Some of the changes are beginning to happen, albeit slowly. Going forward, this trend will continue, for the actors who are drawing the big ticket collections at the box office.įor the ones whose performances have not been able to match prices, there will be a realignment of fees and no share in the profits, as economics and recovery are open for all to see, know, understand and decipher,” says CEO, Dharma Productions, Apoorva Mehta. These stars are demanding not only a high price, but also a share in the profits as well a share in the IPR, which shows how astute they have become financially. But the caveat here is that the share comes only for those whose films are performing. How does such a system influence the dynamics of the trade? “Star power is here to stay. While it may just be a short list of predictable names, their movies comprise 70% of the annual collective box office collection. He plans for the long-term and is some one who can cut a deal sitting across the CEO of any company, corporate or studio.
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A star now knows how to monetise and leverage his or her glamour - be it for movies or endorsements, or even for supporting a cause. In the past decade, the pendulum has swung to the other extreme. Yesteryear superstars were just busy being stars, paying scant attention to commerce - an attitude that drove some into penury and others into debt. Very few films and directors could take on the glamour and star power of actors to earn their own stripes.Īs Indian cinema celebrates its centenary, the big thing it has to deal with, besides digitisation, is the ‘star system’. Nowhere else in the world does the star system rule the industry the way it does in India. After a studio recovers its money and commission, profits are once again shared with the actor according to the agreed terms, adds the person.īut, all said and done, our movies are about stars - be it Hindi or Tamil or Telugu.
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In fact, even when the actor produces and sells a movie to a studio, he adds his profitability to the sale price….,” says a senior industry analyst, who has worked on blockbusters films with a studio, on condition of anonymity.