RESEARCH

METHODOLOGY

- TO BE PRESENTED TO MONA BHATIA

 Birth of Indian Cinema

Indian Cinema was born on 3rd May, 1913.

Since 1913, Indian Cinema, popularly known as Bollywood,

has made a long journey from simple silent movies to sound
films, then colored films to technically advanced movies of
the present day.
 Interesting Facts about Bollywood
• Production-wise, Bollywood is the largest film industry in the
world with over 1000 films produced every year.

• Its movies are watched by almost 14 million Indians everyday

• Raja Harishchandra (1913), by Dadasaheb Phalke was the first

silent feature film made in India.

• 'Alam Ara' - the first Indian sound film was released in 1931.

• Kisan Kanya (1937) was the first colored movie produced in India.

• Every year, Bollywood movies are celebrated in no less than 6

award functions
 Evolution of the BOLLYWOOD
 It was by the 1930's that the industry started producing more than 200 films
every year.

 By late 1950s the films were defined by sumptuous romantic musicals and
melodramas.

 Late 1960s and early 1970s gave rise to romantic movies, action films and
violent films.

 In 1970’s films were action oriented with revenge as the dominating theme.

 It was the age of the angry young man and Amitabh Bachchan rose to
prominence with the success of Sholay, Zanjeer and Deewar.
 Evolution of Bollywood
The late eighties and early nineties saw the revival of the musical love stories
in Hindi cinema.

90s was a mixed genre of romantic, thrillers, action and comedy films.

During this period the cinema quality increased to a great extent and the box-
office was stroked by family-centric romantic musicals.
A stark upgrade was seen as technology gifted the industry Dolby digital sound
effects, advanced special effects, choreography and international appeal.
The development brought about investments from the corporate sector along
with finer scripts and performances.
 Films & Youth
▪ Officially recognized by the Government of India, is all those in the age group
15 - 35 are considered to be youth
▪ Hindi films in particular – seem to play a large role in the lives of teenagers
today.
▪ Discussions on films form a large part of daily ‘gossip’, and extend to a large
degree into the real lives of film stars
▪ When it comes to fashion, romance and language, Bollywood movies are a
constant reference point for youngsters.
▪ Gangster films are particularly popular with college students.
▪ Dialogues from these films are routinely used in their conversations with
friends.
 Films & Youth

▪ When combined with the right clothes and symbols – motorbikes,

cigarettes, girls/guys, mobile phones etc. it gives them a sense of
belonging.
▪ Films are a medium through which teenagers are presented with new
ideas - be it in terms of dress codes, behaviour or attitude. These are
often used by youth in their daily interactions with friends and
acquaintances.
▪ Films have created a yearning for romance.
▪ To be tagged "boyfriend" or "girlfriend" implies popularity, cool-ness
and modernity.
 IMMITATING BOLLYWOOD

Emulating the Hero - Herogiri:

This is a concept which has come from the movies. To be or act like a hero – this
implies style, fashion and is associated with the so called 'cool' behaviour.
Establishing linkages with glamour symbols:
Bikes, cars, discos, smoking, dance, boozing, fashion –
clothes/accessories/hairstyles – and body building are the symbols that are
considered most glamorous.
Projecting the right Image:
Projecting the right 'image' is an important aspect. For instance, girls aspire to
project the "Uptown Girl" image - it's one who is provocative, presents a challenge
- not just to other girls but boys as well.
 21st Century Industry

Today Indian Cinema, especially Hindi cinema is not only popular in India
but also in parts of Middle East, Pakistan, UK and virtually every other
place where Indians live.

A revolution of sorts has happened in terms of defining glamour,

entertainment, commercial values, budgeting, marketing and box office
reports.
It is 21st century now. This era brought immense popularity to the
Bollywood, so much that its films appeal the audiences of all segments.
 BUSINESS OF BOLLYWOOD

Movies are not only the world’s most popular form of entertainment, but
the film business is now becoming recognized as a highly lucrative and
profitable investment sector.
Before the reform, the filmmakers were hugely dependent on diamond
merchants and underworld for finances.
But today quite a few banks, including IDBI, Exim Bank and Bank of
Baroda, are pumping money into movie-making business.
The Industrial Development Bank of India (IDBI), which started off by
investing Rs.70 million in the industry, is seen as the leader in this sector
and has decided to double its investments to the tune of Rs.2 billion.
 PROS Of Bollywood

Movies introduce youths to cultures, historical events and stories with which
they are unfamiliar.
Movies used in classrooms enhance learning.
Movies are enjoyable for all age group people.
They stimulate people's emotions, imaginations and conversations.
A good cinema always raises issues that makes them question things and
force them to search solution.
Good comedy movies always refresh the mind & help in increasing
creativity.
 Cons of Bollywood

Vulgarity
Smoking and alcohol
Most movies have sex content, terrorism which leads youth's mind
to dangerous way.
Youngsters see movies & expect a very rich lifestyle & excess money
without hard work.
Modern cinemas are violent, consisting crime scenes & , no moral code
Abusive language, intimate scenes and vulgarity is corrupting youth and
mind-set.
 Formulating the research Problem

KEY ELEMENTS OF RESEARCH TOPIC

 Unit of analysis – Youth ( aged between 16 - 26 years )
 Characteristics of interest – understanding Role of Bollywood in youth’s life
 Time and space boundary – 1 month
 Environmental condition – Youth imitate Bollywood in terms of fashion,
style , acts performed etc. which has highly influenced
their life.
 OBJECTIVE OF THE RESEARCH

1. To understand various positive and negative factors of

Bollywood influencing lives of the youth.

2. To observe the changing response & behaviour of youth to

the changing trends in the film industry.

