Analysis, recommendations of decrease in box office hits in film industry

Topics: Film, Telugu language, India Pages: 20 (3947 words) Published: September 15, 2014
Business Research Methods (2014)

Decreasing number of box office hits
per year in Telugu film industry
(Tollywood) - analysis and
recommendations
Business Research Methods

Submitted to

Submitted by

Dr Arun Abraham Elias

M Rohit

Victoria Management School

PGP/17/151 – Section C

Victoria University of Wellington

Indian Institute of
Management, Kozhikode
India

New Zealand

M Rohit (PGP/17/151)

Page 1

Business Research Methods (2014)

Abstract
This paper talks about the emergence of Telugu films and subsequent growth and development of Telugu film industry (Tollywood). Indian film industry on a whole is facing serious issue in the decrease in number of hits per year. An attempt has been made to study this trend in Tollywood. Entertainment industry is a major source of income in the Indian GDP. Hence this topic of research has been chosen. The industry has seen transformation from Puranas to mass folklore to technological breakthroughs in the form of colour films and many more innovations. Tollywood holds a special place in Indian film industry in terms of quality of films, number of films released, box office collections and cultural and political impacts on India. This paper approaches the industry with behaviour over time analysis and then identifies various stakeholders involved in this complex network. The paper gives a brief idea of the effects of various parties on the industry. An attempt has been made to address various issues relating to technology, piracy, viewership, etc., by taking into account the interests of all the stakeholders for a bright future of Tollywood. Stakeholder map is made and analysis of the problems of industry has been done. Causal loop diagrams have been constructed to analyse the situation, and certain limits of the research have been noted. Certain valid recommendations have also been made at the end of this paper to prevent the industry from doldrums and vicissitudes of external agents that affect in a negative way. Key words: Tollywood, stakeholder analysis, causal loop diagram, methodology, limitations

M Rohit (PGP/17/151)

Page 2

Business Research Methods (2014)

Table of Contents

Abstract ................................................................................................................. 2 Introduction .......................................................................................................... 4 Research Problem ................................................................................................ 5 Behaviour Over Time Graph ............................................................................... 5 Stakeholders’ Analysis ......................................................................................... 6 Chart of Specific Stakeholders............................................................................................................ 7 Stakes of Stakeholders ........................................................................................................................ 9

Literature Review ............................................................................................... 12 Research Objective ............................................................................................. 16 Research Questions ............................................................................................ 16 Methodology and Methods................................................................................. 16 Causal Loop diagram ......................................................................................... 17 Limitations of the research ................................................................................ 17 Analysis and Results .......................................................................................... 17 Conclusion and scope for further research ...................................................... 18 References...

References: 1. C.S.H.N. Murthy (2013) Film remakes as cross-cultural connections between North
and South: A case study of the Telugu film industry 's contribution to Indian
4. Sara Dickey & Rajinder Dudrah (2010) South Asian cinemas: Widening the lens,
South Asian Popular Culture, 8:3, 207-212, DOI: 10.1080/14746689.2010.501539
and Management 49 (2013) 529–544
7
Business Research Methods (2014)
10
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‘Cinema
(2009)
Remakes:
Nationalism in a Global Arena.” Inter-Asia Cultural Studies 4.1 (2003): 25–39.
13. Rao, Shakuntala. “The Globalization of Bollywood: An Ethnography of Non-Elite
Audiences in India.” The Communication Review 10 (2007): 57–76.
Multimedia Contents V, vol. 5020, pp. 536–545, Jan. 2003.
16. Thoraval, Y. (2000) The Cinemas of India, New Delhi: Macmillan Publication.
17. Forrest, J. & Koos, R.L. (2002) (eds) Dead Ringers: The remake in theory and
practice
18. Mandiberg, S. (2008) Remakes as translation: Cultural flow, New York: New York
University.
19. Li, T.,Ogihara,M.,&Li,Q. (2003).A comparative study on content-based music genre
classification
20. Das, Sanjukta. 2008. ―Timing Movie Release on the Internet in the Context of
Piracy
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