Corporatization and the Hindi ﬁlm industry
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.