BusinessofCinema writes…While the world is talking about the impending marriage of two Bollywood style icons – Abhishek Bachchan and Aishwarya Rai, another ‘marriage of sorts’ was announced today in Mumbai.
Globally, the Indian film industry is the biggest in the world and India has the fourth largest base of mobile subscribers in the world (poised to be number two in the coming years, second only to China). Bollywood and the mobile industry have now come together in a unique ‘Mobile Bollywood Film Initiative’ that was unveiled by Roamware and Hungama Mobile.
The two companies along with GSM Association (GSMA) have launched this initiative to create short movies tailored for mobile devices. Global roaming solutions provider Roamware will make available the content onto mobile devices across the world.
At present, the global mobile entertainment revenue market is pegged at $21 billion and by 2010 Bollywood is expected to contribute $42 billion to the same. Bollywood today commands close to 1.5 million downloads a day. What’s more, currently there are 105.4 million subscribers of the GSM services in India.
Roamware, Hungama Mobile and GSMA have also teamed up with Bollywood film maker, Sanjay Gupta (of White Feather Films), to premiere three Bollywood short movies for the mobile medium.
These films will be premiered at the GSMA’s 3GSM World Congress in Barcelona, which will be held from 12 – 15 February, 2007. The Congress, the largest annual mobile event, is expected to attract over 60,000 attendees from across the global mobile value chain.
As has already been reported by Businessofcinema.com last week, Roamware is also the exclusive sponsor of the Sundance Film Festival: Global Short Film Project, a joint initiative of the GSM Association and the Sundance Institute. The Mobile Bollywood Initiative is another step by Roamware to facilitate short films for the mobile medium.
“We are very excited by Roamware and Hungama Mobiles’ commitment to bring the spectacle of Bollywood to mobile phones – the fourth screen – at the world’s most important mobile industry gathering. The Sundance and Bollywood communities represent some of the most creative, vibrant and diverse talent in the movie world, and we are delighted to be able to showcase these extraordinary films in Barcelona. In doing so, we hope to catalyse a truly compelling mobile entertainment experience for mobile users globally,? said GSM Association chairman Craig Ehrlich.
“Hungama Mobile has pioneered the delivery of Bollywood entertainment content to the world and has been instrumental in promoting Bollywood in the wireless world. From providing music, imagery, video and games we are now preparing to introduce full features and this project with Sanjay Gupta is a step in the same direction. Hungama Mobile has worldwide exclusive rights to over 70 per cent of Bollywood content on the mobile and digital platforms and this content comes from the world’s fastest growing mobile market – India and the most vibrant film industry. We believe it offers tremendous promise as a content category for carriers in over 125 countries,? added Hungama Mobile managing director and CEO Neeraj Roy.
“We are honoured to be part of the Sundance Institute and the GSMA’s pioneering vision of the distribution of movies via the mobile phone. Bollywood is a huge force in the global film market, and we look forward to helping the mobile industry realise the potential of this partnership,? said Roamware CEO Bobby Srinivasan.
Filmmaker Sanjay Gupta added, “Bollywood is a massive presence in the world movie industry, and South Asia represents the fastest growing mobile market in the world. I am thrilled to have the opportunity to be involved in a project that has a promise and the potential to create a whole new distribution model for Bollywood cinematic entertainment. Our project Dus Kahaniyah has been made keeping the mobile and digital medium in mind and the fact that today the market for short films has been given a huge impetus as the quality of video experience on mobile has improved significantly.?
The cost of downloading the short films has not yet ascertained. The revenue sharing ratio between the content provider (producer/director) and the mobile service provider (Hungama) will be 50:50.
While at present, this initiative has been rolled out with known filmmakers, plans are also to open this medium to aspiring directors in the future. Srinivasan informs, “We will be having a phase wise rollout of the initiative. Once the model is successful, we will also open up the floodgates to budding filmmakers.”
Wireless Mobile Telecom