The Screen Test

As a rewind,the first Screen Big Picture Survey had revealed that the “The Changing Face of Bollywood” was represented by actors Aamir Khan and Katrina Kaif who best embodied the changes in the film industry. The following year,Screen’s poll on the impact of multiplexes on cinema only reiterated Khan’s and Kaif’s dominion. Last year’s survey ironically brought to notice that veteran hero Amitabh Bachchan remained the most popular actor even across the new media.

This year’s Screen survey studies the evolution of the studio model in the industry with Bollywood having moved away from working as a mom-and-pop shop. While stand-alone production houses do exist and even thrive in the industry,they are gradually assuming the role of content providers for bigger players. So,can the indigenous production houses coexist with foreign studios? The survey conducted by Screen among 514 members of the film industry threw up interesting facts.

While Yash Chopra received 26 per cent votes to become the most influential filmmaker,Karan Johar followed at 21 per cent votes. Chopra,with his characteristic humility,says,“I have always received much love and affection from the fraternity. Filmmaking is a team effort,and Adi (Aditya Chopra) and I are fortunate to always have the best creative and technical talent working with us.”

Vinod Chopra Films with its “Munnabhai” franchise and the record setting 3 Idiots,garnered 16 per cent votes for creativity. In an unexpected revelation,Ram Gopal Varma Productions emerged as the largest contributor of talent to the industry. Even though Chopra’s YRF emerged as the top studio,66 per cent people felt that corporatisation has helped the film industry because of marketing,vision,financial muscle and distribution network. UTV,however,beat YRF at 21 per cent votes for its marketing strategies. Given the current trend of actors turning producers,45 per cent respondents felt it helped the business,and Aamir Khan emerged as the most influential even though the same view doesn’t hold true for actresses turning producers.

When it comes to studios,56 per cent people felt that homegrown studios could compete with Hollywood studios given their natural connect with the audience. However,15 per cent respondents stated that foreign studios had a better knowledge of global markets. Thirty-two per cent respondents assumed that foreign studios have deep pockets,while 42 per cent people thought international distribution was their main strength. Their advantages notwithstanding,a whopping 73 per cent people felt that the arrival of Hollywood studios is likely to result in more urbane and westernised content.

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