Description
This is document describes about report of BRM in effect of priacy
A Research Study on
“Effect of Piracy on Revenues of the Film Industry”
Course: Business Research Methods
GLOSSARY...................................................................3 CHAPTER 1 - INTRODUCTION TO THE STUDY..................4
Bollywood (Hindi: ???????) ...................................................................................4 The Problem - Film Piracy...................................................................................5 The Need for Research.......................................................................................6 Problem identification:........................................................................................7 Objective...........................................................................................................7 Variables............................................................................................................8 Hypotheses.......................................................................................................10
CHAPTER 2 – RESEARCH DESIGN.................................11
What is Marketing Research?...........................................................................11 Problem Identification.......................................................................................11 Research Objectives.........................................................................................11 Research Methodology.....................................................................................12 Data Collection.................................................................................................12 Designing the questionnaire.............................................................................12 Sampling Procedure..........................................................................................13 Data Tabulation and Analysis...........................................................................13
CHAPTER 3 - ANALYSIS OF DATA.................................15 CHAPTER 4 - CONCLUSIONS AND RECOMMENDATIONS. 22 APPENDIX A...............................................................25 APPENDIX B...............................................................27 BIBLIOGRAPHY...........................................................33
2
GLOSSARY
Copyright Legal concept that grants exclusive rights to the originator or holder to restrict the copying and use of an original, creative work, such as a novel, computer program, painting, photograph, film, musical composition or recording Infringement Infringement means violation of the law. A person found guilty of copyright infringement may face fines and/or imprisonment. Fair Use Fair use is the permitted use of a limited portion of a copyrighted work, generally for noncommercial use, such as classroom teaching. Download To receive information from another computer or from the Internet P2P network A peer-to-peer network is a computing technology in which one person can share a file with another—or thousands of others—without a middleman or server. The P2P network uploads the files so users can download and upload at will, often without paying a fee. Revenue Income or profits Upload To make information available to others on a computer network or the Internet
3
CHAPTER 1 - INTRODUCTION TO THE STUDY
Bollywood (Hindi: ??????? ) is the informal term popularly used for the Mumbai-based Hindi-language film industry (Hindi cinema) in India. The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the Indian film industry. Bollywood is the largest film producer in India and one of the largest in the world. The name is a portmanteau of Bombay (the former name for Mumbai) and Hollywood, the center of the American film industry. However, unlike Hollywood, Bollywood does not exist as a real physical place. Bollywood films are mostly musicals, and are expected to contain catchy music in the form of song-and-dance numbers woven into the script. A film's success often depends on the quality of such musical numbers. Indeed, a film's music is often released before the movie itself and helps increase the audience. Indian audiences expect full value for their money, with a good entertainer generally referred to as paisa vasool, (literally, "money's worth"). Songs and dances, love triangles, comedy and dare-devil thrills are all mixed up in a three-hour-long extravaganza with an intermission. Such movies are called masala films, after the Hindi word for a spice mixture. Like masalas, these movies are a mixture of many things such as action, comedy, romance etc. Most films have heroes who are able to fight off villains all by themselves. Melodrama and romance are common ingredients to Bollywood films. Bollywood plots have tended to be melodramatic. They frequently employ formulaic ingredients such as star-crossed lovers and angry parents, love triangles, family ties, sacrifice, corrupt politicians, kidnappers, conniving villains, courtesans with hearts of gold, long-lost relatives and siblings separated by fate, dramatic reversals of fortune, and convenient coincidences. Bollywood employs people from all parts of India. It attracts thousands of aspiring actors and actresses, all hoping for a break in the industry. Just as in Hollywood, very few succeed. Since many Bollywood films are shot abroad, many foreign extras are employed too.
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Bollywood films are multi-million dollar productions, with the most expensive productions costing up to 100 crores. As Western films and television gain wider distribution in India itself, there is increasing pressure for Bollywood films to attain the same production levels. The increasing accessibility to professional action and special effects, coupled with rising film budgets, has seen an explosion in the action and sci-fi genres. The Problem - Film Piracy Film piracy is the illegal copying and distribution of movies in print, videos, DVDs or electronic files. New developments in digital technology make server-based or peer-to-peer (P2P) file sharing on the Internet convenient and relatively fast. A negative consequence of this new technology, however, is online theft of copyrighted material. This lesson introduces students to the problem of film piracy, focusing specifically on Internet file sharing, especially P2P. Piracy is giving Bollywood film-makers sleepless nights. The Rs 3,000-crore Hindi film industry loses nearly Rs 1,000 crore annually to piracy, according to studies by the Television and Film Producers Guild of India and Yes Bank. The domestic home video market was the worst affected, losing Rs 490 crore to piracy in 2004, according to the Yes Bank report. This is a significant market for producers as it provides revenue long after a film’s release. Piracy involves copying the film in violation of intellectual property rights and reproducing it illegally for sale at cheap rates. Legislation to counter piracy in India includes the Cable Television Networks (Regulation) Act, 1995, and the Copyright Act, 1994. India is also a signatory to the Berne Convention for the Protection of Literary and Artistic Works and the Universal Copyright Convention.
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The Need for Research Piracy is one of the most challenging problems faced by the movie industry. It is estimated that the revenue losses caused by piracy are considerable and it is detrimental to the proper functioning of the industry. Since pirated products are, by definition, substitutes in the economic sense for lawfully marketed goods which they imitate, the divergences in the cost base for illegal operators will also give rise to differences in the conditions of competition for the lawful operators. The producers of pirate goods save the development costs and the marketing costs of legitimate traders. Their free-riding enables them to capture an increasing share of the market, thereby producing distortions in the conditions of competition and to diversions of the natural business flows of legal goods. The phenomena of piracy thus lead to the loss of turnover and market shares by legitimate businesses. The spread of pirated products leads to a prejudicial downgrading of the reputation and originality of the genuine products particularly when businesses gear their publicity to the quality of their products. This phenomenon also involves additional transaction costs for businesses (costs of protection, investigations, expert opinions and disputes) and in certain cases may even lead to tort actions against the de facto right holder of the products marketed by the counterfeiter or pirate where the proof of good faith is in doubt. However, some people differ in their views and suggest that piracy has no effect on the revenue generated by the movie industry as the consumer base for the piracy business is different. They insist that this consumer group would not go to theatre or buy a legal DVD if they could not have excess to the pirated product. Since not all consumers are willing to purchase or view pirated copies of movies, or have access to them, an interesting model could be built based on assessing the impact on revenues for different forms of piracy. The research paper investigates the variables related to piracy and movie revenue. The factors affecting the relationship between the various markets and the box office collection are studied.
