In the 60’s cinema had started getting noticed and was gaining huge popularity by the Indian audience. The filmmakers were also catering to this audience very particularly keeping in mind their taste and preferences. Ticket prices were also reduced so that a common man can purchase it and for the elite better seats and facilities were provided on high priced tickets.
The commercial success of films triggered an emotional
aspect with the audiences and made people go crazy for their favorite actors
and actresses. India’s social life and culture was being put into cinemas as
example festivals like Holi, Diwali, Karvachaut etc. which created a bonding
among audiences. Seeing this rapid
growth global audience and markets became aware of Indian Film Industry.
To reach the audience in rural areas Cinemas were being put
up in a tent. These came to be known as tent cinema introduced by Swamikannu
Vincent in which a tent was erected on a stretch of open land close to a town
or village to screen the films. The first of its kind was established in
Madras, called "Edison's Grand Cinemamegaphone".
As the growth was happening, during World War II, Indian audiences
were being treated with masala films and that has been a successful ingredient for
Indian film. Masala films stands for all those commercial films which primarily
have songs, dance, romance, fight etc. An entertainment package which still
stands successful in today’s Indian film industry.
During the 1940s cinema in south India captured almost half
of India’s cinema halls. Cinema came to be known as a part of cultural revival.
After partition of India the assets were divided and number of studios went to
the neighboring country Pakistan.
After Indian independence the cinema of India was handled by
S.K. Patil Commission. S.K. Patil, head of the commission, viewed cinema in
India as a 'combination of art, industry, and showmanship' while noting its
commercial value. Patil set up of a Film Finance Corporation under the Ministry
of Finance. In 1960 the Film Finance Corporation came into being to provide
financial support to talented filmmakers throughout India.
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