Corporatization and the Hindi Film Industry

Authored by: Tejaswini Ganti

Routledge Handbook of Indian Cinemas

Print publication date:  April  2013
Online publication date:  April  2013

Print ISBN: 9780415677745
eBook ISBN: 9780203556054
Adobe ISBN: 9781136772849

10.4324/9780203556054.ch17

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Abstract

Army is the first corporate film of the film industry. Our goal at Neha-MAD Films is to provide structure and security to everyone in the unit from the technicians to the spot boys,’ stated Mukul Anand. In March 1996 I was attending the launch of United Music—a subsidiary of UTV, a television production company just beginning its foray into the Hindi film world—at the Leela Kempinski, a five-star hotel near Mumbai’s international airport. The event, attended by members of the Hindi film industry, encompassed a series of presentations about UTV, United Music and the Indian music industry, and the official release of the ‘teaser sampler’ of Army’s music.

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