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Problem identification: Management Dilemma ? Is piracy responsible for loss of revenue in the movie industry? Management Questions
? ?
What are the main causes of loss of revenues? What is the contribution of piracy towards the losses?
Research Questions
? ? ?
Why do people prefer watching movies at home? What are the different sources of piracy? Are the consumers aware of the adverse effects of piracy?
Objective The objective is to establish and examine the nature of the relationships among variables affecting the revenue of a movie industry. The focus of the paper will be on the piracy market. We examined how the availability of pirated products can drive theatre attendance to a lower value. Other interesting questions are how advancement in technology to leads to piracy and how convenient is that technology to consumers. Alternatively, could consumers be convinced that it is unfair to enjoy pirated versions of movies? With models of fairness and equity being reported in the consumer behaviour literature, interesting research questions can be raised in this domain as well.
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Variables
Dependent Variable
•
Revenue generated by the movie industry Our main objective is to determine the factors affecting the revenue generated by a movie so it is the dependent variable for the project.
Independent Variables
•
Ticket Sales Major part of revenue from a movie comes from the theatre’s tickets sales. Some part of the price of a ticket goes towards the entertainment cost and rest of it goes to the production house that owns the movie.
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•
DVD/VCDs Sales Production house of a movie releases DVD or VCD of a movie some time after the release of the movie in a theatre. Most of the time production house owns the copyright of it.
•
Internet Partner Tie-ups These days, production houses sometimes have tie ups with an Internet website for the electronic file of the movie. The website offers them some part of the revenue generated through it. The website charges the viewer for the movie. Most of the times, it also offers membership schemes.
•
Media and TV Rights Television channel and the production house sign an agreement for the rights of the transmission of the movie on the channel. The revenue is shared between the two parties based on the agreement.
Moderating Variables
•
Piracy Since piracy is the illegal copying and distribution of movies in print, videos, DVDs or electronic files it affects the revenue through the legal means of business. Variables ticket sales, DVDs/VCDs sales and internet tie ups got affected by the piracy business pirated products releases soon after the release of the movie and sometimes even before the release of the movie. This impacts the revenue of the movie.
•
Consumer Preference Consumer preferences also make an indirect impact on the revenue of a movie. If the economic condition of the nation is good and people have high purchasing power, they tend to spend more on entertainment. But if the economy is suffering forma recession, people try to get cheaper means of entertainment or avoid spending on it.
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Similarly in festive season or on some special occasion people spend more than they normally do.
•
Rising Ticket Prices Rising prices also affects the revenue. The relationship is not directly proportional as it seems since increase in ticket prices also results in less footfall in theatres.
Controlling Variable
•
Government laws Regarding Piracy In this research we have assumed that the government policy related to piracy continues to be the same. The piracy is illegal but the law is not very strict.
Hypotheses Based on the research paper titled “Profits Out of the Picture” and other literature (see references) the project assumes the hypotheses that there is a significant relationship between piracy and the revenue generated from the movie industry. Further it assumes that the piracy adversely affects the revenue. In other words, the revenue of the movie would be significantly lower because of the effect of moderating variable piracy.
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CHAPTER 2 – RESEARCH DESIGN
What is Marketing Research?
“Marketing Research is the function which links the consumer, the customer and public to the marketer through information, used to identify and define marketing opportunities & problems, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process” ………American Marketing Association
Problem Identification A research problem, in general, refers to some difficulty which a researcher experiences in the context of either a theoretical or practical situation and works to obtain a solution for the same. In the context of Piracy, some key problems are:
? ?
What are the main causes of loss of revenues? What is the contribution of piracy towards the losses?
Research Objectives The Key Research Objectives are:
? ? ?
To find out why people prefer watching movies at home To know the extent of use of different sources of piracy To find the consumer awareness level regarding the adverse effects of piracy
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Research Methodology The research methodology has been designed keeping research objectives under consideration. The research methodology aims to measure the dependency between piracy and revenues of the film industry.
Data Collection The Exploratory Phase An exploratory primary research was conducted on 10 respondents. All of them were regular movie watchers. These respondents were personally interviewed by us on various aspects which were aligned with the research objectives. No questionnaire was used for this and it was a general interview regarding movie industry revenues and the factors affecting them. Key findings
? Watching movies is a popular pastime ? People prefer watching movies at home these days ? P2P and Internet downloading/streaming are the 2 major sources of piracy ? Majority of the people involved in piracy are aware of its effects
Designing the questionnaire The respondents were asked to fill the questionnaire in an online survey. The questions were designed in such a way so as to align them with the research objectives. What Information is needed? We have made an attempt to know the preferences of the respondents regarding movies and how much they are willing to spend on it. Further an attempt was made to find out the reasons for piracy and check the awareness levels of the respondents.
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What was the content of the Individual questions? ? Some general questions about the respondent’s background ? Only questions those were necessary to draw inferences and conclusions ? Questions where we knew the respondent would have true information ? Questions which were within the respondents experience ? Questions which would be easy to understand and interpret for the respondent. What was the wording of the questions? It was endeavored for the questions to be ? Simple ? Unambiguous ? Specific ? Mix of positive and negative statements to measure attitude.
Sampling Procedure Target customer group: This study was aimed at people who watch movies regularly. The main target was users who preferred pirated goods over original ones, to know the reasons for their preference. The target sample size was taken as 200. We managed to get 188 responses from our online survey.
Data Tabulation and Analysis Data obtained from the questionnaires was summarized in single and cross tabular form. The tables were designed in such a way that cross variant analysis of two different variables was possible. To ascertain relationship between two variables, Chi-square test was used. (The chi-square test is one of the most widely used methods in research. It is useful because, under reasonable assumptions, easily calculated quantities can be used to prove relationship between two variables)
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The data tabulation and analysis went through two tier checks to avoid data entry errors. Microsoft Excel spread sheets were used for the same. The program had inbuilt tools to calculate various statistical variables, that are widely used for simple calculations.
Limitations
1. The sample primarily consists of students i.e. the non-earning group. The other group
may not share the same preferences and hence we cannot generalize the results across all groups.
