group 9 wac ii final presentation

7/27/2019 Group 9 WAC II Final Presentation

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Hollywood in India : Protecting

Intellectual Property (A)

Khuman Vijay C

Korgaonkar Maitreyee

M Prasanna Kumar

Neha Hajela

Nitin Nagori

Phanindra Kumar J

Subhanan Sahoo

Group 9 Section F


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Case Facts

Bollywood industrylargest in the world , producing

over 1200 films and 4,20,000 people employed andselling 3 billion tickets.

Hollywood studios interested in tapping this vast

market Investment of over $100 million made in production

and distribution of films between 2007 and 2009

Major studios investing in India Sony Pictures

Walt Disney Pictures

Warner Brothers Studios

20thCentury Fox


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Problems faced by the Industry

Despite millions in investment , not muchof success

Hollywood studios not yet released anymajor hits

Lowerturnover

Unauthorized reproduction and distribution of movies

Controlling print theft challengingTheatres operatedas singlescreen, owner operated establishments

DVD Piracy a major cause of concern due to highprofit margins

Loss due to piracy estimated around $150 million forthe music industry and $180 for the film industry

Piracy

Use or close imitation of someones work without

obtaining rights

Many cases in the Bollywood industry like - Yeh Dillagi, Akele Hum Akele Tum , Kaante etc

Lack of stringent rules on Palagiarism

Plagiarism


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Copyright Laws in India

Problems Faced

Observer test done in order to testfor copyright violation

Lack of adequate number of judges

No clear laws for copyrights onlocalized adaptations ofinternational materials

Royalty payments denied formusicians and composers

Police unable to gauge whethercamcorder piracy was covered in the

Copyrights Act

Copyrights protected by Copyrights Act of

1957

Scope of Act broadened through various

amendments

1984Copyright made a

cognizable offense

1994extended protection to

software

Minimum punishment of copyright

imprisonment up to 6 months and fine of

$1000

Second and subsequent conviction

minimum imprisonment of 1 year andfine of $2000

Motion Picture Association of America

(MPAA) pushing for more stronger anti-

piracy laws


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Fox Star Studios

A Jointventure

between Asias

Star Televisionand 20th

Century Fox

Upcoming film My Name is

Khan investment of$22 million on

Globaldistribution

rights and $12million on

production ofthe movie

Issuesregarding

comparison ofthe movie

with ForrestGump

Problemsregarding

guarding ofthe movie

againstCopyright

infringementsand Piracyproblems

raging in thecountry

Should the

movie bereleasedlargely in

digital formator confined tothe traditionalanalog format

Should themovie be

released inlarge number

of prints


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Alternatives

Single Global release of the Movie

Release more digital prints

Go for measures to reduce online piracy

Sell the distribution rights to other company

Invest in Anti-piracy activities

Invest in newer technology

Fox star has to decide its strategy for the release of My Name is

Khan considering the prevalent piracy issues in India and find

effective means to protect its intellectual property


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Key Stake Holders

Fox Starstudios

TheatreOwners

Distributors

Movie Crew

Producers

Audience

Government


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Evaluation of alternatives This would reduce the incidence of camcorder piracy

It would maintain the interest in the movie amongcustomers across the globe

Single Global release of theMovie

This ensures in reducing incidence of piracy due to lossof prints

It would also put a tab on theatre owners to stop usingpirated reels

Release more Digital prints

This accounts for major piracy especially abroad Fox star could develop its own team to tackle internet

piracy or hire professional services

Go for measures to reduceonline piracy

This can help in mitigating the risk. However it wouldalso mean loss of revenue and hence a not an attractiveoption

Sell the distribution rights toother company

In the long run this will help in Fox stars interest and the

industry in generalInvest in Anti-piracy activities

This would help in reducing piracy and is also a long termoption for Fox StarInvest in newer technology


