Yash Raj Films: from Print to Digital Platform
Yash Raj Films: From Print to Digital Platform Neha Agarwal1 and Pooja Agarwal2 1,2Kirloskar Institute of Advanced Management Studies, Pune “In our business today, the most valuable currency the audience has is their TIME. And they are very sure about how they want to trade it. Also, it’s no longer enough just to create buzz about the product, it’s now more important to compete for their attention by providing compelling reasons to experience our product.” 1 —Yash Raj Film’s Statement on its Website As the rainy season finally hits the skies of Mumbai, popularly known as The City of Dreams, it is the place in India where a lot of people come every day wishing to convert their dreams into reality. Yash Chopra, one of the leading film producers of pdf, India was carefully watching the rain drops on the window pane of his office. He has this been instrumental in shaping the symbolism of mainstreamof Hindi cinema across the globe. His company had a great name in the Bollywood filmcopyright-holder industry, from making content high-budget blockbusters to youth-oriented films,system, fromthe working with the biggest of actors of the industry to launching young talentany in films, Yash Raj films had by far applied a lot of marketing strategies to drawsave its retrieval customer’s attention. or But today the scenario was different, He wasany actually thinking about the crises that his film making company “Yash Raj printFilms” on PERMISSION was facing at that point of time in early full, 2007. That year, expensive filmscopy, likein JhoomBarabarJhoom with Amitabh Bachchan, to or Abhishek Bachchan, Preity Zinta andWRITTEN Lara Dutta, Aaja Nachle with Madhuri Dixit and Laaga Chunari Mein Daag partwith Rani Mukherjee had bombed in the market.
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