2. The questionnaires were distributed as per convenience of researchers (Convenience
sampling). Therefore, researcher are not sure of the extent to which sample represents the population. 3. The research was carried out by students of post-graduate management program and they do not have any prior experience of carrying out market research
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CHAPTER 3 - ANALYSIS OF DATA
In all 188 people responded to this survey. 112 of them were male and 76 female. Looking further, 41 were teenagers, 124 were aged 20 to 30 while the remaining 23 were above 30 years of age. 118 of the respondents were students while 70 were from the working class. ? Favorite pastime activity On being asked about their favorite pastime activities, 69.7% people voted for watching movies, with only sleeping/relaxing being more popular. 71.4% of the males and 67.1% of the females voted for this option, which shows that watching movies is a popular pastime activity. Interestingly, 86.4% students chose this option as compared to 51% of the working category.
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? Theatre visits per month 54% of the users visit the theatre once a month or not at all, implying that 46% of the users enjoy regular visits to the theatre. It is also seen that females are more frequent visitors to the theatre than men (37.5% to 57.9%). 52.5% of students visit the theatre regularly, compared to the overall figure of 46%.
? Mode of watching movies at home Although 73% people prefer watching movies on TV, an astonishing 62.2% download it from P2P file sharing networks while 28.7% don’t hesitate to buy a pirated copy. Only 15.4% actually buy the original DVD, while 44.2% download it from the Internet.
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? Movies watched at home per month 74% people watched 2 or more movies per month at home, as compared to 46% theatre visitors. 82% of males and 63% of females are regular home movie watchers, compared to 37.5% and 59% for regular theatre visitors.
? Reasons for watching movies at home 56% of the respondents voted for time constraints as the primary reason for watching movies at home, while convenience being another major factor. But 26.3% of students feel money is a major factor, as compared to just 8.5% of the working class.
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? Switching from regular theatre visitor to home viewer 36% of respondents have switched from regular theatre visitors to home viewers. 32.9% of the earning class and 38.1% of students come under this category.
? Downloading movies from Internet 44% of the people said that they download movies from the Internet, while another 36% said they intended to start downloading soon. 54% of the students used the Internet downloading/streaming facility.
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In fact, 56% of the respondents are not even aware of the existence of official Internet movie download partners.
Among the respondents, an astonishing 75% said they would prefer to download a pirated version from any torrent or streaming website. Only 25% would like to pay for watching the movie.
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? Awareness among the consumers 62% of the users agree than downloading pirated movies from Internet or P2P is a serious offence, along with the above figure shows that the people prefer pirated versions over the original version.
Along with this, 69% users also feel that it is not acceptable to download a movie that hasn’t released yet.
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When questioned about the effect of piracy on film industry, the results showed that a majority of the people (64%) know that piracy affects revenues of the film industry on a large scale.
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CHAPTER 4 - CONCLUSIONS AND RECOMMENDATIONS
The findings of the research and the suggestions based on the same are enumerated below. These suggestions can be considered by the industry to fight against piracy. Piracy is a growing global epidemic and the proportions of the menace has reached such critical levels that the very existence of global entertainment is at stake. On one hand is the movie theatre, where a trip for a family of four can set them back by between Rs 500 and Rs 1,000, on the other is the promise of a pirated DVD, which costs less than Rs 100 and may have four films copied on to it. In times like this when job and salary cuts are a clear and present danger, the choice is obvious. Moreover, the recent terror attacks on the city have left Mumbaikars scared and apprehensive about going out, especially in the evening. Another feeling echoed by movie goers is –“I cannot waste three hours watching a film that is not good; only about 5% of them are worth watching. I prefer buying DVDs and watching them at home at my convenience. Besides, why should I spend about Rs 200 for one movie ticket when I get to see four films for half that price? I really don't care if I am accused of encouraging piracy.'' Research shows that at least 36% of regular theatre-goers have shifted to the pirated DVD market. Many states south of the Deccan have seen the governments put a ceiling on ticket prices. Film producers want rates to come down further because high amounts affect collection. Association of Motion Picture and Television Programme Producers agrees that there should be ceiling on ticket prices. The vice President can be quoted- "Theatre owners should reduce ticket prices so that more people come to the halls. We, as an association, cannot do anything about it. It has to come from the government. Ticket prices are very high, especially during the weekend, when it even touches Rs 300. The average middleclass family cannot afford this.'' Cinegoers feel that if the shows can be priced at Rs.70 for the morning shows, they can easily reduce prices for the other shows. Pirated DVDs used to be camera prints but now copies are made from the master prints, so film watchers have no complaint about the quality. The price of a ticket is one of the biggest factors discouraging consumers from going to
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cinema halls. Former anti-piracy cell T-Series head M M Sathish said "You can carry a three-hour film on your pen-drive or a CD and download it from anywhere in the world. No one will check your pen-drive or laptop at the airport for pirated movies.'' Most of the pirated DVDs of low-budget films hit the market on the day of the release; sometimes they are there a day before the film releases in theatres. But, in case of big films with big actors, DVDs generally hit the market over the weekend, by when the films have collected enough money. All this makes the middle class consumer feel much convenient buying a pirated DVD rather than spending a hefty amount for a 3-hr experience. Research shows that 36% of consumers are likely to shift to pirated versions in the near future. Another factor to consider here is that most people know what they are doing is illegal. For instance, 69% of the consumers thought that it isn’t acceptable to download a movie before its release while 64% agreed that piracy has a huge impact on the revenues of the film industry. On the other hand, 56% of them are not aware of the existence of official Internet movie download partners while 62% of them don’t think downloading movies illegally from the Internet is a serious offence. Based on the above observations, the industry needs to take a couple of steps in order to tackle the menace of piracy. Some recommendations on behalf of the survey are:•
Releasing home videos is a way of dealing with the piracy problems that is
plaguing the film industry. Film-maker Prakash Jha, who’s Gangaajal VCD was released just 42 days after it was released, said, "Despite the film being a hit, we've been affected badly by piracy. Launching authentic VCDs is the only way to retrieve what otherwise would get killed because of the piracy problem."
•
Use of tamper-proof holograms in their products to help the consumers and
enforcement agencies differentiate between original and fake products. The new initiative would not only help the enforcement agencies but also the consumers in identifying original CDs and cassettes.
•
P2P Disaggregator (P2PD) technology protects any network from the
complicated threats of contaminated P2P networks. If installed properly in all networks this can bring P2P piracy to a complete end.
