Export Market for Indian Films

1. Export Market for Indian Films Among the major film producing countries in the world, India can claim to have an export market, perhaps second only to U.S.A. This is poor consolation indeed! While Hollywood films occupy 60% of the world's screening time, India does not have more than 5%. The fact that other counties may be in a worse position does not add to India's glory. Be that as it may, it is heartening to note that the export market for Indian films has been steadily expanding since national independence. The loss of the Pakistan market dealt a serious blow to the industry, but the expansion in other countries has made good the loss to some extent. Before the war the value of the overseas market was usually counted at 5% of the revenue of an average successful picture; today it is 15 to 20%. And it is no exaggeration to say, that overseas film distribution business has turned out to be one of the most profitable lines in the Industry. It is less competitive, less risky and least amenable to any 'check'. Today the foreign market for Indian films is confined to Africa, Middle East and Far East, i.e. the countries in which Indian nationals live or whose culture and customs are akin to those of India. The approximate price a producer may receive from the existing market on successful picture would be as follows, although the price is not strictly capable of such generalisation:- East Africa & Mauritius Rs. 50,000 Egypt 4,000 West Indies 6,000 Fiji Islands 4,000 Malaya 4,000 Indonesia 20,000 Hongkong, Formosa 3,000 Siam 3,000 Bahrain& Persian Gulf Area 3,000 Afghanistan 2,000 Aden 2,000

2. ---------------- Rs. 1,01,000 ---------------- These figures would not indicate even 5% of the revenue earned on some of the outstanding hits. Burma is taken with Bengal Circuit, according to trade practice, while Ceylon goes with the South. Aden is usually included in Bombay Circuit. There are potentialities for expanding the market in all countries of Asia and the Middle East. America and Europe have been virtually closed to Indian films, partly because of the well-developed national film industry in those countries and partly because of the difficulties of obtaining release facilities for Indian films. In U.S.S.R. and other countries, where the Industry is completely nationalized the market has necessarily to depend on political goodwill, which has been built up in a large measure by our national policy of world peace and international goodwill. Taking the number of theatres in each country as the market potential, it will be found that India's market potential is about 5.5% of the world market. This may be slightly more if exhibition of some of the pictures in U.S.S.R. is taken into account. This may be increased upto 10% if our films gain a foothold in Japan, China and countries in Middle East and Far East where Indian films are not yet being shown. And yet 90% of the market potential in Europe and America will remain closed to India, unless this market is tapped on a different basis. Out of this total, Indian films are shown in a few theatres in the countries mentioned below:- Country Total No. of theatres of out of which some show Indian films Aden 8 Afghanistan 8 Burma 144 Ceylon 140 Formosa 294 Hongkong 56 Indo-China 80

3. Indonesia 714 Singapore & Malaya 236 Siam 212 Fiji Island 16 West Indies 19 Egypt 359 East Africa 224 ----------------- Total 2510 ----------------- Films constitute an important source for earning foreign exchange for the country. In no country, except probably Japan, the film industry has been able to stabilise itself from the domestic market. Films have an international appeal and they have to be fully utilised for cultural exchange and as a medium of information. It is therefore necessary to take all possible steps to expand the foreign market for Indian films. The Government and the trade have been alive to this need, but no concerted steps have yet been taken to secure the objective. Arabian Nights fantasies enjoyed a booming market in the Middle East. Image Courtesy: Cinemaazi archives Today the overseas market is controlled by mainly two distributors who are actuated by financial considerations and are not often willing to incur expenses on publicity and other measures required to explore new fields. Whatever market has been gained is primarily due to the intrinsic merits of Indian films to appeal to the Indian nationals living abroad and to the nationals of other countries who appreciate oriental stories and Indian music and dances. For instance, in countries like Indonesia and Egypt, Muslim subjects and pictures of the 'Aladin' type are popular. In Malaya, Tamil subjects are more popular because of the large number of Tamil-speaking population settled down there.