ASIAN CINEMA AMID THE THROES OF RECESSION.

RECESSION .IT’S ONE BIG UGLY WORD.**** It’s this economic tsunami that is mercilessly crippling many thousands of industries and businesses all over the world now.It’s crunch time, the bubble has burst – and if you have contingency plans in your stead to weather this storm, then God bless you.If you’ve faithfully taken your mother’s advice “to save for a rainy day”, then you’re pretty much in safe hands.Because this smart belief is a good bailout, albeit a viable turnaround plan.An old friend once told me that “to live life happily does not require a lot, but I wouldn’t want to worry about money”.You need to hoard some spare cash away somewhere.It’s useful in a time like this.But what if you’re the type whose expenditure always exceed your earnings?Then woe betides you.Every lifestyle has a number.  What’s YOURS ?I have read reports from the USA that this one’s going to be one of the worst recessions ever.Maybe.Just be mentally prepared.AND WHAT of the ENTERTAINMENT industry?In the past, recessionary times used to spell good news for the movies.But times have changed.Let’s take a close look at the ASIAN FILM LANDSCAPE  amid the throes of RECESSION.No doubt about it, as far as film production is concerned, ASIA TINSEL TOWN  is going to tighten its belt in the face of this global economic meltdown.Firstly, it’s common sense that cinema goers prefer to hold on to their hard-earned cash.Secondly, corporate backers or investors will look for guaranteed returns for their money.As one of my producer friends has pointed out, you do not produce films to tank at the box office – and then have them converted into DVDs to sit pretty amongst your library collections.Movie making is a business and a damn risky one, at best, even during the good times.It’s a fact that many corporates had suffered huge losses and are reeling from the cash crunch now.Coupled with the recession, the practices of paying unjustified prices to A-lister stars and producers and of trading in films are likely to come to an end.According to marketers, the key factor for film makers to stay afloat in these times is to explore and focus on other inexpensive avenues to reach the mass audience.The focus will now shift to new technologies like mobiles, broadband networking, DVDs, watching television and videos on websites such as YouTube.com, playing online games, and the new entrant DTH.In the past, you didn’t have all this new technology and distractions for the simple movie goer.Well, circumstances are different.THE INTERNET IS FAST CHANGING THE SHAPE AND SIZE OF THINGS TO COME.And this phenomenon has assailed all forms of media in entertainment, information technology and advertising.ASIAN FILM MAKERS  seem to show vulnerability to RECESSION.The sum of it all is that consumers are more discerning and are likely to check out less expensive forms of entertainment now than ever before.Especially in the face of a global economic slowdown.AND THIS ONE IS FOR REAL.