But will the forthcoming Bollywood releases follow in the footsteps of Ramleela to anticipate their fate at the box office? Kalra is optimistic that film makers will warm up to the idea of employing SSI to get rich paybacks from their movies. "We have been talking to a lot of people in the film industry. They are quite enthused about this approach. The scientific and analytics driven decision making can help them improve their films. With the information, film-makers can take a pause, re- edit some portions of the movie, arrive at decision on the distribution, craft a meaningful release strategy and develop a sharp focus on the target audience segment," Kalra said.
However, it remains to be seen if the dream weavers of Bollywood will combine the magic of cinema and cutting edge technology to set cash registers ringing at the box office.
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