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•
Straight To DVD – Another solution to piracy is releasing movies in DVD’s
on the same day as theatrical release. This will take down pirated DVD sales as a large no. of movie goers buy pirated DVD’s as they are unable to enjoy the latest movies at home.
•
Piracy tracking for DVDs – Disney’s Cinea provides a solution which
includes the S-VIEW(TM) DVD player and encryption technology to safeguard content. All copies of DVD’s made with this solution contain an encrypted key and thus the DVD’s can only be played in Cinea’s DVD player. One drawback of this solution is that all users need to have the player with them.
•
Sterile Burning – Sony has come up with a solution by UK based
First4Internet which allows consumers to make limited copies of protected discs, but blocks users from making copies of the copies.
•
Digital Rights Management - (DRM)-protected files sold through online
retailers like iTunes, Napster and others offer burning of tracks into unprotected WAV files. Those burned CDs can then be ripped back onto a personal computer minus a DRM wrapper and converted into MP3 files. Under the new solution, tracks ripped and burned from a copy-protected disc are copied to a blank CD in Microsoft's Windows Media Audio format. The DRM embedded on the discs bars the burned CD from being copied.
•
VidAPD (Video is Asset; Prevent illegal Disc) - The solution aims at
protecting a feature film fully from being copied illegally through telecine, casual camera shoot and similar methods. The solution, it is claimed, will ensure that no pirated copy is ever taken out of either the negative or positive through any method. (Details in Appendix A )
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APPENDIX A
A Chennai-based has found a solution to video piracy, which hurts the financial viability of the film industry. Lambent Softsystems Private Ltd., a software consultancy outfit has achieved a technology breakthrough in curbing the menace. The solution aims at protecting a feature film fully from being copied illegally through telecine, casual camera shoot and similar methods. The solution, it is claimed, will ensure that no pirated copy is ever taken out of either the negative or positive through any method. The technology is christened `VidAPD' (Video is Asset; Prevent illegal Disc). Film piracy is mostly done in two ways — telecine and camera copy. Telecine is where the spool of the film roll is illegally taken out for a while and moved into the telecine equipment, which converts the entire movie into a video image. This is later copied into a DVD or a set of VCD discs. Under the `camera copy' method, the film is copied by taking an open shoot through a handycam or video camera inside a cinema hall when the movie is on. The proposed solution splits the film content into two — one as part of the celluloid film and the other as digital image frames to be projected through a digital projector. While the celluloid film is beamed through the existing analog projector, the digital frame images are projected through a high-resolution projector box having Liquid Crystal Display or Digital Light Processing or other advanced video panel technology with over 4000 lumens brightness. The digital frames are made by a high-resolution frame scan of the original negative coupled with colouring and grading to match the film positive quality. Select scenes are pulled out of the negative and are kept missing digital frames, which shall be interlaced in the theatre. The interlacing happens by identifying the missing frame images in the film using a frame identification sensor. These two forms of projectors alternate between themselves to ensure that the movie is properly screened without any jump in audio or visual output.
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Digital frames will be encoded and encrypted. These are kept in the form of Digital Versatile Discs. These are distributed along with the film rolls to each cinema hall. Further, the screen back is kept with special equipment emitting Infrared light rays. As a consequence, the image projected on the screen is distorted for video camera and other digital handy-cams. The audience, however, views the film normally because infrared rays are invisible to human eyes. A digital still camera fixed at the projector box records the picture at regular frequencies to figure out if the picture is a distorted one due to the equipment at the back. If the lights are off by chance, it will make the digital projector automatically switch off. This way, the movie should necessarily be screened with the light equipment switched `on' at the back, while the movie is projected using the analog and digital projectors interlacing the movie content. The film negative is made by the interlacing technique to remove select scenes and keep blank frames instead. Film positive is made normally using this interlaced negative and the entire sound track stays on the film roll itself as usual. The software solution will require every theatre to make a one-time investment to install equipment, which facilitates it to run the film in the new method. The producer may have to pay for the special processing of the film as well for each movie produced and for every such print made. The one-time investment for the theatre is estimated at around Rs. 5 lakhs on an average. The producer may have to invest for every movie around Rs. 15,000 a print additionally.
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APPENDIX B
Questionnaire Dear Sir/Madam, We are MBA students of NMIMS and are conducting a survey on effects of piracy on the revenues of the film industry. We solicit your kind cooperation and request you to answer the following questions. Thank You.
Section I – Personal Information 1>Name 2>Age • • • Gender • • Male Female
4>Income • • • • 40k Student
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•
Businessman
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5>Education • • • • School Undergraduate Graduate Postgraduate
6>Marital Status • • • Single Married Divorced/Other
Section II – The Survey 1> How do you spend leisure time? (Tick all that apply) • • • • • • Reading Watching movies Sports Relax Shopping Surfing
2> How often you visit theatre to watch movies? • • • 0-1 times a month 2-4 times a month more than 4 times a month
3> How you watch movies at home? (Tick all that apply)
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• • • • •
TV premiere Rent/buy original DVD Download/streaming from Internet Download from P2P Buy pirated DVD
4> How often do you watch movies at home/on PC/on laptop? • • • Once a month 2-4 times a month more than 4 times a month
5> What is the primary reason for watching movies at home? • • • • Convenience Time constraints Money constraints Don’t enjoy at theatre
6> Have you switched from regular theatre visitor to home viewer? • • • Yes No Were not a regular theatre visitor
7> Do you download movies from Internet? • • Yes No
If no, do you intend to start?
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• •
Yes No
8> From where will you download a movie? • • Authentic partner after paying the premium charges Pirated version from any torrent/streaming website
9> Are you aware of the existence of official Internet movie download partners? • • Yes No
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10> Do you think downloading movies from Internet/P2P is a serious offence? • • Yes No
11> Is it acceptable to download a movie before its release? • • Yes No
12> To what extent does piracy affect revenues of film industry? • • • • No impact Low Moderate High impact
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BIBLIOGRAPHY
www.sauder.ubc.ca/FacultyResearch2/Research/Documents/Weinberg/2489profi tsoutofthepicture.pdf accessed on 19th Nov 2008.http://www.dnaindia.com/report.asp?NewsID=1013218 accesses on 21st Nov 2008. www.storyofmovies.org/pdfs/film_piracy_teachers_guide.pdf accessed on 19th Nov 2008.http://www.hinduonnet.com/thehindu/2003/11/06/stories/2003110602120500.ht m accessed on 12th Nov 2008.
