Blue Ocean Strategy Case Study

Ronnie Screwvala: Trying to professionalise Bollywood?

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Abstract:
"The Indian film industry was not well-organised until film entrepreneurs, like Ronnie Screwvala, stepped in to make the film industry a more organised and professional business. He was the first to introduce investors from outside, new accounting standards, and aggressive and innovative marketing strategies for films. Through his company, UTV Software Communications, he was able to make the Indian film industry visible on the global cinematic map, setting the standards of studio efficiency the way Jack Warner did for Hollywood. His company entered into a diversified range of businesses including films, animation, videogames production and distribution. The case throws light on the changing scenario of the Indian film industry and how people like Screwvala played a key role in corporatising and professionalising the same. It remains to be seen whether Screwvala's efforts will enable UTV to strengthen its position and make it a global household name. The case helps to understand and analyse: (1) the changing scenario of the Indian film industry; (2) Ronnie Screwvala: the man and his dreams; and (3) the challenges faced in order to bring Bollywood onto the global cinematic platform. "

Pedagogical Objectives:

Keywords : Bollywood; Hollywood; Distribution, production; Film making; Corporatisation; Neo film entrepreneurs; Marketing strategy; Investors; Global cinema; UTV