ROCK ON and the theory of disruption
Enkayaar, Bollywood Trade News Network
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Whenever history of Indian cinema of the modern times would be written, in not too a distant future, ROCK ON is going to find a place of eminence in this place. It has come out from the blue and has proved that the theory of disruption is indeed applicable in its practicality. The theory of disruption is applicable as it has turned the conventions of the film making in the Indian milieu stand on its head, and has indeed disrupted the process.
The elements that define theory of disruption is governed by its ability of use a “disruptive" strategy to overturn the existing dominant processes in the products or the feeling of status quo in the market. Now let's analyze ROCK ON from this perspective. A failed director, Abhishek Kapoor trying to make movie about an entity called rock, which does not have any earlier parallels in the Hindi film, takes a director, Farhan Akhtar to play the lead role and horror of horrors asks him to croon the lead song as well. A perfect market disaster, but its success has proved that disruption leads the way for higher performance from the market. It has happened in the case of ROCK ON; as it has now raised the bar for the films to come that want to traverse an unbeaten path.
Another feature of disruption that it entails low costs, it is applicable in the case of ROCK ON, it was a film built on shoestring budget, but is now planning to swamp the market. It would be done by series of rock concerts all across the country, and according to reports the concerts have already sold out. Has it been heard before or done before in the history of the Hindi films, that music of the film is being re-played in the form of a rock concert.
Another key element of disruptive technologies is that they are in a minority and indeed the proponents and the lead players are indeed in a minority as far there product is concerned, aka ROCK ON. ROCK ON is trying to fill the role of a new direction to the Hindi cinema and it needs to be taken up from this point further.
It would indeed become a disruptive incident for the Hindi films, if it spawns more such efforts and more talented directors being given an opportunity to come in front of the cameras once again.
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