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A case study on

krrish made by- Anurag bhargava(bba/4593/08) Prateek sharma(bba/45104/08)

Naina sehgal(bba/45105/08)

Indian cinema-then and now

• Indian cinema can be divided into four major generations, they are-• 1920-1950-the early days of Indian cinema• 1950-1960-a golden age of Indian cinema• 1970-1980-the angry young man awakens• 1990-2000-bollywood gains global popularity• India is the largest producer of movies in the world..in 2006,india

produced about 1090 films while Hollywood produced only 607..but in revenue terms it was opposite..

• Success of ddlj in 1995 showed that world is the market for Indian movies.

Contd…

• INDIAN FILMS have gone beyond the geographical boundaries. They have come out of the epich of love and fantasy and learnt to work on experimental plots.

• The effect of globalization of Indian cinema is applicable not only to the Bollywood, but also to the regional film industries of the country.

• Many Indian films are not only making more money outside the home market but also attracting foreign producers and directors to the industry.

Brief introduction of the case

• The case is about the making of KRRISH which is the sequel to the blockbuster KOI MIL GAYA. The father-son duo the Roshans combines together yet again in another sci-fi movie in which Hrithik Roshan stars as KRRISH,

• The main concept of the movie is of the ‘superhero’ that was very new to the Indian film industry.

• It further discusses how the movie entered Indian market and convinced the masses to grab their attention to it.

• The technologies, innovations, foreign directors and the perfect use of the international infrastructure has been discussed in detail.

A million dollar question!!!!!

• The question ask is that why Mr.Roshan decided to choose foreign location as his shooting destination .

• Despite of the plenty of best Indian offers made to him for his film also after predicting the huge expenses and risk involved in the process what made him to go with the foreign instinct.

Keywords in the case

• Skyscraper:-skyscraper is a tall, continuously habitable building.

• Unique Selling Proposition (USP): The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition

• Diaspora : A Diaspora is the movement or migration of a group of people, such as those sharing a national and/or ethnic identity, away from an established or ancestral homeland.

• Dlp’s: Digital Light Processing, a technology used in projectors and video projectors

• Leveraging :The degree to which an investor or business is utilizing borrowed money.

• Plausible :• 1. Seemingly or apparently valid, likely, or acceptable; credible: a

plausible excuse. 2. Giving a deceptive impression of truth or reliability.

• Computer graphics : the pictorial representation and manipulation of data by a computer

• A set-top box (STB) or set-top unit (STU) is a device that connects to a television and an external source of signal, turning the signal into content which is then displayed on the television screen or other display device.

Film making process

postproduction

synchronizing,special effects

production

created and shotpreproduction

screenplay,story location,casting,sets

Strategy of its success

Look at the world as one market and produce the product using the best technologies available in the world and capitalize on Indian production costs as well as by leveraging the Indian Diaspora abroad .

Pre-production

• Gambling on foreign technicians-bigger crew, huge pay scales, expenses multiplied.

• Roshan chose tony ching siu tung because of his strive for perfection and quality standards.

• He was 20times more costlier than the most expensive Indian action directors. Along with he needed his whole team of assistants and fighters.

• Hiring of a full time assistant to Mr. tony for the coversions of languages.

• Cg animated action replaced by live action.

• Recruiting India's leading action director sham kaushal with a team of 15assistants and fighters for the Indian association rules.

• Himalayas and some foreign destination was planned.• Singapore fitted the bill because of its skyscrapers and

flyovers along with the full government support and permissions.

• Extensive one-month training for Hrithik planned by tony and his team.

Scenes like dangling from tall buildings,running on heavy traffic roads,leaping on to flyovers were to be shot requiring complete cooperation from Singapore government.

Post production

• Special fx team• 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.

• Special effects were given by Craig mumma and marc Kolbe(who worked in Godzilla and independence day).

• Risking of million of dollars on just two teams and that too in remuneration.

