Krishh Ppt 1

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A case study on

krrishArun Mittal

Birla Institute of TechnologyNoida Campus

[email protected]



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..in2006,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 notonly 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 tothe blockbuster KOI MIL GAYA. The father-son duo theRoshans combines together yet again in another sci-fi moviein which Hrithik Roshan stars as KRRISH,

� The main concept of the movie is of the superhero that wasvery new to the Indian film industry.

� It further discusses how the movie entered Indian marketand convinced the masses to grab their attention to it.

�

The technologies, innovations, foreign directors and theperfect use of the international infrastructure has beendiscussed 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 involvedin the process what made him to go with the foreign instinct.



Keywords in the case

� Skyscraper:-skyscraper is a tall, continuously habitablebuilding.

� Unique Selling Proposition (USP): The factor or consideration

presented by a seller as the reason that one product orservice is different from and better than that of thecompetition

� Diaspora : A Diaspora is the movement or migration of agroup of people, such as those sharing a national and/orethnic identity, away from an established or ancestralhomeland.

� Dlps: Digital Light Processing, a technology used in projectorsand video projectors



�

Leveraging :The degree to which an investor or business isutilizing 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 andmanipulation of data by a computer

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



Film making process

postproduction

synchronizing,special effects

production

created and shot

preproduction

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 andcapitalize 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 associationrules.

� Himalayas and some foreign destination was planned.

� Singapore fitted the bill because of its skyscrapers and

flyovers along with the full government support andpermissions.

� Extensive one-month training for Hrithik planned by tony and

his team.

Scenes like dangling from tall buildings,running on heavytraffic 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

traditonalcinema hallscatering toindian movies.

second

target traditional

theatres inareas of asian

population

third target

booking of theatresapproachedby 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 and27dlps,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 didnt got

enough screens and shows because krissh had 10-12 shows per

day.

moreover superman returns is a childrens 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.



Reviews of the film

� Its a very big example of the corporatisation of theIndian film industry, said Salwan.

� Nobody ever did market research like this before. Thiswas scientifically done.

� Reviews were good, it was highly appreciated foruplifting the standards of technique, imagery andquality 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 significantchanges in the way it operates. There is still a long way to gobut the fact that big national and international corporationsare investing in projects within the industry is a welcomechange.

� It has helped in bringing about some order to the otherwisechaotic and mostly obsolete way of functioning of the OldBollywood.

� Krrish has shown us the obvious benefits of producing amovie keeping the big picture in mind.

� Huge number of well known hollywood people are cominghere to distribute their films as chandni chowk tochina(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 haveinfluenced 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 carriedmajor 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 youAny questions..??

Krishh Ppt 1

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