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Film producers' new vertical of income: application based games on films
December 10, 2013 04:21:56 PM IST By Enkayaar, Glamsham Editorial
The increasing popularity of smart phones and its penetration in the countryside on a large scale has opened up a new vertical for the film makers, the genre of games associated with the films, which is being lapped up by the smart phone crazy public of the country. The popularity of the games application of KRRISH 3 is a pointer to the fact and its release simultaneously along with the film has added to the coffers for the filmmakers. The application based game of KRRISH 3 has already been downloaded more than 2 million times all over the world and has indeed opened up a new genre of innovative game based software in sync with the story line of the film.
KRRISH 3, DHOOM 3 and CHENNAI EXPRESS
For the year 2013 the most popular mobile games have been KRRISH 3, DHOOM 3 (even though the film has not yet been released), CHENNAI EXPRESS and RACE 2. For a country like India where it is estimated that there are more than 40 million Android based phones and more than 3 million I-phones, this genre of film based application downloads has already cornered more than 15% of the total game market estimated to be of the order of 1500 crores and go up to Rs. 4000 crores within 2-3 years as more and more Indian phone manufacturers come up with smart phones at affordable costs.
The popularity of the games are not relegated to hit films, but the popularity transcends to even the films of the likes of FUKREY, RA.ONE, ABCD (ANYBODY CAN DANCE), etc. Shahrukh Khan indeed would be proud of this development as the idea that he had professed through RA.ONE has become a reality and he already has a share in the pie in a big way.
While the world of Hindi film industry has not been that successful in creating a parallel genre of merchandizing associated with films, as it is in Hollywood, it seems to be catching up with alternate revenue models like gaming, with its counterparts in Hollywood. One of the most popular games in the video circuit is Vice City and there is a gut feeling in this writer that GUNDAY indeed has the potential to emerge as a veritable alternative to Vice City and continue the saga in the Indian settings. Hope somebody out there in the Yash Raj Films is working along those lines, after all, the banner has been at the forefront of innovation and this could also be the area where it could take the lead.