What is it about?

Unlike its Hollywood counterpart, the Hindi film industry (popularly known as Bollywood) attracts huge worldwide popularity because of its wide ranging content, song and dance sequences and wide language appeal. However, we do not know the strategic risk faced in distributing these Bollywood films. This study is an endeavor in that direction.

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Why is it important?

Distribution of filmed content has emerged as the primary strategic function of the film value chain . Distributors’ decisions have increasingly become an issue of strategic importance in the rapidly changing media and entertainment landscape. However, our understanding of distribution risk is limited as the extant work focuses on film development and production risk.


Writing an article on Bollywood is always a pleasure!! Moreover, the enriching experience of working with co-authors with rich experience in film industry and policy helped me to relate to the lived experiences of independent theatrical film distributors in Hindi film industry.

Dr Arunima Haldar
S.P. Jain Institute of Management and Research

"Distribution plays a key role in film culture—it determines what films we see, and when and how we see them". Unlike the resourceful corporate studios, Independent distributors in India are exposed to high amount of risk as they invest in buying distribution rights for the films. In a first of is kind study, our paper has looked into the risk issues for these independent theatrical distributors and how they perceive them in their business.

Dr. Rashmi Dyondi
FLAME University

Read the Original

This page is a summary of: What constitutes risk for a theatrical film distributor? Evidence from the Hindi film industry, International Journal of Organizational Analysis, July 2020, Emerald, DOI: 10.1108/ijoa-03-2020-2086.
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