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The document summarizes a study on consumer awareness and growth of regional Gujarati movies in Ahmedabad city. It provides background on the Gujarati film industry and discusses how it declined but is now experiencing renewed growth. The objectives of the study are to examine awareness of Gujarati films amongst Ahmedabad residents, the influence of regional cinema, reasons for the recent growth from single screens to multiplexes, and perspectives of viewers. The methodology involves quantitative surveys using structured questionnaires administered conveniently to Ahmedabad residents to collect primary data.
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- 1. Study of consumer awareness and growth of Regional (Guajarati) Movies in Ahmedabad city Presented By: Atithya Vyas Dhruvi Bhatt
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- 6. Entertainment industry Entertainment is a form of activity that holds the attention and interest of an audience, or gives pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or events that have developed over thousands of years specifically for the purpose of keeping an audience's attention. Entertainment industry (informally known as show business or show biz) is part of the tertiary sector of the economy and includes a large number of sub-industries devoted to entertainment. However, the term is often used in the mass media to describe the mass media companies that control the distribution and manufacture of mass media entertainment. In the popular parlance, the term show biz in particular connotes the commercially popular performing arts, especially musical theatre, vaudeville, comedy, film, and music. E N T E R T A I N M E N T
- 7. Overview of World Market The global movie and entertainment industry is expected to reach an estimated US $139 billion in 2017 with a CAGR of 4.2% over the next five years. The professional services firm says globally, film revenue will grow at a rate of 3.6 percent per year to $106.01 billion by 2017. Overview of Indian Market Entertainment Industry in India has registered an explosive growth in last two decades making it one of the fastest emerging industries in India. As per the combined survey report by KMPG and FICCI, the entertainment industry in India is expected to expand by 12.5% every year and is likely to reach US$ 20.09 billion by the year 2015. Overview of Gujarat Marke Entertainment industry is les flourished in Gujarat as compared to other industries However, regional films, loca radio, regional events, celebration of regional festiva are some of the segments Gujarat boasts as its means entertainment. But compared to Goa and Mumbai, Entertainment indus does not account for huge contributions to the state.
- 8. Major companies in the entertainment industry Advertising Lamar Advertising Company (LAMR) Clear Channel Outdoor Holdings (CCO) Omnicom Group (OMC) Oglivy and Marthur Mudra group Television Doordarsh an STAR TV Zee Television Sony Television BBC World SUN TV Discovery Channel And Others. FilmedEntertainment Paramount Yash Raj Films Dharma Productions Viacom 18 Motion Pictures UTV Motion Pictures Eros International Excel Entertainment Walt Disney Company Columbia Pictures VideoGames Microsoft Sony Nintendo Electronic Arts Activision Gamestop InternetbasedMedia Google Microsoft RealNet works Sina Yahoo! Virgin Media Verizon Commun ications
- 10. Literature review Debshika Dutta (2009) pointed out that the recent alliance with big west entertainment giants like Walt Disney and Warner Group are surely taking Bollywood leaps and bounds ahead from its current time and also leading India to a platform where it would become the most favorable destination for many global production units of film sector. Thomas L. McPhail (2010) pointed out that more than 50 per cent of Hollywood movies earn their revenues from abroad. Many research findings indicate that going to cinema is not an isolated independent phenomenon, but a social experience (Bachmann, 1997) Articles: Crisis-hit Gujarati film industry gets 100% tax rebate Mithun Roy | Ahmedabad May 3, 2005 Gujarati Movie Kevi Rite Jaish Impresses On Social Media By Prasant Naidu | July 19th, 2012| The Gujarati film industry is in a great phase right now: Dhwani Gautam Kalgi Patel, TNN | Jul 14, 2014, 10.57AM IST E N T E R T A I N M E N T
- 11. Background Of study "Over the last few years, the share of Hindi films to the overall films certified has declined," and the regional film industry "stands at the threshold" of an opportunity to convert its increasing recognition into higher revenues and acceptance. Experts say with the right marketing and content, mainstream audiences would be drawn towards regional cinema, which is estimated to be a billion dollar industry. Corporate studios like Eros International and the Anil Ambani-owned Reliance Big Pictures are looking to capture this market, especially in southern India where local film stars rival Bollywood actors in popularity. Then why not DHOLLYWOOD??? Lies the question Are We Responsible for Killing the Gujarati Language? This is the question WE want to address through by the following research. Kids grow up with a detachment with their own language, yet it was not completely wiped off from them. So, they are torn between Gujarati and English, East and West.
- 12. Contd Gujarati cinema or Gujarati film industry is one of the largest regional and vernacular film industries of Cinema of India, dating back to April 9, 1932, when the first Gujarati language film titled, Narsinh Mehta was released. After flourishing through the 60s, 70 and 1980s, the industry saw a decline, in 2005 the Government even announced 100% tax exemption for Gujarati film. Not too far in history, people were literally ashamed of seeing a movie in their own language-Gujarat. It was considered as being a laughing stock amongst peers if a person was interested in Guajarati movies. This behavior was particularly seen only in Gujarat, as in South Indian states like Kerala regional movies hold very high importance and prestige. TABLES SEEM TO BE TURNED A Guajarati movie released with title Kevi Rite Jaish, has been a game-changer for the urban Gujarati film industry. The film has set a milestone for being the first Gujarati film to release in multiplexes and running houseful for ten weeks.
- 13. Objectives of the Study To study about the awareness of gujarati movies amongst people of Ahmedabad. To know regarding the influence of existence of Dhollywood upon people of Ahmedabad To study the recent growth of gujarati movies from single screen to Multiplexes To know the reasons for the growth of gujarati movies in Ahmedabad from the viewers. E N T E R T A I N M E N T
- 14. Research Methodology Research design can be defined as a blue print to conduct a research study, which involves the description of research approach, study setting, sampling size, sampling technique, tool & methods of data collection & analysis to answer specific research questions or for testing research hypothesis Type of Research Design used: Quantitative Research Type of Quantitative research used: Exploratory research followed by Descriptive research DESCRIPTIVE RESEARCH: seeks to describe the current status of an identified variable. These research projects are designed to provide systematic information about a phenomenon. EXPLORATORY RESEARCH: is carried out to study the actual research problem and its background information in detail
- 15. Sources of Data Primary Data: Primary data will be collected through structured questionnaires with open ended and close ended questions administering conveniently on the respondents across the city of Ahmedabad. Secondary data: Online websites Brochures Blogs Comments in internet forums E N T E R T A I N M E N T
- 16. Population and Sample Population Target population includes people of Ahmedabad who watch movies. Sampling Method Convenience Sampling is used in order to determine the customers. Sampling Frame Sampling frame is those people who are living in Ahmedabad and who watch movies. Sample Size As per sample size calculator: 384