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doc_909698694.doc
This is document describes about report of BRM in effect of priacy
A Research Study on
“Effect of Piracy on Revenues of the Film Industry”
Course: Business Research Methods
GLOSSARY...................................................................3 CHAPTER 1 - INTRODUCTION TO THE STUDY..................4
Bollywood (Hindi: ???????) ...................................................................................4 The Problem - Film Piracy...................................................................................5 The Need for Research.......................................................................................6 Problem identification:........................................................................................7 Objective...........................................................................................................7 Variables............................................................................................................8 Hypotheses.......................................................................................................10
CHAPTER 2 – RESEARCH DESIGN.................................11
What is Marketing Research?...........................................................................11 Problem Identification.......................................................................................11 Research Objectives.........................................................................................11 Research Methodology.....................................................................................12 Data Collection.................................................................................................12 Designing the questionnaire.............................................................................12 Sampling Procedure..........................................................................................13 Data Tabulation and Analysis...........................................................................13
CHAPTER 3 - ANALYSIS OF DATA.................................15 CHAPTER 4 - CONCLUSIONS AND RECOMMENDATIONS. 22 APPENDIX A...............................................................25 APPENDIX B...............................................................27 BIBLIOGRAPHY...........................................................33
2
GLOSSARY
Copyright Legal concept that grants exclusive rights to the originator or holder to restrict the copying and use of an original, creative work, such as a novel, computer program, painting, photograph, film, musical composition or recording Infringement Infringement means violation of the law. A person found guilty of copyright infringement may face fines and/or imprisonment. Fair Use Fair use is the permitted use of a limited portion of a copyrighted work, generally for noncommercial use, such as classroom teaching. Download To receive information from another computer or from the Internet P2P network A peer-to-peer network is a computing technology in which one person can share a file with another—or thousands of others—without a middleman or server. The P2P network uploads the files so users can download and upload at will, often without paying a fee. Revenue Income or profits Upload To make information available to others on a computer network or the Internet
3
CHAPTER 1 - INTRODUCTION TO THE STUDY
Bollywood (Hindi: ??????? ) is the informal term popularly used for the Mumbai-based Hindi-language film industry (Hindi cinema) in India. The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the Indian film industry. Bollywood is the largest film producer in India and one of the largest in the world. The name is a portmanteau of Bombay (the former name for Mumbai) and Hollywood, the center of the American film industry. However, unlike Hollywood, Bollywood does not exist as a real physical place. Bollywood films are mostly musicals, and are expected to contain catchy music in the form of song-and-dance numbers woven into the script. A film's success often depends on the quality of such musical numbers. Indeed, a film's music is often released before the movie itself and helps increase the audience. Indian audiences expect full value for their money, with a good entertainer generally referred to as paisa vasool, (literally, "money's worth"). Songs and dances, love triangles, comedy and dare-devil thrills are all mixed up in a three-hour-long extravaganza with an intermission. Such movies are called masala films, after the Hindi word for a spice mixture. Like masalas, these movies are a mixture of many things such as action, comedy, romance etc. Most films have heroes who are able to fight off villains all by themselves. Melodrama and romance are common ingredients to Bollywood films. Bollywood plots have tended to be melodramatic. They frequently employ formulaic ingredients such as star-crossed lovers and angry parents, love triangles, family ties, sacrifice, corrupt politicians, kidnappers, conniving villains, courtesans with hearts of gold, long-lost relatives and siblings separated by fate, dramatic reversals of fortune, and convenient coincidences. Bollywood employs people from all parts of India. It attracts thousands of aspiring actors and actresses, all hoping for a break in the industry. Just as in Hollywood, very few succeed. Since many Bollywood films are shot abroad, many foreign extras are employed too.
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Bollywood films are multi-million dollar productions, with the most expensive productions costing up to 100 crores. As Western films and television gain wider distribution in India itself, there is increasing pressure for Bollywood films to attain the same production levels. The increasing accessibility to professional action and special effects, coupled with rising film budgets, has seen an explosion in the action and sci-fi genres. The Problem - Film Piracy Film piracy is the illegal copying and distribution of movies in print, videos, DVDs or electronic files. New developments in digital technology make server-based or peer-to-peer (P2P) file sharing on the Internet convenient and relatively fast. A negative consequence of this new technology, however, is online theft of copyrighted material. This lesson introduces students to the problem of film piracy, focusing specifically on Internet file sharing, especially P2P. Piracy is giving Bollywood film-makers sleepless nights. The Rs 3,000-crore Hindi film industry loses nearly Rs 1,000 crore annually to piracy, according to studies by the Television and Film Producers Guild of India and Yes Bank. The domestic home video market was the worst affected, losing Rs 490 crore to piracy in 2004, according to the Yes Bank report. This is a significant market for producers as it provides revenue long after a film’s release. Piracy involves copying the film in violation of intellectual property rights and reproducing it illegally for sale at cheap rates. Legislation to counter piracy in India includes the Cable Television Networks (Regulation) Act, 1995, and the Copyright Act, 1994. India is also a signatory to the Berne Convention for the Protection of Literary and Artistic Works and the Universal Copyright Convention.
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The Need for Research Piracy is one of the most challenging problems faced by the movie industry. It is estimated that the revenue losses caused by piracy are considerable and it is detrimental to the proper functioning of the industry. Since pirated products are, by definition, substitutes in the economic sense for lawfully marketed goods which they imitate, the divergences in the cost base for illegal operators will also give rise to differences in the conditions of competition for the lawful operators. The producers of pirate goods save the development costs and the marketing costs of legitimate traders. Their free-riding enables them to capture an increasing share of the market, thereby producing distortions in the conditions of competition and to diversions of the natural business flows of legal goods. The phenomena of piracy thus lead to the loss of turnover and market shares by legitimate businesses. The spread of pirated products leads to a prejudicial downgrading of the reputation and originality of the genuine products particularly when businesses gear their publicity to the quality of their products. This phenomenon also involves additional transaction costs for businesses (costs of protection, investigations, expert opinions and disputes) and in certain cases may even lead to tort actions against the de facto right holder of the products marketed by the counterfeiter or pirate where the proof of good faith is in doubt. However, some people differ in their views and suggest that piracy has no effect on the revenue generated by the movie industry as the consumer base for the piracy business is different. They insist that this consumer group would not go to theatre or buy a legal DVD if they could not have excess to the pirated product. Since not all consumers are willing to purchase or view pirated copies of movies, or have access to them, an interesting model could be built based on assessing the impact on revenues for different forms of piracy. The research paper investigates the variables related to piracy and movie revenue. The factors affecting the relationship between the various markets and the box office collection are studied.
