Research Proposal

Movie viewing patterns in Ahmedabad

Submitted to: Dr. Rajesh Asrani

By : P-1249: Purvin Shah P-1250: Shalin Shah P-1251: Pavan Soni P-1252: Ravi Thakarrar P-1253: Hardik Thaker P-1254: Hiral Thaker

Movie viewing patterns in Ahmedabad

Keywords: Film Industry, Movie Genres, Consumer Viewing Patterns

Introduction Cinema is an integral part of our lives. Apart from enjoying movies with our dear ones over Popcorn Tubs, we learn, understand ourselves and cherish values. Cinema is our passport to the great culture, principles and living of our brethren across the globe. It is a celebration of human endeavor and spirit. (Ashok karania, 2010) Bollywood, or the Hindi film industry of India which produces almost 1000 films every year is the worlds largest film industry. From the time the first Indian sound film, Alam Ara was produced in 1931 till the present decade, this industry has a remarkably rich history of producing a variety of movies, showcasing different spheres of Indian life, in myriad themes, be it comedy, romance, thriller, horror or drama. (Brototi Roy, 2011) Review of Literature and Emergence of Research: A wide ranging literature was reviewed to understand the current trends and practices in the area of movie industry and their implications on viewing them and to the demographics. Since late Victorian age dramas, street acts , plays have become the most popular visual art form. It was simpler because of the fact that before the cinema, people would go to see dramas Brototi Roy,(2011) categorizes development of film industry as:

The first phase would consist of the movies made from the 1940s till the early 1960s. This phase is called the Golden Era of the India cinema where critically acclaimed movies likeAwaara(1951), Shree 420(1955) and Mother India(1957) to name a few were made. These movies revolved around the common man, who faced various struggles in life, which the audience could relate to and would finally come out as a man with the right morals. The second phase is the phase from late 1960s to the early 1980s. This phase saw a distinctive shift in the general storyline of the movies. Movies like Aradhana( 1969) , Anand(1970) , Bobby (1973) and Sholay (1975) mark this period. These movies were more action based and romantic in nature. Violence became an integral part of the movies, and a lot of emphasis was given on villains,The image of the angry young man was introduced here. The third phase is from the late 1980s till early 2000s. This phase saw the most diverse shifts in the movie-making procedure in India. Advanced technology was introduced in the country. The first Indian sci-fi movie Mr. India was released in 1987 which was a runaway hit. Romance was still the main theme. Comedy movies were also a hit in this phase. A lot of movies were shot abroad in this phase.

The last and the ongoing phase started in late 2000s. This phase introduced a lot of technical advancements in the ways movies are made. From Koi Mil Gaya(2003) till Ra.One(2011), movies put a greater emphasis on the visual effects rather than the story. A lot of movies have been shot abroad, with only the mention of India.

Current trends in Movie Viewing: Following key trends are observed by the researcher in movie viewing: Last couple of years has witnessed a shift in the type of Bollywood films reaching the public with more serious films having exclusive themes, methods and plots being made in place of the general 'masala' movies. A realistic portrayal of the social situation, emphasizing the contradictions underlying the society. Transformation of Hindi cinema is clearly visible in the new Hindi movies that have recently hit the screen and even movies like Barfi proves creativity and sharpen audience tastes by rather following novel themes. This is possible by two factors one is the crop of young and experimental directors like Anurag Basu, Anurag Kashyap , and Rajkumar

Hirani and helped by heroes like Aamir and Ranbir- willing to play unconventional roles.(Y G Chouksey,2012) The upcoming movie trends for 2011 and 2012 almost certainly seem like the death of the original idea by making sequels, prequels That's a 66% domination that the upcoming movie trends for 2011 and 2012 hold over Hollywood and its film production(Ann Shatilla,2012) X-Men: First Class, Transformers: Dark Side of the Moon, Harry Potter 7 part 2, From The Dark Knight Rises to G.I Joe: The Rise of the Cobra and the reboot Rise of the Planet of the Apes, they are coming at us non-stop. The latest is 300: Rise of an Empire prequel will be in theaters August 2013. Its already gone through two names, including Xeres and 300: Battle of Artemisia. The Trend today is love not war and the so-called villain is forced to redeem them at the end. Features like Transformers or theTwilight phenomena have underlining messages of hope for all of mankind.(Vonti Mcrae,2010) Recently, a new trend has started in the films, according to which it has become a fashion and a must to show semi-nude and exciting female posture. These scenes are shown to titillate the sex-instinct of the audience. Showing of rape scenes and cabarets dance, kissing, nude scenes also have become a must for every formula-film. (Jasvir, 2011) Animated movies, movies with more visual effects 3D are upcoming.A strong slate of films including five that became No. 1and grossed over $100 million such as: Contraband, Safe House, Dr Seuss Lorax, Snow White and the Hunstman and Ted). Lorax was the highest opening for an animated movie in 2012, cashing in at $70.2 million and was the highest opening film for Universal this year (Ann Shatilla, 2012) Current preferences are given to the countless remakes of cult horror films like "Fright Night," "The Hills Have Eyes" and "Evil Dead. They're generally inexpensive and often turn a profit. The downside is that the glut hampers studios' abilities to create new potential cult hits. (Dave Lewis, 2012) Comedy is the most prevalent film genre coming out of Bollywood. Romance, action and thrillers are also popular trends. Several low-budget, independent

