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Can Bollywood Go the Hollywood Way?

CASE DEBATE, MARKETING MANAGEMENT
ET Cases, 7 Pages
AUTHOR(S) : Syed Abdul Samad and Dr. Nagendra V. Chowdary

Case Preview

Can Bollywood Go the Hollywood Way?

According to statista.com, the global film industry shows healthy projections for the coming years. While the global film industry had earned global box office revenue of $38 billion in 2016, it was forecasted to increase to nearly $50 billion in 2020.1

Hollywood

The US film industry, popularly known as Hollywood, is dominated by studios like Buena Vista, Disney, Sony, Warner Bros., 20th Century Fox, Universal, Miramax, Metro-Goldwyn-Mayer, Paramount Pictures, Lightstorm Entertainment, etc., to name a few. Many of these studios have made movies like Star Wars, Titanic, Iron Man, Spider Man, The Avengers, Jurassic Park, Transformers, Fast and Furious, and many more that turned out to be blockbusters worldwide and garnered revenues in billions (Exhibit I).

The US happens to be the third largest film market2 in the world, only behind China and India, in terms of annual ticket sales. However, the US film industry, is the largest in terms of revenue generation. Hollywood studios collectively make over $10 billion each year consistently.3 Comparatively the budgets invested in the making of Hollywood movies are also huge.

This gives Hollywood movies a grander scale and allows them to create movies of exceptional quality, using high quality equipment, software and technology in recording, editing, music, graphics, etc..........

Exhibits

Exhibit I: Highest Grossing Hollywood Films – Worldwide Revenues

Exhibit II: Highest Grossing Bollywood Films – Worldwide Revenues

Exhibit III: Worldwide Gross Revenue of Disco Dancer


1 “Film and Movie Industry - Statistics & Facts”, https://www.statista.com/topics/964/film/ (Accessed Date: July 5th 2018)

2 “Film and Movie Industry - Statistics & Facts”, op.cit.

3 http://www.boxofficemojo.com/yearly/chart/?page=2&view=releasedate&view2=domestic& yr=2014&p=.htm (Accessed Date: July 5th 2018)

Teaching Note Preview

Can Bollywood Go the Hollywood Way?

Preamble

The purpose of this Teaching Plan is neither to outline the answers to Case Debate’s discussion questions nor to suggest an ideal way of conducting an effective debate basis the given topic. It is more to share the authors’ perspectives, basis their classroom orchestration of this Case Debate, on possible ways of orchestrating this Case Debate.

Purpose of the Case Debate

Purpose of this Case Debate, which is a prelude to the Case Method of Teaching, is to inculcate the following skills [Exhibit (TP)-I] that would amply benefit the participants during their careers................

As this Case Debate is based on a very generic topic, the purpose is not to dwell into only the research-based inputs but more to prepare the students/participants for the process of case discussion – except that while the case discussion would be based on the case facts, the Case Debate encourages the students/participants to present their ideas with no rigorous business dilemma.............

Exhibits

Exhibit (TP)-I: CASE DEBATE – SKILL SCOPING

Exhibit (TP)-II: Classroom Orchestration Plan – Can Bollywood Go the Hollywood Way?

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Product code: MKTG-9-0074, MKTG-9-0074A

Abstract

This Case Debate can help understand the current positions of Hollywood and Bollywood (Hindi film industry based in Mumbai) in the global film industry and explore the possibilities of Bollywood reaching the standards of Hollywood in the years to come. Bollywood is the world’s largest film industry in terms of number of films produced per year and the number of tickets sold per year. However, it lags in terms of revenue generation and occupies third position behind Hollywood and Chinese film industry. When compared to Hollywood, Bollywood’s movies are very small in terms of scale, grandeur, technology usage, budgets, revenues, etc. Of late, with films like Dangal, Baahubali, Krrish, etc., garnering praise and making their mark in the global markets, Bollywood has been growing bigger in terms of scale, technology, budgets and revenue earnings as well. However, Bollywood still has a long way to go to reach the standards of Hollywood. Can Bollywood reach Hollywood standards in the years to come? What is needed for Bollywood to reach the Hollywood standards? Should it go the Hollywood way?

This Case Debate centers around: (a) Understanding the positions of Hollywood and Bollywood in the global film industry, (b) Hollywood vs Bollywood and (c) What it takes for Bollywood to go the Hollywood way?

Purpose of this Case Debate, which is a prelude to the Case Method of Teaching, is to inculcate the following skills that would amply benefit the participants during their careers:

(a) Ideation
(b) Discussion and Debate
(c) Empathy
(d) Appreciation



Case Debate Positioning

This Case Debate can be used for either of the following:

  • MBA Program – Marketing Management Course: Can compare both the industries – Hollywood and Bollywood –and assess their strengths and weaknesses and suggest strategies for Bollywood to go the Hollywood way.
  • Undergraduate/BBA Programs: To make a comparison of both the industries – Hollywood and Bollywood – and debate on how Bollywood can reach the standards of Hollywood in the future.



This Case Pack Includes:
- Abstract
- Case Debate
- Teaching Plan (**ONLY for Academicians)
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