Bollywood offerings will be plotted around your tastes: bone-cracking action will be juiced up to your liking, romance will be calibrated to your desired oomph-level
Institute’s research will help filmmakers gauge people’s tastes
AHMEDABAD: Soon, Bollywood offerings will be plotted around your tastes: bone-cracking action will be juiced up to your liking, romance will be calibrated to your desired oomph-level, and comedy will be cranked up exactly as you like it.
For, one of India’s premier institutes, Mudra Institute of Communication Research (Micore), will help filmmakers and producers gauge market sentiments by carrying out fundamental research on movie-making.
This will be Micore’s first research in this field. Filmmaking, under entertainment, is one of the five core areas which are being researched by the institute.
The institute, which was founded last year, plans to come out with its first research papers on celebrity endorsements and their effectiveness in the country by year-end. The institute is the first of its kind in Asia — and some say one of the few in the world — to conduct research in the field of media and communication.
In its effort to be recognised as a world-class institute, Micore has appointed Ang Peng Hwa of Nanyang Technological University, Singapore, as a visiting dean. Prior to the appointment, Ang was the director of Singapore Internet and Research Centre at the aforesaid university.
The acting dean of Micore, Alan D’Souza, has discussed ambitious plans for the institute. “Around Rs100 crore will be infused [into the institute] over the next few years. Currently, there are six researchers at the institute. We aim to have 15 by the end of this year,” he said. “We also aim to have up to 100 researchers in the next five years,” he said.
Micore's campus will come up beside Mica’s on 20 acres of land near Shela village. D'Souza said that the institute was receiving support from communication and advertising experts from world over.
“We want our research to be robust and relevant for a longer time,” Hwa said. “India is a hotspot for activity and the whole world is looking at India and China,” Ang said.
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