How do you know that the movie will hit or a flop? My previous post talked about the various techniques used by Bollywood films namely masala movies, remakes and sequels. But one can never be sure that it will work always. Movies are personal experience for each individual. Hence it is highly subjective to find which movie will appeal to viewers and which will not. After hit movies some directors produce total flop movies. So far Indian movies are made with intuition whereas in the western part the extensive research is done on each movie before releasing. India is also experiencing some changes in this regard.
Film makers need some tool which will forecast whether the film will be accepted among the viewers or not. Marketing research companies came into picture at this point. They replicate the population using representative sample with different age, sex, economic groups. This sample is exposed with the movie and promotional material. Feedback and reviews are taken before and after. Depending on the responses right strategy is adopted.
This exercise runs about a month and is the easiest way to gauze consumer’s mind. This methodology saves possible loss, by warning in advance about the film popularity.
It may lead to the old question art for artist or art for people. Well in the world of business, it is all about the customer. Then what about the art?
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