• Rest of the crew and the actual execution expenses were yet to be encountered.

Special recruitment

• Australian sound design company was contacted for the bike sequence scene and shot in Australian studio

• Orchestra from prague was commissioned to play the violins and assistants flew to prague for recording.

• Entire film was insured in india,even STB opted for insuring the deal through the same agency as filmcraft..

• Over-seas distribution was outsourced to adlabs films ltd.• Premiere show in dubai,London and Singapore.• Pantaloons merchandised krrish products internationally.

Measures to control piracy

• 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.

• Prints that had been distributed across the country and overseas had unique sort of coding in them with the help of adlabs.

Release model of krissh

first target•traditonal cinema halls

catering to indian movies.

second target •traditional theatres in areas

of asian population

third target•booking of theatres

approached by the owners themselves.

Competition faced by the movie

• Release of superman returns subsequently with krrish.• World cup football tournament (though none affected it

much)

Superman v/s indian superman...!!

• By the end of the first day itself (june23 )krissh had establishd his supremacy over the box office.it became way the fastest money spinner of the year.

• In bombay alone it flooded theatres with 151prints and 27dlps,and crossed 5crore in a week itself.

• Delhi- 104prints 4crore + billing. • In U.K it opened adventure action netted 59000 pounds

sterling on the first day itself while in U.S it has done a business of us$1,70000 and 67 prints.

• Adlabs recovered 9crore investment on the film's overseas rights within 24hrz.

warner brothers had 650 print release of superman returns in india with dubbed hindi,tamil,and telugu versions along with english but it was brought down by more than half later.(300).

marketing manager of fun republic told cut in prints was because the film had booked bulk of shows but did’nt got enough screens and shows because krissh had 10-12 shows per day.

moreover superman returns is a children’s film,while krishh usp is that it is a family package which appeals people of oll age throughout.

the story of superman returns was very well known and it was slow...said critics,krrish in comparision had plenty of twists and had a new story.

Promotion and Advertisements

• Tv channels like star TV,sony TV,MTV,ETC,B4U,music india,news channels,HBO.

• In united kingdoms,it was zee TV and asiaTV local,in US local cable channels were used..

• International media and and TV channels were very supportive of krrish.

Review’s of the film

• “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.”

• Reviews were good, it was highly appreciated for uplifting the standards of technique, imagery and quality in Indian cinema..

• Special effects were at par in the action sequences with international standards of film-making.

• First Indian super-hero on the screen was successfully and fantastically launched through krrish.

Globalization of indian cinema• Slowly but steadily the film industry here has seen significant

changes in the way it operates. There is still a long way to go but the fact that big national and international corporations are investing in projects within the industry is a welcome change.

• It has helped in bringing about some order to the otherwise chaotic and mostly obsolete way of functioning of the Old Bollywood.

• Krrish has shown us the obvious benefits of producing a movie keeping the big picture in mind.

• Huge number of well known hollywood people are coming here to distribute their films as chandni chowk to china(warner brothers),roadside romeo(walt disney picture),

Huge number of well known hollywood people are coming here to distribute their films as chandni chowk to china(warner brothers),roadside romeo(walt disney picture),

my name is khan(fox star studios). There are giants interested to invest in the entertainment

industry in India that will raise the standard of the Indian Motion Pictures.French, British and American films have influenced our movie makers to a gret extent.

Most of the indian people are aware of the Tamil Super Star "Rajni Kant". His movies were not working well in bollywood in early start of this century. But many people are unaware of the fact that he his movies has a huge market in Japan and other foreign countries.

Conclusion Krrish is a very big example of the corporatisation of the

Indian film industry that took indian cinema to ultimate heights which bollywood could only imagine.

The evolving nature of global demand for cinema carried major business implications. There will be a time when the future generations of Hollywood studios will flock Indian studios to learn the art of globalization of production and markets, as a business model for the survival in the global/local world of media.

Singapore shooting locations..

Thank you

Any questions..??