In a first, a case study on Bahubali 2 will be introduced in one of the electives at the Indian Institute of Management, Ahmedabad. The students of Contemporary Film Industry – a business perspective, through the case study, will learn the power of sequel and how a sequel can derisk the movie as a marketing concept.IIMA was the first business school in Asia to introduce a comprehensive elective course on the movie industry and more than 700 students have opted for the course. The course gives a 360 degree view of the creative industry space with special focus on movie production.Confirming the same, professor Bharathan Kandaswamy said, “I will be introducing Bahubali 2 as a case study in the new academic year and it will essentially focus on the power of a sequel and how a sequel can derisk the movie as a marketing concept. There is a research from Stanford university which says that a prequel is always considered better than the sequel but a sequel makes more money than a prequel. Sequels make more money because the producers become more marketing savvy based on the success of a prequel. My course this time will focus on marketing mantras evolving around sequels and how decisions need to be taken that respect art and creativity of a movie and yet are able to make money. Blending art, business and technology is the key.”A comprehensive course on the Business of Television and Online Media has also been designed and will be offered from next academic year. This course has become very relevant and useful as Television and Digital video platforms are technologically converging. MBA students can add significant value by designing new business models and operational processes for these new businesses, he added.CFI course had invited several industry professionals such as Aamir Khan, Prahlad Kakkar, Madhavan, Dhanush, Shreya Saran, Mr Sudhanshu Vats and many others to share their insights and experience which gives students new lessons from a very different space. This time, Meenakshi Shedde, who is a National Award winning film critic, curator for Indian films and South Asia consultant to several leading Film Festivals, spoke to students at length about the role of film festivals.
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