The making of box-office collection: qualitative insights from Bollywood

Abstract

Purpose

This study explores the making of box-office collection using the Indian film industry, Bollywood, as a case.

Design/methodology/approach

This study conducts in-depth interviews with cinematic experts in the Indian film industry and analyzes the interview transcripts using thematic analysis.

Findings

This study uncovers several noteworthy findings. First, films that drew both general (MASS audience) and niche (CLASS audience) viewers dominate the box office. Second, viewers prefer to see films that are based on true events, and their engagement will be deeper if the subject of the film resonates with them. Third, stakeholder share is variable and changes over time. Fourth, the marketing budget for a film is typically higher than its production budget, and it is determined by the producer's financial resources. Fifth, the dominance of big over small banner films motivates the latter to pursue online rather than cinematic releases. Finally, Internet access creates value and returns on investment through sales of satellite and musical rights, while strategic promotion and distribution reap maximum benefit for box-office collection.

Originality/value

Unlike past studies that rely on secondary data, this study uses primary qualitative data to explore the making of box-office collection. This study also focuses on an alternative film industry, Bollywood, as it is a vast context that remains underexplored.

Citation

Patil, V., Date, H., Kumar, S., Lim, W.M. and Donthu, N. (2022), "The making of box-office collection: qualitative insights from Bollywood", Marketing Intelligence & Planning, Vol. 40 No. 8, pp. 1010-1023. https://doi.org/10.1108/MIP-07-2021-0238