While theatres have gone state-of-the-art, the Rajasthani film industry is struggling to survive in the state
Over the past couple of decades, specifically the last ten years, the growth story of the film/entertainment industry in Rajasthan has been tremendous. From the early 2000s, when single screen cinemas used to run films on conventional projectors through reels, we have come a long way. Now all cinemas — including multiplexes and single screens — across the state run films via satellite projection.
Gone are the days when you had to stand in queues for buying tickets for movies. Now, with a click of a button, you have multiple options of shows to choose from and the convenience of booking tickets online. The days of black marketing of tickets are history. In fact, you will probably be scoring a great discount deal on buying tickets online.
Another factor that has undergone a major change is the entertainment tax, which was earlier very high. In some states like Rajasthan, it would go up to 100 per cent. But with the introduction of GST, the tax rate is now at 28%. In fact, the government is trying to promote single screens that keep their ticket price under Rs 100 with a tax levy of just 18 per cent.
Although the admission rates of cinema tickets have climbed up but, at the same time, they offer quality services and use the latest technology for sound and lights, in addition to offering clean bathrooms, air conditioning, and a variety of finger-licking snacks to choose from.
In the past, few films in a year used to run for 100 days, 25 weeks (silver jubilee), 50 weeks (golden jubilee), 75 weeks (platinum jubilee). Now, major business for a movie is done within the first week of its release. The future of Indian cinema is very bright as small budget films like Parmanu, Veere di Wedding, Raazi, and Hichki are doing wonders at the Box Office.
Similarly, film publicity has also shifted from banners, hoardings, poster pasting, and wall paintings to social media through Youtube, Facebook, Twitter, etc.
All top Bollywood stars visit the Pink City to promote their films time and again. Jaipur, in particular, has become a very important business centre that no one can ignore.
Unfortunately, Rajasthani films are dying. There is serious lack of talent, finance and quality. As a result, few screens count is available for the release of regional movies. On the other hand, Punjabi, Marathi, Tamil and Telugu cinemas are getting bigger. In certain cases, Telugu films do businesses up to Rs 200 crore. With inadequate support from the government, it seems difficult for the Rajasthani film industry to survive.
Movies are breaking their own records by touching the unimaginable Rs 500 crore-mark. This is only the Box Office figure and does not include the satellite and overseas businesses. While our film industry explored the market in China and created records there, Hollywood is the new threat to our own film industry. Many latest Hollywood releases, such as Avengers created new records in India. Hollywood has started recognising India as a very big potential market.
With cheap data plans, the content on smart TV and phones has also arrived as a new threat to the film industry. Amazon Prime, Netflix, and Hotstar are all waging wars to maximise their subscriber base. Although the content is available in different formats, but it all comes down to the experience of moviegoing in a theatre with warm and crispy popcorn.
The author is managing director, Yash Raj Jai Pictures and secretary, Rajasthan Film Trade and Promotion Council
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Bollywood")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}