IIPM, GURGAON
On beating Sholay and market forces...
A
three hour plus package when it was released in the theatres, about cricket, tax and colonialism – and still evoking interest after six years when the DVDs hit the stalls – that’s the magic of Lagaan.The package having Lagaan and Chale Chalo (the documentary on the making of Lagaan) combined, has crossed 2.5 lakh units, surpassing the DVD sales of Sholay. A lot of research has gone into the package that has a deftly-crafted wooden box with memorabilia inside like cards, a film strip and a whole lot for the connoisseur’s collection. This combined with contests for the consumers for that wee-bit of market push saw this feat achieved. The entire package is priced at Rs.1,999, the DVD and VCD separately costing Rs.399 and Rs.199, respectively.
Lagaan managing the DVD sales of this scale with these prices, brings us to the question of figures that can be reached after the (in)famous price-slash of Moser Baer. The prices slashed to 34 and 28 for DVD and VCD, respectively, has shaken the industry, let alone the competitors! With T-Series and Ultra following suit, the market is on the verge of a veritable purge!
All this taken, will the rentals of DVDs and VCDs surge? Who has truly felt the Indian consumer’s urge?
Edit Bureau: Srinivas Chetan
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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