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Multiplexes in India: Building Castles in a Low-income Market of Uneven Geographies

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Gopalkrishnan S.
Images. The International Journal of European Film, Performing Arts and Audiovisual Communication
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2022
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vol. 32
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issue 41
165-180
EN
The Indian film industry produces the highest number of movies in the world, in various languages, and casts a large shadow of influence on the socio-cultural landscape of the country. However, in terms of box-office value as a share of the total entertainment pie in India, films are a minor segment in a market with vast potential. The pandemic of 2020 drastically changed the fragile dynamics of the already-struggling film distribution and screening sector. Over the years, the Indian film business has staked its future on a business model forged around the “Mall-Multiplex” complex in a country that is mostly low-income or bottom of the pyramid (BoP). This exploratory article, with the help of existing data on theatre screen seats and high-potential population geographies, endeavours to understand India’s existing film entertainment business and sets out to spot the opportunities available for the low-priced film business as a value proposition.
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