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Problem identification: Management Dilemma ? Is piracy responsible for loss of revenue in the movie industry? Management Questions
? ?
What are the main causes of loss of revenues? What is the contribution of piracy towards the losses?
Research Questions
? ? ?
Why do people prefer watching movies at home? What are the different sources of piracy? Are the consumers aware of the adverse effects of piracy?
Objective The objective is to establish and examine the nature of the relationships among variables affecting the revenue of a movie industry. The focus of the paper will be on the piracy market. We examined how the availability of pirated products can drive theatre attendance to a lower value. Other interesting questions are how advancement in technology to leads to piracy and how convenient is that technology to consumers. Alternatively, could consumers be convinced that it is unfair to enjoy pirated versions of movies? With models of fairness and equity being reported in the consumer behaviour literature, interesting research questions can be raised in this domain as well.
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Variables
Dependent Variable
•
Revenue generated by the movie industry Our main objective is to determine the factors affecting the revenue generated by a movie so it is the dependent variable for the project.
Independent Variables
•
Ticket Sales Major part of revenue from a movie comes from the theatre’s tickets sales. Some part of the price of a ticket goes towards the entertainment cost and rest of it goes to the production house that owns the movie.
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•
DVD/VCDs Sales Production house of a movie releases DVD or VCD of a movie some time after the release of the movie in a theatre. Most of the time production house owns the copyright of it.
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Internet Partner Tie-ups These days, production houses sometimes have tie ups with an Internet website for the electronic file of the movie. The website offers them some part of the revenue generated through it. The website charges the viewer for the movie. Most of the times, it also offers membership schemes.
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Media and TV Rights Television channel and the production house sign an agreement for the rights of the transmission of the movie on the channel. The revenue is shared between the two parties based on the agreement.
Moderating Variables
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Piracy Since piracy is the illegal copying and distribution of movies in print, videos, DVDs or electronic files it affects the revenue through the legal means of business. Variables ticket sales, DVDs/VCDs sales and internet tie ups got affected by the piracy business pirated products releases soon after the release of the movie and sometimes even before the release of the movie. This impacts the revenue of the movie.
•
Consumer Preference Consumer preferences also make an indirect impact on the revenue of a movie. If the economic condition of the nation is good and people have high purchasing power, they tend to spend more on entertainment. But if the economy is suffering forma recession, people try to get cheaper means of entertainment or avoid spending on it.
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Similarly in festive season or on some special occasion people spend more than they normally do.
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Rising Ticket Prices Rising prices also affects the revenue. The relationship is not directly proportional as it seems since increase in ticket prices also results in less footfall in theatres.
Controlling Variable
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Government laws Regarding Piracy In this research we have assumed that the government policy related to piracy continues to be the same. The piracy is illegal but the law is not very strict.
Hypotheses Based on the research paper titled “Profits Out of the Picture” and other literature (see references) the project assumes the hypotheses that there is a significant relationship between piracy and the revenue generated from the movie industry. Further it assumes that the piracy adversely affects the revenue. In other words, the revenue of the movie would be significantly lower because of the effect of moderating variable piracy.
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CHAPTER 2 – RESEARCH DESIGN
What is Marketing Research?
“Marketing Research is the function which links the consumer, the customer and public to the marketer through information, used to identify and define marketing opportunities & problems, refine and evaluate marketing actions, monitor marketing performance and improve understanding of marketing as a process” ………American Marketing Association
Problem Identification A research problem, in general, refers to some difficulty which a researcher experiences in the context of either a theoretical or practical situation and works to obtain a solution for the same. In the context of Piracy, some key problems are:
? ?
What are the main causes of loss of revenues? What is the contribution of piracy towards the losses?
Research Objectives The Key Research Objectives are:
? ? ?
To find out why people prefer watching movies at home To know the extent of use of different sources of piracy To find the consumer awareness level regarding the adverse effects of piracy
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Research Methodology The research methodology has been designed keeping research objectives under consideration. The research methodology aims to measure the dependency between piracy and revenues of the film industry.
Data Collection The Exploratory Phase An exploratory primary research was conducted on 10 respondents. All of them were regular movie watchers. These respondents were personally interviewed by us on various aspects which were aligned with the research objectives. No questionnaire was used for this and it was a general interview regarding movie industry revenues and the factors affecting them. Key findings
? Watching movies is a popular pastime ? People prefer watching movies at home these days ? P2P and Internet downloading/streaming are the 2 major sources of piracy ? Majority of the people involved in piracy are aware of its effects
Designing the questionnaire The respondents were asked to fill the questionnaire in an online survey. The questions were designed in such a way so as to align them with the research objectives. What Information is needed? We have made an attempt to know the preferences of the respondents regarding movies and how much they are willing to spend on it. Further an attempt was made to find out the reasons for piracy and check the awareness levels of the respondents.
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What was the content of the Individual questions? ? Some general questions about the respondent’s background ? Only questions those were necessary to draw inferences and conclusions ? Questions where we knew the respondent would have true information ? Questions which were within the respondents experience ? Questions which would be easy to understand and interpret for the respondent. What was the wording of the questions? It was endeavored for the questions to be ? Simple ? Unambiguous ? Specific ? Mix of positive and negative statements to measure attitude.
Sampling Procedure Target customer group: This study was aimed at people who watch movies regularly. The main target was users who preferred pirated goods over original ones, to know the reasons for their preference. The target sample size was taken as 200. We managed to get 188 responses from our online survey.
Data Tabulation and Analysis Data obtained from the questionnaires was summarized in single and cross tabular form. The tables were designed in such a way that cross variant analysis of two different variables was possible. To ascertain relationship between two variables, Chi-square test was used. (The chi-square test is one of the most widely used methods in research. It is useful because, under reasonable assumptions, easily calculated quantities can be used to prove relationship between two variables)
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The data tabulation and analysis went through two tier checks to avoid data entry errors. Microsoft Excel spread sheets were used for the same. The program had inbuilt tools to calculate various statistical variables, that are widely used for simple calculations.
Limitations
1. The sample primarily consists of students i.e. the non-earning group. The other group
may not share the same preferences and hence we cannot generalize the results across all groups.
