Everybody wants a share of the pie and if the pie is as big as Bollywood, nobody wants to be left out! So big corporate houses across the country are eyeing the Hindi film industry covetously. And thanks to them, the corporatisation of Bollywood isn't just a fancy term any more. But what has Bollywood to gain from the increasing interest being evinced by corporate houses?

Director Ken Ghosh feels that corporatisation of Bollywood will help improve professionalism in the industry, "Big producers in the industry are adopting the corporate culture, while corporate houses are taking on the role of producers. This process will definitely prove helpful in creating a thoroughly professional environment in the industry. It will help us to make better films with better utilisation of resources.

Agrees filmmaker Shyam Benegal, "The new corporate culture in Bollywood has already started benefiting people related to the industry. And not just the biz bigwigs, even actors, directors, lyricists and technical workers stand to gain from it by developing a professionally conducive environment in the industry," says Benegal.

That the corporatisation of Bollywood is a mutually beneficial arrangement for business houses and industrywallahs has everyone nodding in agreement, but trade analyst Taran Adarsh finds another plus there: "With increased interest in corporate ventures in Bollywood, the marketing of films overseas will get an impetus, what with better resources available to filmmakers and marketing strategists."

However, director Sanjay Gadhvi of Dhoom fame doesn't see the virtues of the corporatisation of Bollywood the way Benegal or Ghosh do. "I don't think that an increased interest from corporate houses will help in introducing professionalism in the industry. The only reason why business houses have shown an interest in movies is because of the big money involved in it. For them it's simply about investing more to earn even more. And investing a few crores is hardly an issue for these corporate biggies when they know they can easily multiply it in Bollywood," he says.

With the recent agreement between actor Hrithik Roshan and Anil Ambani-owned Adlabs making headlines (see the box), being the first of its kind in Bollywood, producer and director Rakesh Roshan says, "Corporatisation is nothing new for the industry. Initially, corporate houses were involved in film exhibition and distribution. Now they have entered filmmaking as well. This trend was already there in Hollywood and Bollywood has caught up with it.

But as far as the industry becoming more professional as a result of this corporatisation is concerned, I feel that it's already working in a professional manner," he says adding, "As a director, I have never faced any problem while shooting with the biggest stars of the industry. Now every actor has his/her own commitments due to which they cannot afford to work in anyway else but a professional manner."

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