ZENITH International Journal of Multidisciplinary Research ______ISSN 2231-5780 Vol.5 (6), JUNE (2015), pp. 123-154 Online available at zenithresearch.org.in

“FIRE IN THE BELLY...... ” IS UNDERGOING A MAKEOVER? A STRATEGIC ANALYSIS-A CASE STUDY

DR. JASKARAN SINGH DHILLON*, DR. RUBEENA BAJWA**, MS. TEJBIR SAINI**

*ASSOCIATE PROFESSOR, SRI GURU GRANTH SAHIB WORLD UNIVERSITY, FATEHGARH SAHIB;

**ASSISTANT PROFESSOR, SRI GURU GRANTH SAHIB WORLD UNIVERSITY, FATEHGARH SAHIB ()

***ASSISTANT PROFESSOR SRI GURU GRANTH SAHIB WORLD UNIVERSITY, FATEHGARH SAHIB (INDIA)

ABSTRACT: After a slow and sluggish start, the Punjabi seems to be now poised to scale new highs and is increasingly becoming popular not only in the north Indian state, but also in overseas locations where a sizeable number of the NRI population with their roots in have settled down. The primary marketing objective of all the movie makers in the state has been to simply entertain their existing admirers to sustain a competitive advantage and ensure continued satisfaction and loyalty of cine goers. Gathering pace form 1936...... In 2013 alone, 42 Punjabi movies were released. This might be less than the 103 Marathi and 105 Bengali movies, but industry insiders believe that things are moving in the right direction. The present case study would help in analysis of the Punjabi film industry which is going to determine its future......

KEYWORDS: Pollywood, Punjabi Films, film Strategies, SWOT analysis, Punjabi movies, Punjabi Cinema.

REFERENCES

1. http://archive.indianexpress.com/news/cast-of-saadi-wakhri-hai-shaan-talk-about- future-of-punjabi-films/1014961/ 2. http://businesstoday.intoday.in/story/punjabi-film-industry-and- /1/19574.html 3. http://businesstoday.intoday.in/story/the-coming-of-age-of-punjabi- cinema/1/205030.html 4. http://en.wikipedia.org 5. http://en.wikipedia.org/wiki/Cinema_of_India 6. http://en.wikipedia.org/wiki/Cinema_of_Punjab 7. http://entertainment.indianetzone.com/films/1/punjabi_film_industry.htm 8. http://famouspunjabi.com/anurag-singh/ 9. http://indianexpress.com/article/entertainment/play/beyond-balle-balle/ 10. http://latestpunjabifilms.blogspot.in/ 11. http://movies.ndtv.com/bollywood/bollywood-laps-up-the-punjabi-flavour-614140

ZENITH International Journal of Multidisciplinary Research ______ISSN 2231-5780 Vol.5 (6), JUNE (2015), pp. 123-154 Online available at zenithresearch.org.in

12. http://punjabi-cinema.tumblr.com/ 13. http://punjabigrooves.com/2015-punjabi-movie-releases-2/#sthash.1uAR1A7G.dpbs 14. http://punjabimania.com/jatt-and-juliet-2-will-be-the-biggest-punjabi-release- worldwide/#sthash.yCRcjzZr.dpuf 15. http://punjabipollywood.com/what-punjabi-cinema-will-bring-for-you-in-2015/ 16. http://timesofindia.indiatimes.com/city/chandigarh/Punjab-govt-sets-up-Film- Institute-to-promote-Punjabi-film-industry/articleshow/20069490.cms 17. http://timesofindia.indiatimes.com/entertainment/punjabi/movies/news/Ill-make-one- Punjabi-film-every-year-Subhash-Ghai/articleshow/24185761.cms 18. http://timesofindia.indiatimes.com/entertainment/punjabi/movies/news/I-respect-my- fathers-opinion-on-Punjabi-cinema-Arya-Babbar/articleshow/20379790.cms 19. http://tribune.com.pk/story/552373/shergill-sees-future-merger-of-indo-pak-film- industries/ 20. http://www.boxofficeindia.co.in/%E2%80%9Cpunjabi-films-are-growing-as-they- have-more-universal-appeal%E2%80%9D/2/ 21. http://www.boxofficeindia.co.in/punjabi-beat/ 22. http://www.business-standard.com/article/beyond-business/jatt-di-film- 113062101038_1.html 23. http://www.cinepunjab.com/2013/06/list-of-punjabi-films-2014.html 24. http://www.cinepunjab.com/2015/01/diljit-dosanjh-all-set-to-make.html 25. http://www.fullonpunjabi.com/upcoming-punjabi-movies/ 26. http://www.hindustantimes.com/chunk-ht-ui-punjabsectionpage-dontmiss/punjabi- cinema-a-reality-check/article1-1025668.aspx 27. http://www.indianchild.com/films/punjabi-movies.htm 28. http://www.movietalkies.com/news/783/what's-the-future-of-punjabi-films?-(anxiety- in-the-air) 29. http://www.outlookindia.com/article/Chak-De-Pollywood/291502 30. http://www.punjabi.net/forum/archive/index.php/t-257.html 31. http://www.punjabicinema.org/highest-first-day-punjabi-movie-collection 32. http://www.punjabicinema.org/highest-grossing-punjabi-movies 33. http://www.punjabimovie.co.in/history-of-punjabi-move/ 34. http://www.punjabiportal.com/forum/modern-punjabi-cinema-whole-t852.html 35. http://www.punjabiportal.com/forum/punjabi-cinema-future-t3479-20.html 36. http://www.punjabiportal.com/forum/punjabi-cinema-in-the-uk-all-time-lowest- t6914.html#p627299 37. http://www.punjabiportal.com/forum/re-support-punjabi-cinema-t3085.html#p406547 38. http://www.punjabupfilms.in/yougesters-filmmakers-bring-hope-to-punjabi-cinema/ 39. http://www.quora.com/What-are-the-challenges-faced-by-independent-cinema- community 40. http://www.siasat.com/english/news/punjabi-cinema-not-just-about-balle-balle 41. http://www.tandfonline.com/doi/pdf/10.1080/14746689.2012.682858 42. http://www.tribuneindia.com/2008/20081101/saturday/main1.htm 43. http://www.tribuneindia.com/2014/20140622/spectrum/main1.htm 44. http://www.tribuneindia.com/2014/20141005/ttlife1.htm 45. http://www.tribuneindia.com/news/Gyan%20Zone/A%20life,%20a%20cause/35915.h tml 46. http://www.yourarticlelibrary.com/essay/essay-on-punjabi-cinema-730-words/24366/ 47. http://zeenews.india.com/entertainment/regional/jimmy-sheirgill-happy-to-see- punjabi-cinema-s-popularity_126919.html