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Other Measures

Fox star should also investigate in to the allegations regarding the

similarity of the movie with Forrest Gump and try to solve the issue(Legal Implications)

It can reduce the DVD prices in order to tackle DVD piracy problems

Ensure the ease of availability of CD/DVD to the customers so thatthey dont resort to pirated versions

Fox star should monitor the theatre owners in order to prevent theftof reels or piracy


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Suggestions

Short Term

Go for single date global release

Release larger number of Digitalprints

Go for online piracy control

Long Term

Invest in anti-piracy activities

Invest in customer education Go for technological innovation


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IMPLEMENTATION PLAN


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Single global release of the movie

Phase 1 (Back Office Implementation)

1) Decide the countries of release

2) Decide the various languages of release within thecountry.

3) Estimate the number of prints needed in Indian andworldwide.

4) Estimate the domestic and international budget based onthe prints.

Phase 2 (On field Implementation)1) Collaborate and coordinate with different distributors.

2) Decide on the global release date.


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Single global release of the moviePhase I

Title of Phase: Back Office Implementation

Description of Phase: All the basic estimations about languages, countries, budgets are done here.

Deliverables Estimated Due

Date

Actual Completion Date

1. Decide the countries of release 04 January 2010 Date1

2. Decide the various languages of releasewithin the country. 06 January 2010 Date2

3. Estimate the number of prints needed in

Indian and worldwide.

09 January 2010 Date3

4. Estimate the domestic and international

budget based on the prints.

12 January 2010 Date4

BenefitsEstimated Level of Benefit Actual Level of Benefit

Gives the idea whether it makes logical to proceed

with worldwide single global release date.

Recommended Changes for Next Phase

Create strategies fro each geographic locations determined. Try to identify top players in the Piracy

control and security firms so as to hire a professional team.


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Single global release of the moviePhase II

Title of Phase: On field Implementation

Description of Phase: The field work needed to make a worldwide release are implemented.

Deliverables Estimated Due

Date

Actual Completion Date

1. Collaborate and coordinate with different

distributors.

20 January 2010 Must be on the same date

2. Hiring of Online anti-piracy professionals 08 February 2010 Date2

Benefits

Estimated Level of Benefit Actual Level of Benefit

NA NA

Recommended Changes for Next Phase


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Go for measures to reduce online

piracy and invest in anti-piracy activities

Fox star could develop its own team to tackle internet piracyor hire professional services

1) Create a team consisting of fox star studios, other productionhouses, police and professional services firms.

2) The team works in collaboration with the cyber crime division

and monitor the websites that host the pirated versions of themovies.

3) To help the team, invest in technologies similar to web spidersthat crawl over the internet to find the pirated versions of themovies.

Pressurize the government for stringent anti-piracy laws1) Lobbying with government to pass strict regulations on online

piracy.

2) Increase the severity of the punishments


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Invest in newer technology

Invest in read only DVD and Blu Ray technologies.

1) Invest and create a team and collaborate with DVD/Blu Ray manufacturingcompanies to develop read only techniques.

Invest in online piracy website detection software.1) Invest and create a team and collaborate with software companies like

TCS, Wipro to develop software which can detect websites which host

pirated copies.2) Once found hand over such cases to the cyber crime division of thestate.

Invest in technology that needs offline or online activation of theDVD/Blu Ray before playing the movie.

1) Burn software onto the DVD/Blu Ray which asks for authentication viainternet and runs only if validated by the website created specially tovalidate such genuine copies.

2) For users who do not have internet, burn a code onto every DVD/BluRayand then invest in a program that self authenticates the DVD/Blu Raybefore runnig the movie. The code should be protected in such a waythat it cannot be copied via image creation software.


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Release more digital prints

Create a marketing team which explains the theatre owners

about the benefits of shifting to digital technologies and alsooffering them discounts from the costs saved on creating a

digital print when compared to analog prints.


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Thank You!!!

group 9 wac ii final presentation

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