2. The questionnaires were distributed as per convenience of researchers (Convenience
sampling). Therefore, researcher are not sure of the extent to which sample represents the population. 3. The research was carried out by students of post-graduate management program and they do not have any prior experience of carrying out market research
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CHAPTER 3 - ANALYSIS OF DATA
In all 188 people responded to this survey. 112 of them were male and 76 female. Looking further, 41 were teenagers, 124 were aged 20 to 30 while the remaining 23 were above 30 years of age. 118 of the respondents were students while 70 were from the working class. ? Favorite pastime activity On being asked about their favorite pastime activities, 69.7% people voted for watching movies, with only sleeping/relaxing being more popular. 71.4% of the males and 67.1% of the females voted for this option, which shows that watching movies is a popular pastime activity. Interestingly, 86.4% students chose this option as compared to 51% of the working category.
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? Theatre visits per month 54% of the users visit the theatre once a month or not at all, implying that 46% of the users enjoy regular visits to the theatre. It is also seen that females are more frequent visitors to the theatre than men (37.5% to 57.9%). 52.5% of students visit the theatre regularly, compared to the overall figure of 46%.
? Mode of watching movies at home Although 73% people prefer watching movies on TV, an astonishing 62.2% download it from P2P file sharing networks while 28.7% don’t hesitate to buy a pirated copy. Only 15.4% actually buy the original DVD, while 44.2% download it from the Internet.
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? Movies watched at home per month 74% people watched 2 or more movies per month at home, as compared to 46% theatre visitors. 82% of males and 63% of females are regular home movie watchers, compared to 37.5% and 59% for regular theatre visitors.
? Reasons for watching movies at home 56% of the respondents voted for time constraints as the primary reason for watching movies at home, while convenience being another major factor. But 26.3% of students feel money is a major factor, as compared to just 8.5% of the working class.
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? Switching from regular theatre visitor to home viewer 36% of respondents have switched from regular theatre visitors to home viewers. 32.9% of the earning class and 38.1% of students come under this category.
? Downloading movies from Internet 44% of the people said that they download movies from the Internet, while another 36% said they intended to start downloading soon. 54% of the students used the Internet downloading/streaming facility.
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In fact, 56% of the respondents are not even aware of the existence of official Internet movie download partners.
Among the respondents, an astonishing 75% said they would prefer to download a pirated version from any torrent or streaming website. Only 25% would like to pay for watching the movie.
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? Awareness among the consumers 62% of the users agree than downloading pirated movies from Internet or P2P is a serious offence, along with the above figure shows that the people prefer pirated versions over the original version.
Along with this, 69% users also feel that it is not acceptable to download a movie that hasn’t released yet.
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When questioned about the effect of piracy on film industry, the results showed that a majority of the people (64%) know that piracy affects revenues of the film industry on a large scale.
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CHAPTER 4 - CONCLUSIONS AND RECOMMENDATIONS
The findings of the research and the suggestions based on the same are enumerated below. These suggestions can be considered by the industry to fight against piracy. Piracy is a growing global epidemic and the proportions of the menace has reached such critical levels that the very existence of global entertainment is at stake. On one hand is the movie theatre, where a trip for a family of four can set them back by between Rs 500 and Rs 1,000, on the other is the promise of a pirated DVD, which costs less than Rs 100 and may have four films copied on to it. In times like this when job and salary cuts are a clear and present danger, the choice is obvious. Moreover, the recent terror attacks on the city have left Mumbaikars scared and apprehensive about going out, especially in the evening. Another feeling echoed by movie goers is –“I cannot waste three hours watching a film that is not good; only about 5% of them are worth watching. I prefer buying DVDs and watching them at home at my convenience. Besides, why should I spend about Rs 200 for one movie ticket when I get to see four films for half that price? I really don't care if I am accused of encouraging piracy.'' Research shows that at least 36% of regular theatre-goers have shifted to the pirated DVD market. Many states south of the Deccan have seen the governments put a ceiling on ticket prices. Film producers want rates to come down further because high amounts affect collection. Association of Motion Picture and Television Programme Producers agrees that there should be ceiling on ticket prices. The vice President can be quoted- "Theatre owners should reduce ticket prices so that more people come to the halls. We, as an association, cannot do anything about it. It has to come from the government. Ticket prices are very high, especially during the weekend, when it even touches Rs 300. The average middleclass family cannot afford this.'' Cinegoers feel that if the shows can be priced at Rs.70 for the morning shows, they can easily reduce prices for the other shows. Pirated DVDs used to be camera prints but now copies are made from the master prints, so film watchers have no complaint about the quality. The price of a ticket is one of the biggest factors discouraging consumers from going to
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cinema halls. Former anti-piracy cell T-Series head M M Sathish said "You can carry a three-hour film on your pen-drive or a CD and download it from anywhere in the world. No one will check your pen-drive or laptop at the airport for pirated movies.'' Most of the pirated DVDs of low-budget films hit the market on the day of the release; sometimes they are there a day before the film releases in theatres. But, in case of big films with big actors, DVDs generally hit the market over the weekend, by when the films have collected enough money. All this makes the middle class consumer feel much convenient buying a pirated DVD rather than spending a hefty amount for a 3-hr experience. Research shows that 36% of consumers are likely to shift to pirated versions in the near future. Another factor to consider here is that most people know what they are doing is illegal. For instance, 69% of the consumers thought that it isn’t acceptable to download a movie before its release while 64% agreed that piracy has a huge impact on the revenues of the film industry. On the other hand, 56% of them are not aware of the existence of official Internet movie download partners while 62% of them don’t think downloading movies illegally from the Internet is a serious offence. Based on the above observations, the industry needs to take a couple of steps in order to tackle the menace of piracy. Some recommendations on behalf of the survey are:•
Releasing home videos is a way of dealing with the piracy problems that is
plaguing the film industry. Film-maker Prakash Jha, who’s Gangaajal VCD was released just 42 days after it was released, said, "Despite the film being a hit, we've been affected badly by piracy. Launching authentic VCDs is the only way to retrieve what otherwise would get killed because of the piracy problem."
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Use of tamper-proof holograms in their products to help the consumers and
enforcement agencies differentiate between original and fake products. The new initiative would not only help the enforcement agencies but also the consumers in identifying original CDs and cassettes.
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P2P Disaggregator (P2PD) technology protects any network from the
complicated threats of contaminated P2P networks. If installed properly in all networks this can bring P2P piracy to a complete end.
