Mumbai: Nearly half of all films made this year “will not release”, according to Ronnie Screwvala, chairman of UTV Software Communications Ltd, who was speaking at the annual Ficci Frames entertainment convention.
The industry veteran, who predicted that “between 30% and 40% of movies will not release” in 2009 due to the costs of marketing, told delegates at the conference that “the cost of branding is as much as the cost of making a film”.