3. To study various likes, dislikes, tastes & preferences of the

youth in accordance with the Bollywood celebrities.
 DEVELOPING OF A WORKING HYPOTHESIS

 H_0 : NULL HYPOTHESIS

 Bollywood does not play a significant role in Youth’s life
 H_1 : ALTERNATIVE HYPOTHESIS
 Bollywood plays a significant role in Youth’s life

Research design
 Type of Research Design – Exploratory Research
 SAMPLE DESIGN
Total = 50 samples
Survey Method
 Questionnaire
 Yahoo Answers
Analysis of data
Junior Youth (16 – 21 years) / Adult youth (22 – 26 years)
Male / Female
Media Field / Non - Media Field
Q1. What would you like to do in your
spare time ?

1. Watch a movie
2. Hangout with friends
3. Study
4. Indoor-Outdoor Games
5. Others
 70

60
46 %
Percentage ( % )

50
34 %
40

30

20
9 % 7 %
10 4%

0
Watch a movie Hangout with Study Indoor-Outdoor Others
Friends Games
Q2. How frequently do you watch movies ?

1. Once a week
2. Once a month
3. Once in 3 months
4. Others
 Frequency of watching movies

66% 48%

70%
9% 30%
60%
50% 8% 13%
40% 17% 9%
30%
20% 22 - 26 years
10% 16 - 21 years
0%
Once a week Once a month Once in 3 Others
months
Q3. Which type of movies you like to see
the most ?

1. Inspirational / Biographical
2. Action / Thriller
3. Comedy
4. Drama / Romance
5. Sci-Fi
6. Horror
 TYPES OF MOVIES
OUTER RING : MALE
7%
INNER RING : FEMALE 15% Inspirational / Biographical
11% 6%
8% 18%
Action / Thriller

Comedy
19%
16%
Drama / Romance
21% 30%

Sci-Fi / 3D
22%
Horror
27%
Q4. What are the most important
elements of a movie ?

1. Story Line
2. Cast & Crew
3. Dialogues
4. Fun & Comic
5. Songs / Dance
 ELEMENTS OF A MOVIE
35%
32%
30%

25% 24%

20%
20%
15%
15%

10% 9%

5%

0%
Storyline Cast & Crew Dialogues Fun & Comic Songs / Dance
Q5. With whom would you prefer
watching a movie ?

1. Parents
2. Siblings / Cousins
3. Friends
4. Others
YOUTH WaTcH mOvies in THe cOmpanY Of…

Friends
7% 2%

Cousins / Siblings
20%

Others
71%
Parents / Elders
 TOP ANSWERS
▪ I don’t think films have that much impact on youth
They are one of the many factors in an ocean of factors
Peer pressure, parenting, schooling, etc. would have a much stronger
impact than films.
▪ They will only impact only if u want them to
▪ Films do affect the mind set of youth but I consider Television having much
more negative impacts on youth.
▪ Movies are meant for entertainment
You should laugh out the moment and leave negative stuffs inside the
cinema theatre itself
▪ It completely depends upon your perception.
Q7. How much maximum amount would you
spend for a movie ticket

1. Rs.150
2. Rs.250
3. Rs.350
4. Rs.350 +
 Maximum amount spent on a movie ticket
50% 47% 46%
45%

40%

35% 32%
30% 27%
25% 22%
19%
20%

15%

10%
6%
5%
0%
0%
Rs. 150 Rs. 250 Rs. 350 Rs. 350 +
2014 2004
Q8. Is Bollywood a secured option for
future career ?

1. YES

2. NO

3. MAYBE
 34%
YES
5%

MEDIA FIELD
47%
NO
67%
NON MEDIA FIELD

19%
MAYBE
28%

0% 20% 40% 60% 80%

ARTICLE :- THE TIMES OF INDIA
Q9. From the following , which
group of Bollywood celebrities
do you admire ?

Category 1

Category 2

Category 3
 27% CATEGORY 1

CATEGORY 2 12%

61% CATEGORY 3
10. Prioritize following aspects in which you imitate
Bollywood celebrities in chronological order

a) Aesthetics
b) Lifestyle
c) Clothing
d) Accessories
e) Style
RATINGS AS PER PRIORITIES

CLOTHING

AESTHETICS

STYLE

ACCESSORIES

LIFESTYLE
11. Off late Bollywood has been trying
too much to imitate Hollywood.

1. Strongly Agree
2. Agree
3. Disagree
4. Strongly Disagree
41%
•Strongly Agree

38% •Agree

17%
•Disagree

4% •Strongly Disagree
 Q12. Do celebrities influence you to purchase
the products endorsed or advertised by them ?

1. YES
2. NO
3. SOMEWHAT
 INFLUENCE ON PURCHASE OF PRODUCTS

YES NO SOMEWHAT
INFLUENCE OF
CELEBRITIES

58% 28% 14%

0% 20% 40% 60% 80% 100%

 Q13. Are Bollywood films making the
YOUTH … ?
A. Mentally Violent
B. Physically Violent

1. YES, VERY MUCH

2. YES
3. NO
Inner Ring – Physically Violent
16%
Outer Ring – Mentally Violent

YES, VERY MUCH

28%

38%
YES

53%
NO
31%

34%
Q14. HAS MUKESH HARANE INSPIRED YOU ?
(Smokeless Tobacco Campaign)

1. YES
2. NO
3. DON’T KNOW
 11%
YES
34%

NO

55%

DON’T KNOW
Q15. Do you Fantasize your life to be a
Bollywood movie

1. YES
2. NO
3. AT TIMES
45%
40%
35%
30%
25%
20%
15%
10% 35% 41% 24%
5%
0%
NO YES AT TIMES
 “ A good film is higher than
any form of Education
But a bad one is more injurious
than even Poison “