FICCI-KPMG-Report-13-FRAMES

The power of a billion: Realizing the Indian dream
81
“
As an industry, our level of creative output
can be raised significantly if there are more
high quality well-run institutions focused
on the cinematic arts. There is a dearth of
formal training in most creative disciplines
of filmmaking such as writing, editing, sound,
production design, visual effects and so on.
We have no dearth of talented individuals who
are forced to learn completely on the job due
to the lack of any structured training facilities
for them to avail of. They are like diamonds in
the rough, who with the help of some polishing
and finishing can help the industry shine much
brighter.
“
Scan the QR code to hear more from Siddharth
- Siddharth Roy Kapur
Managing Director
Studios, Dinsey UTV
Media and Entertainment Skill Council:
The government of India has identified M&E as one of the
many industries which require training institutes. Accordingly
under the National Skill Development Policy 2009, National
Skill Development Council (NSDC) has constituted a Media
and Entertainment Skill Council (MESC), which will focus
on the television, print, films, radio, animation, gaming and
advertising industries. Institutes focusing on technicians,
stuntmen, spot boys and others employed in film industries
will be set up. The skills council will be headed by actor
Kamal Hassan. MESC will act as an accreditation body for
the training programmes. It work closely with NSDC to train
more than 11.7 million people over the next 10 years in skills
such as lighting, scriptwriting, electric work and tailoring 77 .
“
The Ministry of Human Resource and
Development in Government of India and
the State Government Education Ministries
need to focus on education in the media and
entertainment sector. United States has over
300 media universities and schools offering
Degree or Master Degree and even doctorates.
Right now media schools in India are only
eligible to offer diplomas. Why can’t they have
degree granting status? It will go a long way in
not only attracting talented students but also
boost the image of vocational education in the
country.
“
- Ravi Gupta
Dean
Whistling Woods International
First school for ‘Film Curation’:
Film Curation, also known as ‘film programming’, pertains
to archiving, documenting, researching, contextualising and
cataloguing films. It is now emerging as a field in film studies
as there is a demand for trained professionals who have
cross-disciplined knowledge of various aspects of cinema
77. Film biz to get 11.7m trained workers, The Times of India, 03 Oct 2012
78. ‘Films as Science’, The Indian Express, April 2012
79. Industry discussions by KPMG in India
and who can select films for a festival in an informed manner.
As a first step towards this, the Film and Television of India
(FTII) organized a four-day course on film curation and is also
planning to organize it every year. In addition, Dr Ambedkar
University in Delhi has introduced a full-time course aimed at
creating professionally-trained curators 78 .
Multiplexes – slicing the audience and
creating service differentiation
Large formats 79 :
After upgrading from single theatres to a multiplex
environment, moviegoers in India can now advance to
even larger cinema watching experience. International
exhibitor, Cinépolis, will soon open its large multiplex format
called Megaplex (mega multiplex) in India. Large format
megaplexes allow for more titles to be played and for
titles to stay in theatre for a longer first run. The 15-screen
megaplex which will be launched in Pune is designed to
have 3 Cinepolis VIP screens (a luxurious and ultra premium
cinema experience) and 12 regular screens. The megaplex
will run 75 shows per day or 1 new show every 10 minutes
offering patrons with unprecedented choice of film titles
and show timings. Average seating capacity is 180 seats.
Cinepolis is opening more such megaplexes with 14 screens
in Thane, 11 screens in Kochi and 10 screens in Ghaziabad
soon. PVR also has an 11-screen multiplex in Bangalore, 9
screens each in Mumbai, Chandigarh and Kochi. However,
not many exhibitors have invested in the megaplex format in
India so far as it is very expensive to build and requires large
investment due to high land cost and rentals. Also, industry
is of the view that a 15 screen theatre would do well only in
cities with multiple cultures or market for regional language
films.
Luxury entertainment:
Movie goers have begun to appreciate luxury in
entertainment. They are increasingly willing to pay INR700-
INR1000 for a PVR’s Director Cut ticket or Big Cinema’s
Ebony Lounge, as it offers a differentiated experience
to them. It is not merely a luxury movie theatre, but is a
complete package with grand auditoriums with 180 degree
reclining chairs, a cafe, a restaurant-cum-bar, a lounge, a
patisserie and a film-themed book shop. PVR has witnessed
an encouraging response from patrons in Delhi region, and
PVR plans to take this model to other key metro cities as
well.
Tapping the Bottom of the Pyramid through
‘Valueplexes’:
As with many industries, the film industry has also
recognized the immense potential posed by the audience
which lies at the bottom of the pyramid. Almost 70 percent
of India’s population lives in rural areas indicating a large
untapped market 80 . Rural incomes are growing faster than
urban incomes, with the low income group expected to
shrink significantly, middle income group likely to go up to
500 million from the current 350 million people and the rich
segment to expand to 150 milllion from 50 million 81 . The
industry has begun to recognize the vast potential of this
segment. United Mediaworks (UMW), for instance, has
started Nukkad Entertainment, a chain of small-sized digital
cinema halls targeting the lower-middle and lower-income
groups 82 .
80. Census 2011
81. Preeti Mehra, “The rural income pyramid is morphing into a diamond,” Business Line,
82. ‘Dawn of ‘paisa vasool’ video parlours’, Business Standard, January 2013
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