films are also projected to have the possibility of bringing in large audiences.(Anonymous,2011, top indian movies) The Indian film fraternity has thus adopted the digital arena in a full fledged manner. It is now becoming a trend One of the biggest and the latest examples of this trend is Shah Rukh Khans superhero flick Ra One, touted to be Indias biggest digital film, SRK has gone a step further when it comes to using technology in his films.(i-media news bureau, 2011) Nielsen has released online viewing figures for January, and they show an impressive 45% rise from last year. The figures show that online adoption in the US is on the rise and so are the devices used to watch the streaming. (Megan, 2011) Top-Grossing Genres 2012 (The Numbers, 2012)
Rank 1 2 3 4 5 6 7 8 9 10 Genre Adventure Comedy Action Thriller/Suspense Drama Romantic Comedy Horror Musical Documentary Black Comedy

Emergence of Research: While reviewing the literature as above, an important trend of movie viewing was observed to have become a new way of having or getting entertainment. From the review of literature, it was also evident that movie viewing and film industry have emerged separately and each is popular in its own manner. The literature review also revealed that the consumers do visit online sites to watch film, but eventually get engaged to theatre. Research objective: From the above literature review the research objectives are formed the main purpose of the research is to find the consumer preferences towards movie viewing patterns. In order to undertake the above objective, various other objectives are: 1. 2. 3. 4. To understand the viewers likings towards genres. To know how much people spend money to watch movie. To know when and what time do people prefer to go for movie. To know which factor does influence to watch movie: star cast music budget director review/opinion

5. To know how do they watch Online Theatre Home Cds/ Dvds 6. To know with whom they prefer to go for a movie. 7. To know the mode of ticket booking.

Research Design The current research is descriptive in nature. The literature survey through physical resources and electronic media has been carried out. Sampling Design The sampling design that was adopted by the researcher to collect responses from the best possible accurate samples has been highlighted below along with the profiles of the samples: Sample Profile Age 10-18 19-25 26-40 41-55 56 & above Total Male 100 100 100 100 100 500 Female 100 100 100 100 100 500 Total 200 200 200 200 200 1000

The sample frame consisted of the residents of major metropolitan areas of Ahmedabad. The sample has been collected from Ahmedabad city only.

References (Ashok karani , 8th Aug 2010, International Film Festival Ahmedabad, www.ifilmfest.in (Ahmedabad) (Brototi Roy, 13th November 2011,A Bollywood then , A Bollywood now : Changing trend of Indian Cinema, Youth ki Awaaz) (Ann Shatilla, 2012, MOVIE TREND: THE PREQUEL NEW HOT GENRE, Hollywood Trend report Ann Shatilla an insider guide to Hollywoods cutting edge trends. http://www.hollywoodtrendreport.com/categories/movietrends.html ) (DAVE LEWIS, 9TH MARCH 2012, 3D RELEASES OF MOVIE HAVE INCREASED , VISUAL EFFECT , HITFIX STAFF) (Vonti Mcrae, 10th July 2010, Changes in movie trends over the years, Helium) (Jasvir, Essay on the New Trends in Indian Films, preserve articles, http://www.preservearticles.com/201103254676/new-trends-in-indianfilms.html ) (Anonymous, 2011, http://www.topindianmovies.com/the-latestbollywood-movie-trends-for-2011/) (i-media, 10th October 2011, Go Digital - The New Trend in Bollywood, imedia marketing community, connection to India ) (Y G Chouksey, 27th Sep 2012, New tastes in movies, Edit page mail box, Ahmedabad Mirror) (The Numbers, 18th October, 2012, Domestic Movie Theatrical Market Summary 1995 to 2012) (Megan, 17th February 2011, Online Video Viewing Up 45% Netflix Come Up Trumps, World Tv Pc blog )