chapter  17
14 Pages

Corporatization and the Hindi film industry

WithTejaswini Ganti

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 theunit from the technicians to the spot boys,’ statedMukulAnand. 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.