Academy of Policy & Research

Changing Company Culture Requires a Movement, Not a Mandate Frame the issue in a way that stirs emotion.

Session: Cinema and Soap Roundtable

Topic: The symbiotic relationship between Aesthetics and Commerce in Cinema, Sitcom and Soap Opera

UK Time: 8 am to 9 am (UK Time) 27th September, 2020 (Sunday) (Duration 1 hour)

India Time: 1230 pm to 130 pm 27th September, 2020 (Sunday)

Bangladesh Time: India Time: 1 pm to 2 pm 27th September, 2020 (Sunday)

Australia Time: 5 pm to 630 pm

About the Session:

It is always an unresolved questions whether any audio visual form created needs to dominated by aesthetics or commercial consideration. As many would agree, a judicious balance between the two is the right recipe. Since commerce and aesthetics seem to be two different organisms, what possibly can denote a mutually beneficial relationship between two. In 2018, the global box office alone was worth $41.7 billion, when the box office and home entertainment revenue combined, the global film industry was worth $136 billion in the same year. Profitability of a film studio is crucially dependent on picking the right film projects and involving the right management and creative teams (cast, direction, visual design, score, photography, costume, set design, editing, and many additional specialties), but it also depends heavily on choosing the right scale and approach to film promotion, control over receipts through technologies such as digital rights management (DRM), sophisticated accounting practices, and management of ancillary revenue streams; in the extreme, for a major media franchise centered on film, the film might itself be only one large component of many large contributions to total franchise revenue. The roundtable aims to delves into this phenomenon little in detail.

Moot points for Discussion:

The roundtable will engage on a range of sub-topics such as following:

1. Evaluating the phenomenon such as success-related aspects of artistic excellence and commercial appeal, should the film success be measured by industry recognition (Oscars and other awards) or by market performance (box office and video rentals) or the evaluative judgments of reviewers and consumers (ratings of excellence) or on the level of buzz among these audience members (amount of attention, word of mouth, or click of mouse

2. Is it true that the reviewer-and-consumer evaluations and buzz respond differently to a film’s marketing clout (production budget, opening screens, and opening box office) and that these audience responses contribute independently to a film’s industry recognition and market performance along two separable paths?

3. Is ‘’balancing between commerce and aesthetics in cinema’’ the same as “balancing between art and entertainment’’?

4. 4. What is commercial aesthetic?

5. Art and commerce: how new media storytelling is bridging the gap

6. Every artist strives to create art that absolutely expresses the deeper part of themselves, and yet in doing so there is fear that the result may not resonate with the audience. Can marketing play the catalyst, to make it work?

7. Although it is difficult to conclude whether art and commerce is perfectly compatible or mutually exclusive, one thing is true, that the relationship between the two has not stayed constant throughout the history of art.



Format of the Session: (Duration 1 hour)

The Session moderator will introduce all the speakers including himself or herself. As some moot points prepared in advance and provided to the participants, the latter still can add their own through session moderator, this chosen methodology has identified the key topics the roundtable is to address. This Roundtable is an ideal format for networking and in-depth discussion on a particular topic involving 10 participants. When the session begins, the presenters offer their presentation to those seated at their table, though they may occasionally can address to their co-speakers. At the end of the session, the floor will be opened for the speakers to interact with live audience for 8 minutes on a Q & A.

Session Moderator: Susant Mishra and Eve Williamson

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