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And the film makers this year had a lot to say. The biggest blockbuster year of Indian cinema was ironically also its most independent, brave and alternative storytelling in recent times. 2006 was an important year for Hindi film industry. Omkara and rang de basanti cruised the fine line between new age and commercial experiential cinema. The common thread through Fanaa, Lage Raho and almost all the superhit films of 2006 was that the creators had something they wanted to say. What they said and sometimes how they said it touched a cord with the audience. They flocked to the theatres and the desire for change that some of these films stood for was rewarded with jingling at the tillers.

The commercial blockbusters like Krishh and Dhoom used Hollywood style effects and visual splendour. The spectacle was grander too. Over all the bar has been raised very high by the sheer diversity, form and intent of these films. 2007 better watch out.

Other dynamics of course cannot be ignored, Multiplexes though expensive are actually the cheapest way to take the wife and brats to an air-conditioned place where someone else does the job of keeping them occupied…and happy. There is the theory that a progressing economy always consumes entertainment at greater quantities. We love cinema, but there were other things that drove us to the theaters.

Re-enforcement of the creative properties being sold comes now in the form of Filmstars who've become models hawking brands in mini movies, also called ads. The style, image and identity all re-instill the filmi avatar of the actor. (javed jaffery in ketchup commercial playing his character from salaam namaste) The ‘Don' collection by Louie Phillipe wasthe most high profile of at least 6 other films that did fashion shows and launched clotheslines. (Umraoo Jaan, Baabul, Vivaha)

So where does this all go?

Is it going to get better?

Well, Yes and no.

2006 also marked the year when the seeds for alternative distribution systems were sown. The first internet premiere of a feature film on Rajshri.com (VIvaha) a movie portal, The first ever short film premiere on the Mobile (Ctrl + Alt+Del, by Fonethics.com on Reliance Mobile World.

Storytellers can now easily also be storysellers

Time magazine recently awarded the person of the year to the readers. A mirror and the legend You on the cover pointed to the invisible millions who made youtube, blogging, virtual avatars a huge hit. The millions who bought music from itune stores legally inspite of free availability of the track off a P2P network. If I like it I'm willing to pay for it. That is what the consumer was saying when ring tones, little snatches of popular songs, outsold traditional music industry in India.

Though this is still early days for the alternative distribution channels the decision and privilege of the customer to receive entertainment products anywhere anytime is clear.

Over the next three- five years a cottage industry of local distribution networks that run on user generated content is highly likely to spring up. Content thats not always high on production value but sincere in its intent.

The real winners though at the end of 5-8 years is going to be the bigger studios who survive. Consolidations and acquisition will swallow the smaller production houses and the bigger blockbuster will likely be available on the device of your choice, on the move or as an experience In a virtual environment. Expect Disneyland type of activity at the end of this cycle if not earlier.

India's diversity ensures that the ecosystem is large enough to support multiple kinds of media if distribution is not a problem. Traditionally the financial risk associated with releasing anything mildly alternative over expensive distribution channels has smothered independent voices. It will be possible to make money for this form though if digital disctribution systems are in place.

Craig??? At HT summit said that India should leverage its digital distribution systems to get over the infrastructure problems. For films the issue is not if?, it is when? Expect simultaneous releases of a film

UFO movies, Pyramid Samaira, Adlabs have all setup digital theaters and are acquiring screens at locomotive pace. The money saved on prints is the least of the benefits. Simultaneous release, good picture quality and DRM safety are of importance to any film.

Portability means purchase at the whim and the phone becomes an Always On gateway to music, images, audio-video; fun. The key here is the exponential growth of the Telecom sector and its all pervasiveness. Sumit Shaw, Writer, BBCwst mentioned “ the absence of basics like water and electricity but solid mobile users in the interiors of Bihar” while shooting a documentary there recently.

With voice revenues stabilizing the Telcos will likely emulate the NTTDoCoMo strategy and spawn ‘i-mode' style content marries service plus communication mutants.

PICO p a projection company unveiled a small projector this year that fits into a mobile and projects the screnn of the mobile over an area as large as a normal computer screen. Siemens has already unveiled prototype phones that can project images. It hopes to launch a full projection phone by 2008. The image will omprsie 256 million colours. Good enough to watch a movie.

What does this have to do with movie business? Well only the business is going to change, you, the audience is not going to change habits. Hindi cinema will continue to be the most sought after and bought content over any device or disrtribution channel .

The biggest gain will be of the film production companies that have libraries of copy owned content that they can farm out for revenue share. Bu tthats just the onitial wave then the demand pull kicks in. Hopefully the current lot will continue the fantastic work they're doing as storysellers as well. If they have their eyes on the future they'd be able to ride it for very big money, globally.

So come on Karan, Rakesh, Raju and Kunal, get a little bit of George and steven in your style.