THE HINDI FILM industry is facing a torrid time. If the impact of the Indian Premier League (IPL) has been managed over the years, it has to contend with the General Elections this year. Success rates of Bollywood films have dropped, coupled with a perception that the quality of content has taken a back seat.
Let’s start with the IPL. It starts in mid-March and goes on till late-May. For viewers, it is a toss-up between watching a match at home or dealing with traffic to watch a movie in a theatre. On top of that, the later part of the IPL coincides with schools’ summer vacations, a time film producers try to cash in on.
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