ENTERTAINMENT : WILL BENGAL FILM INDUSTRY SURVIVE IN THE NEAR FUTURE?

BY ROBIN GHOSH
(ECONOMIST)

KOLKATA, 8 JULY 2023:

The Bengal film industry is under severe stress. It might just collapse anyday.

For any industry to survive and grow you need an enabling environment. And in current times the parameters are: sustainable market space, product- market fit, delight to customers. And assured quality.

Unfortunately, if you judge Bengali films in terms of quality of entertainment, quality of craft – they are indeed mediocre – some are just trash.

Film is like any other product. It is also governed by the general rules of business.

“I must get more value than what I pay.” The film must generate enough entertainment quotient. Only then it generates word of mouth publicity, – wow in social media and repeat viewing.

This is about product market fit. If the film has the right story, perfect storytelling, technically well crafted – contemporary and innovative theme – it has a market indeed.

Splendour or epic dimension is not an essential condition.

Now, coming to market access and market space – the seat capacity of the industry is shrinking. Single screen halls are shutting down. Multiscreen theatres are not a rage any more. Consuming space is static. And a dwindling one – economics is turning negative.

Bengal film industry is in a classic vicious mode. Bengali films only occasionally log jubilees. Chances of making a bumper profit from renting halls are slim.

Hence, the halls are in a bad state. It does not attract maintenance. Investment in new halls are not forthcoming.

A quick glance about the current trend in the Bengal Film industry:

1. In the first quarter of 2023, about 33 films were released, only 2 films were superhit.
2. Roughly 25 films were flops.
3. Industry sources reveal about 100 cinema halls are expected to close down during next year.

So where do we go from here ?

1. Don’t venture on making a film from your own story.
2. Chose stories written by professional writers
3. Invent new themes, new plot, interesting characters.
4. Use intelligent promotional devices like social media, AI.
5. Keep your budget within limits.
6. Make adequate provision for marketing and publicity.
7. While picking up a story, think about creating a dubbed version in other languages.
8. Uptick efficiency in the production process while making the film.