Television

7 in 10 Indian movie buffs enjoy dubbed Hollywood films: Study

&flix and Nielsen conducted a pan-India study titled 'Hollywood is for everyone'.

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NEW DELHI: 70 per cent of Bollywood and regional movie fans enjoy watching dubbed versions of Hollywood films, a study by &flix and Nielsen has revealed. However, these viewers also face the problem of having limited options of movies in their preferred language. 

The study titled ‘Hollywood is for everyone' interviewed 1500+ movie lovers in metro and non-metro cities and analysed consumer preferences, attitudes and behaviours, giving an insight into the lifestyles and mindsets of movie buffs in India. The findings reveal how Hollywood blockbusters and heroes act as a gateway for viewers to unlock unlimited possibilities.

The study further revealed that nine in ten movie lovers watch both English and Hindi/regional movies. When it comes to entertainment quotient, 91 per cent viewers prefer Hollywood flicks, because they have better power-packed action sequences and special effects.

An interesting fact that came to light is movie lovers stating that television is their preferred choice to experience Hollywood. 88 per cent respondents claimed that Hollywood VFX and superhero stunts are better enjoyed on TV than smartphones.

The study highlighted how viewing habits have changed as a result of the pandemic – 82 per cent respondents stated that TV viewing came closest to the big screen experience amid the lockdown. Moreover, 81 per cent of movie lovers found Hollywood films to be a great way for family bonding during these tough times.

Movie buffs also demand instant gratification. As per the study, eight out of ten respondents expressed displeasure in waiting for months before their favourite Hollywood films are screened on Indian TV channels.

The study also pointed out key characteristics of Hollywood enthusiasts – they earn 1.5x more than Bollywood/regional movie admirers, have a stronger presence on social media, and are brand-conscious individuals who seek new experiences.  

ZEEL premium channels business head Kartik Mahadev said, "In the hyper-connected world we live in, Hollywood is closer to our homes and hearts now than ever before. Today, Hollywood movies aren’t just for the English-speaking audiences living in metros as we see movie enthusiasts in Bharat and India with the same level of passion and connectedness to the global fan following. This &flix study delves deeper into the mind of the movie fan and explores their culture that is fully immersed into the movie universe."

Drawing inspiration from the findings, Zee has recently announced a pan-network property 'Ticket to Hollywood' that brings the latest Hollywood movies in dubbed languages across Zee's leading movie channels.

Zee chief consumer officer Prathyusha Agarwal said, "At Zee, we have always recognized the diversity of the cultures and people that exist within India. The findings from the &flix consumer study are proof that Hollywood aficionados are spread across the 'many Bharats' today. They seek new experiences and have their finger on the pulse of the latest trends. By offering a 'Ticket to Hollywood' to these passionate fans, we at &flix continue to win in the many Bharats that coexist."

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