Yash Raj films: Evolution of strategy

Abstract

The Hindi film industry (popularly referred as ‘Bollywood’) has been witnessing a transition since 2001 when the Government of India granted it “industry” status (IBEF Insight , 2013). While the movie production part of the industry has been dominated by few clans and their associates, the last couple of decades have seen various changes such as influx of foreign production houses as well. The statement by Mr. Aditya Chopra, as he geared up for the release of his fourth directorial venture, ‘Befikre’, points to the risks associated with succeeding in this creative industry. His statement also is also indicative of the pace of change in the industry—it requires even the well-established movie makers to constantly evolve and adapt so as to stay relevant. Further, the industry has also witnessed a reduction in the shelf life of movies over the years, increasing the risk associated with movies further. Amidst all these changes, the path that Aditya Chopra has taken for Yash Raj Films (henceforth “YRF”) necessitates a thorough strategic analysis.