Study of consumer awareness and

growth of Regional (Guajarati) Movies in

Ahmedabad city

Presented By:

Atithya Vyas

Dhruvi Bhatt

>> 0 >> 1 >> 2 >> 3 >> 4 >>

4

>> 0 >> 1 >> 2 >> 3 >> 4 >>

3

>> 0 >> 1 >> 2 >> 3 >> 4 >>

>> 0 >> 1 >> 2 >> 3 >> 4 >>

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

Overview of World MarketThe 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 MarketEntertainment industry is less

flourished in Gujarat as compared to other industries.However, regional films, local

radio, regional events, celebration of regional festivals

are some of the segments Gujarat boasts as its means of

entertainment. But compared to Goa and

Mumbai, Entertainment industry does not account for huge contributions to the state.

Major companies in the

entertainment industry

Ad

vert

isin

g • Lamar Advertising Company (LAMR)

• Clear Channel Outdoor Holdings (CCO)

• Omnicom Group (OMC)

• Oglivy and Marthur

• Mudra group

Tele

vis

ion • Doordarsh

an

• STAR TV

• Zee Television

• Sony Television

• BBC World

• SUN TV

• Discovery Channel

• And Others.

Fil

med

En

tert

ain

men

t • Paramount

• Yash Raj Films

• Dharma Productions

• Viacom 18 Motion Pictures

• UTV Motion Pictures

• Eros International

• Excel Entertainment

• Walt Disney Company

• Columbia Pictures

Vid

eo

Gam

es • Microsoft

• Sony

• Nintendo

• Electronic Arts

• Activision

• Gamestop

Inte

rnet

based

Med

ia • Google

• Microsoft

• RealNetworks

• Sina

• Yahoo!

• Virgin Media

• Verizon Communications

Sectors of Entertainment

INDUSTRY

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

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.

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.

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

Research MethodologyResearch 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

Sources of DataPrimary 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

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 SizeAs per sample size calculator:

384