“Your Film” – a leap toward co-creation in the film industry

Learning outcomes The case intends to help students understand the fundamentals and applications of co-creation as a business model in a traditionally exclusive industry; the operational and strategic challenges of involving large-scale public participation in creative projects; and the dynamics of balancing professional oversight with public influence in content creation. Students will gain insights into the benefits and potential pitfalls of audience-driven content, fostering critical thinking on the viability of co-creation in diverse industries. Case overview/synopsis Ram Gopal Varma, a renowned Indian filmmaker known for cult classics like Satya, had built a career on unconventional storytelling and cinematic disruption. In 2024, after revisiting Satya for the first time in nearly three decades, Varma experienced a moment of intense reflection on the integrity and direction of his more recent work. This prompted him to develop Your Film, a bold initiative aimed at democratizing the filmmaking process. Based in Hyderabad, India, Your Film proposed an audience-driven co-creation model, where viewers could vote on key aspects of script, cast, director and crew through a digital platform. The goal was to create films “by the people, for the people,” challenging long-held industry norms and repositioning the filmmaker as a facilitator rather than the sole creative authority. The case follows Varma as he evaluates whether to proceed with full audience control, adopt a hybrid model balancing participation and professional oversight or abandon the idea to protect narrative quality and production standards. Students will analyze the strategic, operational and creative implications of this decision, with a focus on co-creation, stakeholder engagement, digital platform design and innovation in India’s evolving entertainment sector. Complexity academic level This case study is suitable for use in MBA and BBA classes for teaching strategic management, marketing management and brand management; Media Studies and Film Industry professionals interested in audience engagement and participatory content creation; and students of Innovation and Entrepreneurship courses focusing on digital disruption in traditional industries, with an emphasis on co-creation, audience engagement and democratization in the entertainment industry. Supplementary material Teaching notes are available for educators only. Subject code CSS 8: Marketing.