Bollywood's New Storyline

Lights, ActionCall it the art of impossible The Bollywood has arrived! From the first talkie Alam Ara to the sci-fi thrillers like Krissh and Tarzan -The wonder car to emotional flicks like Black to hi-end animation feature Hanuman to what not, the movie experience of the Indians is not same any more as it used to be decades ago. No long queues, no black marketing of tickets, no uncertainty whether you would get inside the hall, no stereotyped movies with heroes running around the trees. Films are having out-of-the-box themes and are being concluded without cost overruns. From new concept movies being made to delivering tickets at the doorstep of the consumer, the largest film industry in the world has gone in for a complete makeover. How has the industry been able to refine its act after takes and retakes over the decades? Bollywood has been able to widen its canvass with the arclights of leading corporate houses falling on it. Not only the corporate houses are developing a liking for the cinema, the producers and directors are also putting their act together and getting organised by the day. Call it a GMP (good manufacturing practice) or attribute any management term but the fact remains that a new genre has emerged that is professional and demanding, and use concepts like the CPM (critical path method) and PERT (project evaluation review technique). Cut to the recent box office hits like Krissh, Rang De Basanti, Fanaah, Phir Hera Pheri, Lagay Raho Munna Bhai, Omkara, Kabhi Alvida Naa Kehna etc. Quality content, apart from slick marketing is also one reason for the runaway successes of these films. For example, the year's biggest grosser Krissh, which has already made Rs 100 crore and still counting, had set aside Rs 10 crore on publicity. Producer Rakesh Roshan had tie-ups with Singapore Tourism Board and Pantaloon for promoting the film. Some other big brands are also associating themselves with the movies. For Kabhi Alvida Naa Kehna, LVMH and Nike gave free products and Airtel paid for some TV spots. Another example is Rang De Basanti for which UTV had inked