----------------------------------------------------------------------------------------------Brief Framework of the Project Report on Globalisation of Indian Cinema Introduction

Cinema watching has never been the same. If we combine the Hindi films with the productions of other regional film industries in India, like Tamil, Telugu, Kannada, Marathi, Bengali, Assamese, Oriya, Bhojpuri and Malayalam, then that number is much higher more specifically, 1,100 films are produced annually on the subcontinent. In Hollywood, that number is around 700 films per year. A typical Hindi Movie is 140160 minutes long (or sometimes longer) and combines multiple genres the musical, romantic comedy, drama and sometimes action.

Marketing of Cinema Existing Trends

Marketing of a movie can be classified into pre-release, release date and post-release. Pre-release would encompass things that have to be done by the production company. It includes music release, promotion in various forms of media starting from newspapers in the form of pictures, interviews, gossips, to televisions in the form of trailers, playing songs, making of the movie, interviews by the cast of the movie, and other activities which creates a buzz about the movie and is more than just awareness

Indian Cinema- Going Abroad

In India least 80 percent films shown in the late 1920s were American, but today 80 percent of Indian (mainly Hindi) movies are released worldwide. Indian Films have gone beyond the geographical boundaries. The effect of globalization of Indian cinema is applicable not only to the Hindi Cinema, 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.

Study of Globalisation Effect

The globalization effect on the industry has resulted in western production standards, usage of English in the script or incorporation of some element of westernstyle plots. Movies of the Tamil Super Star Rajni Kant have a huge market in Japan. Film makers are now aim at reaching out to a wider audience. Objective: To analyse Increased selling and marketing focus in the overseas market and more organised distribution plans Growing popularity of Indian films overseas

CRITICAL ANALYSIS

Adopting a transcultural frameworkChanging Face of Indian Cinema

Multiplexes and target audiences have changed the way of marketing and perception of cinema making as well. The 12 song movie concept is gone now and music has become limited to 3-4 songs with lesser songs on the movie unless it is a musical or romance based. Two hour cinema is the new trend to woo the fast moving audience of metros and the world. Fast paced movies where audience is tightly looking to the screen and listening to the crisp surround sound has made a mark.

Limiting Factors
Increasing Competition from foreign films Lack of technology Lack of Resources Huge Budgets Distribution Channels

Newer Trends in Marketing of Indian Cinema

Emergence of new sources of revenue: Although revenues from the theatre segment constitute around 60% of the overall revenue generated for a movie, other revenue streams have begun to make a meaningful contribution. Collaboration with international studios: International film studios such as Warner Bros., Disney, Fox and Dreamworks have entered collaborations with local film production houses to develop Hindi and regional movies Rise of 3D cinema: 3D was a prominent theme in 2010 and has amply demonstrated its significant potential with benefits such as enhanced audience engagement, increased ticket prices and the exclusivity of the medium, Rationalizing the movie: In line with the global trend, Indian movie production houses have cut down on the number of movies they release every year, mainly due to rising movie production costs, which is leading to difficulties in securing funding for projects. Resurgence of regional cinema: While Indian cinema has continued to rule the filmed entertainment market, of late, regional cinema has been witnessing a surge in investments from major film studios to tap the potential of underpenetrated markets

Tourism and Indian Cinema

Worldwide, countries offer incentives of various types to encourage film producers to use their locations to shoot films. Incentive regimes are offered in the following forms: Cash rebates where a specified percentage of expenditure in a country is provided as a rebate to the film producers Tax credits - where a percentage of expenditure in a country is allowed as credit against income Exemption from or refund of VAT and Customs duty Encashable credits where incentives or tax credits are allowed to be transferred and encashed Interest free loans provide funding for films shot in the country, sometimes as a revolving facility

Future of Indian Cinema in international market

We are today acclaimed as the biggest film industry in the world, producing over 1000 films annually (close to double Hollywood's output) and selling nearly 3.7 billion tickets. Revenues are currently at approximately $22 billion, with the industry expected to grow at a CAGR of 11.5% to touch $30 billion by 2020.There are growth opportunities in our domestic markets, but it is globalisation which is the exciting new frontier. Globalisation has four aspects: the movement of goods and services, capital, technology and people across borders. And the Indian film industry is "globalising" in each area. Our films reach several international markets with a large number of prints being distributed and exhibited with every big release.

Recommendations
Integrated Marketing We will have to change their essential nature if we wish to cater to a larger international audience. The big challenge is to make films which appeal to all regions Use of Technology- innovation across its value chain

Conclusion

**For each item which is taken from the internet, journals, magazines etc., the source will be mentioned by putting the footnotes on that page.