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Straight To DVD – Another solution to piracy is releasing movies in DVD’s
on the same day as theatrical release. This will take down pirated DVD sales as a large no. of movie goers buy pirated DVD’s as they are unable to enjoy the latest movies at home.
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Piracy tracking for DVDs – Disney’s Cinea provides a solution which
includes the S-VIEW(TM) DVD player and encryption technology to safeguard content. All copies of DVD’s made with this solution contain an encrypted key and thus the DVD’s can only be played in Cinea’s DVD player. One drawback of this solution is that all users need to have the player with them.
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Sterile Burning – Sony has come up with a solution by UK based
First4Internet which allows consumers to make limited copies of protected discs, but blocks users from making copies of the copies.
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Digital Rights Management - (DRM)-protected files sold through online
retailers like iTunes, Napster and others offer burning of tracks into unprotected WAV files. Those burned CDs can then be ripped back onto a personal computer minus a DRM wrapper and converted into MP3 files. Under the new solution, tracks ripped and burned from a copy-protected disc are copied to a blank CD in Microsoft's Windows Media Audio format. The DRM embedded on the discs bars the burned CD from being copied.
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VidAPD (Video is Asset; Prevent illegal Disc) - The solution aims at
protecting a feature film fully from being copied illegally through telecine, casual camera shoot and similar methods. The solution, it is claimed, will ensure that no pirated copy is ever taken out of either the negative or positive through any method. (Details in Appendix A )
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APPENDIX A
A Chennai-based has found a solution to video piracy, which hurts the financial viability of the film industry. Lambent Softsystems Private Ltd., a software consultancy outfit has achieved a technology breakthrough in curbing the menace. The solution aims at protecting a feature film fully from being copied illegally through telecine, casual camera shoot and similar methods. The solution, it is claimed, will ensure that no pirated copy is ever taken out of either the negative or positive through any method. The technology is christened `VidAPD' (Video is Asset; Prevent illegal Disc). Film piracy is mostly done in two ways — telecine and camera copy. Telecine is where the spool of the film roll is illegally taken out for a while and moved into the telecine equipment, which converts the entire movie into a video image. This is later copied into a DVD or a set of VCD discs. Under the `camera copy' method, the film is copied by taking an open shoot through a handycam or video camera inside a cinema hall when the movie is on. The proposed solution splits the film content into two — one as part of the celluloid film and the other as digital image frames to be projected through a digital projector. While the celluloid film is beamed through the existing analog projector, the digital frame images are projected through a high-resolution projector box having Liquid Crystal Display or Digital Light Processing or other advanced video panel technology with over 4000 lumens brightness. The digital frames are made by a high-resolution frame scan of the original negative coupled with colouring and grading to match the film positive quality. Select scenes are pulled out of the negative and are kept missing digital frames, which shall be interlaced in the theatre. The interlacing happens by identifying the missing frame images in the film using a frame identification sensor. These two forms of projectors alternate between themselves to ensure that the movie is properly screened without any jump in audio or visual output.
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Digital frames will be encoded and encrypted. These are kept in the form of Digital Versatile Discs. These are distributed along with the film rolls to each cinema hall. Further, the screen back is kept with special equipment emitting Infrared light rays. As a consequence, the image projected on the screen is distorted for video camera and other digital handy-cams. The audience, however, views the film normally because infrared rays are invisible to human eyes. A digital still camera fixed at the projector box records the picture at regular frequencies to figure out if the picture is a distorted one due to the equipment at the back. If the lights are off by chance, it will make the digital projector automatically switch off. This way, the movie should necessarily be screened with the light equipment switched `on' at the back, while the movie is projected using the analog and digital projectors interlacing the movie content. The film negative is made by the interlacing technique to remove select scenes and keep blank frames instead. Film positive is made normally using this interlaced negative and the entire sound track stays on the film roll itself as usual. The software solution will require every theatre to make a one-time investment to install equipment, which facilitates it to run the film in the new method. The producer may have to pay for the special processing of the film as well for each movie produced and for every such print made. The one-time investment for the theatre is estimated at around Rs. 5 lakhs on an average. The producer may have to invest for every movie around Rs. 15,000 a print additionally.
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APPENDIX B
Questionnaire Dear Sir/Madam, We are MBA students of NMIMS and are conducting a survey on effects of piracy on the revenues of the film industry. We solicit your kind cooperation and request you to answer the following questions. Thank You.
Section I – Personal Information 1>Name 2>Age • • • Gender • • Male Female
4>Income • • • • 40k Student
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•
Businessman
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5>Education • • • • School Undergraduate Graduate Postgraduate
6>Marital Status • • • Single Married Divorced/Other
Section II – The Survey 1> How do you spend leisure time? (Tick all that apply) • • • • • • Reading Watching movies Sports Relax Shopping Surfing
2> How often you visit theatre to watch movies? • • • 0-1 times a month 2-4 times a month more than 4 times a month
3> How you watch movies at home? (Tick all that apply)
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• • • • •
TV premiere Rent/buy original DVD Download/streaming from Internet Download from P2P Buy pirated DVD
4> How often do you watch movies at home/on PC/on laptop? • • • Once a month 2-4 times a month more than 4 times a month
5> What is the primary reason for watching movies at home? • • • • Convenience Time constraints Money constraints Don’t enjoy at theatre
6> Have you switched from regular theatre visitor to home viewer? • • • Yes No Were not a regular theatre visitor
7> Do you download movies from Internet? • • Yes No
If no, do you intend to start?
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• •
Yes No
8> From where will you download a movie? • • Authentic partner after paying the premium charges Pirated version from any torrent/streaming website
9> Are you aware of the existence of official Internet movie download partners? • • Yes No
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10> Do you think downloading movies from Internet/P2P is a serious offence? • • Yes No
11> Is it acceptable to download a movie before its release? • • Yes No
12> To what extent does piracy affect revenues of film industry? • • • • No impact Low Moderate High impact
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BIBLIOGRAPHY
www.sauder.ubc.ca/FacultyResearch2/Research/Documents/Weinberg/2489profi tsoutofthepicture.pdf accessed on 19th Nov 2008.http://www.dnaindia.com/report.asp?NewsID=1013218 accesses on 21st Nov 2008. www.storyofmovies.org/pdfs/film_piracy_teachers_guide.pdf accessed on 19th Nov 2008.http://www.hinduonnet.com/thehindu/2003/11/06/stories/2003110602120500.ht m accessed on 12th Nov 2008.
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