Is the world ready for an Indian hero’s animated adventures?
Raja Harishchandra was the first Indian full-length film directed by Dadasaheb Phalke which was based on the legend of Harishchandra as described in the Ramayana and Mahabharata. It had hit the screens way back in 1913 and since then, Bollywood has definitely come a long way from the era of black and white mythological films with the latest craze being animation. Of late, animation films have been winning a roaring applause in Hollywood and the Hindi versions of the same received great response from the Indian audience from across the world. Finding Nemo, The Incredibles, Happy Feet and Ice Age are some such films which not only fared well commercially, but also opened up a completely new business opportunity for retailers in India, with soft toys of such characters, kids stationery, lunch boxes, school bags and other kids’ merchandise making way to the shops.
Spurred on by this success story, Bollywood followed suite with a plethora of animation films like Hanuman, Bal Ganesh, Hanuman Returns and My friend Ganesha, based on characters from Hindu mythology. Despite being marketed well, these films didn’t turn out to be runaway successes.
What such films contributed was not just advanced technology and a new kind of storyline, but also a trend where the adult audience also displayed the same enthusiasm and excitement as did the little ones. Hence began a new era of animation films targeted at every cine lover, promoted and packaged like any other Bollywood masala flick. Ghatothkach-Master of Magic happens to be the first animation film to do so. Says Smita Maroo, Vice President, Shemaroo Entertainment, “With the increase in adult audience for such films, we have given this film a Bollywood-style narrative with drama, magic, action, comedy and music.”
Raja Harishchandra was the first Indian full-length film directed by Dadasaheb Phalke which was based on the legend of Harishchandra as described in the Ramayana and Mahabharata. It had hit the screens way back in 1913 and since then, Bollywood has definitely come a long way from the era of black and white mythological films with the latest craze being animation. Of late, animation films have been winning a roaring applause in Hollywood and the Hindi versions of the same received great response from the Indian audience from across the world. Finding Nemo, The Incredibles, Happy Feet and Ice Age are some such films which not only fared well commercially, but also opened up a completely new business opportunity for retailers in India, with soft toys of such characters, kids stationery, lunch boxes, school bags and other kids’ merchandise making way to the shops.
Spurred on by this success story, Bollywood followed suite with a plethora of animation films like Hanuman, Bal Ganesh, Hanuman Returns and My friend Ganesha, based on characters from Hindu mythology. Despite being marketed well, these films didn’t turn out to be runaway successes.
What such films contributed was not just advanced technology and a new kind of storyline, but also a trend where the adult audience also displayed the same enthusiasm and excitement as did the little ones. Hence began a new era of animation films targeted at every cine lover, promoted and packaged like any other Bollywood masala flick. Ghatothkach-Master of Magic happens to be the first animation film to do so. Says Smita Maroo, Vice President, Shemaroo Entertainment, “With the increase in adult audience for such films, we have given this film a Bollywood-style narrative with drama, magic, action, comedy and music.”
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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