BY ROBIN GHOSH,
ECONOMIST AND BUSINESS MENTOR
KOLKATA, 15 MARCH 2025:
Bengal Film Industry, which is in deep crisis, needs urgent solution.
If no correctives are initiated, it will erode large-scale employment of creative workers and artists.
The crisis has been brewing for many years and from time to time many measures have been tabled – nothing seems to have worked.
The future looks grim and mournful.
Where do we go from here ?Conventional measures for reviving an industry, be it Jute or Entertainment, seem to be slow and turning out to be ineffective.
We have entered into a new world. New wave of technologies have changed the rules of games from how to build a business, how to grow and
how to resurrect a business.
The digital platform , digital technology and digital marketing are redefining strategic levers of business. And, therefore you have to create innovation, induct new technology, a new workbook, and a new workplace.
Keeping this background in mind, I have visualized in One Point Instrument which can revitalize and resurrect the Bengal Film Industry.
The Instrument is a Gold Card. A kind of Credit Card created in collaboration with a Bank which will enable the Cardholder to book a ticket in Theatres and confirm their seats.
You have, for example, a Gold Card worth Rs. 2000 — and you will be entitled to book 12 shows @ Rs. 166 instead of an average ticket price of Rs. 250.
The Bank will collect the money and after deducting their fees will distribute the revenue to the Theatres as per invoice raised on a fortnightly basis.
This might appear a wild idea but given the technology, it is a feasible scheme and can be implemented successfully.
Gold Card will incentivise the customers in many ways:
1.View now pay later
2 .Ticket at Discounted rate
3 .Ease of booking tickets
4 .Higher occupancy in Theatres.
Bengal Film Industry must understand that they have to adopt new age strategic marketing and provide ease of enjoying a film.
5 .Secured collection
6 .From collected revenues 1% will be disbursed for Academic and Policy Research.
Bengal Film industry must understand that they have to adopt the changing ecosystem of Film viewing.
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