THE INDIAN FILM INDUSTRY: CURRENT STRATEGIES AND THE WAY AHEAD

ABSTRACT With the corporatization of the Indian film industry, it has seen a sea change during recent years in the way it is financed, produced, presented and marketed. Advent of digital technology and multiplexes has resulted in films being released simultaneously in few thousand screens in India as well as in other countries. The films are being promoted at various stages of production by the actors and directors.Other media like home entertainment, direct-to-home and pay-per-view have brought in newer platforms for release of movies.This article briefly discusses about these aspects of the Indian film industry. Key Words: Indian Film Industry, Marketing, Home Entertainment.