Business Research Methods (2014)
M Rohit (PGP/17/151) Page 1
Decreasing number of box office hits
per year in Telugu film industry
(Tollywood) – analysis and
recommendations
Business Research Methods
Submitted to Submitted by
Dr Arun Abraham Elias M Rohit
Victoria Management School PGP/17/151 – Section C
Victoria University of Wellington Indian Institute of
Management, Kozhikode
New Zealand India
Business Research Methods (2014)
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Abstract
This paper talks about the emergence of Telugu films and subsequent growth and
development of Telugu film industry (Tollywood). Indian film industry on a whole is facing
serious issue in the decrease in number of hits per year. An attempt has been made to study
this trend in Tollywood. Entertainment industry is a major source of income in the Indian
GDP. Hence this topic of research has been chosen. The industry has seen transformation
from Puranas to mass folklore to technological breakthroughs in the form of colour films and
many more innovations. Tollywood holds a special place in Indian film industry in terms of
quality of films, number of films released, box office collections and cultural and political
impacts on India. This paper approaches the industry with behaviour over time analysis and
then identifies various stakeholders involved in this complex network. The paper gives a brief
idea of the effects of various parties on the industry. An attempt has been made to address
various issues relating to technology, piracy, viewership, etc., by taking into account the
interests of all the stakeholders for a bright future of Tollywood. Stakeholder map is made
and analysis of the problems of industry has been done. Causal loop diagrams have been
constructed to analyse the situation, and certain limits of the research have been noted.
Certain valid recommendations have also been made at the end of this paper to prevent the
industry from doldrums and vicissitudes of external agents that affect in a negative way.
Key words: Tollywood, stakeholder analysis, causal loop diagram, methodology, limitations
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Table of Contents
Abstract ………………………………………………………………………………………………….. 2
Introduction ……………………………………………………………………………………………. 4
Research Problem …………………………………………………………………………………… 5
Behaviour Over Time Graph ……………………………………………………………………. 5
Stakeholders’ Analysis …………………………………………………………………………….. 6
Chart of Specific Stakeholders ……………………………………………………………………………………………… 7
Stakes of Stakeholders ………………………………………………………………………………………………………… 9
Literature Review ………………………………………………………………………………….. 12
Research Objective ………………………………………………………………………………… 16
Research Questions ……………………………………………………………………………….. 16
Methodology and Methods……………………………………………………………………… 16
Causal Loop diagram …………………………………………………………………………….. 17
Limitations of the research …………………………………………………………………….. 17
Analysis and Results …………………………..…………………………………………………. 17
Conclusion and scope for further research ……………………………………………… 18
References ……………………………………………………………………………………………. 19
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Introduction
Telugu film industry can be said to have its origins in the pre-independence era, 1909
when late Raghupathi Venkaiah Naidu, considered as father of Indian Telugu cinema made
contributions on the form of producing short films, plays and travelling throughout Asia
promoting art and culture of Telugu people. Film industry in its nascent stages focussed on
Indian epics like Ramanyana, Mahabharata and then on prominent emperors and kings like
King Asoka, King Akbar, King Sri Krihnadevarayulu etc., which the people could easily
associate themselves to. The efforts of many film directors, producers and art directors were
welcomed by Telugu speaking people in a grand fashion. By 1936, film industry transgressed
from religious and mythologies to mass genre. Slowly, but steadily there have been
improvements in technology and way of film making in Tollywood. The 1951 movie Pathala
Bhairavi was the first South Indian movie to be showcased at the first India International
Film Festival in 1952. Film studious like Vijaya Vauhini studios, Prasad studios, Ramoji
Film studios, Annapurna Film studios and many more have been created to facilitate the
industry an enthral the audience of Andhra Pradesh. Then slowly the industry spread to other
regions of India. Movie dubbing and remakes were at done at a high rate. Other language
people have accepted Telugu films in a grand way and Tollywood made a mark with its
technology, plot, characterisations, songs, dances and video making. Nandi awards,
considered as Oscars of Tollywood are given by Andhra Pradesh State Government in many
categories for the beat performances and artists.
Tollywood has many noted film critics like Vasiraju Prakasam and K T N Sastry.
Many Telugu films have received innumerable awards and prizes in International film
festivals. Artists like Chiranjeevi, Balakrishna, Brahmanandam, Savitri, A Nageshwara Rao
etc., have contributed to the industry and made a place in the hearts of Telugu speaking
people. Chief Minister of Andhra Pradesh, Late Nandamuri Taraka Rama Rao came from
Business Research Methods (2014)
Telugu film industry. This shows the respect and fame that these artists are given by the
people. Of late, Tollywood is facing several problems like piracy, decrease in number of box
office hits, increase in number of other language movies, copying from other languages and
so on. In this paper, an effort is made to address the stakeholders and problems of Tollywood.
Certain recommendations for the betterment of Telugu film industry have been suggested to
combat these problems.
Research Problem
General area – Decrease in the number of box office hits in Indian Film Industry.
Specific area – Reduction in the number of box office hits in Telugu film industry
(Tollywood) – reasons and recommendations.
