, leading to a high martyrdom rate. Despite this, there is hope with new investors like the Ullu group, Oswal, and ex-Hollywood staffers entering the film production and distribution business.

The cinema chains recently introduced a special offer on Cinema Lovers’ Day, where all tickets were priced at Rs 99 for all shows. This offer coincided with the release of two new films, ‘Crakk’ and ‘Article 370’. The public response to such offers highlights the role of high admission rates in deterring audiences from visiting cinemas regularly. If cinema chains were to permanently rationalize ticket rates, it could potentially revive the industry and bring back the charm of the good old days.