| Vanita Kohli-Khandekar: The Bhojpuri plug | | | MEDIA SCOPE | | | Vanita Kohli-Khandekar / New Delhi May 20, 2008, 3:44 IST | | | |
It is called the ‘people like us' trap. At some point the men and women running creative businesses start believing that their target audience is ‘people like us.'
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</script> This is happening to Hindi cinema. It seems to to be blinded by the Rs 150 an Indian multiplex viewer pays and $7-12 the overseas one does for a ticket. As a result, it is losing out on swathes of the domestic market for films in B- & C-class towns. Not too many of the big hits in 2007, except perhaps for Chak De India! have worked across Hindi-speaking markets. Bheja Fry or Partner, some of the other big Hindi hits, just don't register with small town audiences. Sreedhar Pillai, an expert on the south Indian film business, confirms that this is true for Tamil films as well. If a film works in Chennai, Malaysia, Singapore and (these days) Japan, production companies are not interested in the rest of the state. |
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