To Investigate the Preferences of Audiences to Watch Gujarati Films

Abstract: Indian cinema has evolved into a diverse ecosystem encompassing various regional industries, including Bollywood, Tollywood, Kollywood, Mollywood, and Gollywood, and others, each contributing to the cultural tapestry of the nation. Hirsch (1972) observed that “Films or movies are cultural goods defined as ‘non-material goods’ directed at public consumers for whom they generally serve an aesthetic or expressive, rather than utilitarian function”. The objectives of the research are to explore key factors that shape audience preferences for Gujarati films over other films. And another one to investigate variations in audience preferences for Gujarati films that vary across the demographic groups, and the frequency of watching Gujarati films. The research paper aims to explore the nuanced dynamics of changing audience preferences in Gujarati films, examining the factors driving these shifts, the impact on filmmaking trends, and the implications for the industry's future. The changing audience preferences in Gujarati films have had a profound impact on filmmaking trends, influencing every aspect of the creative process, from scriptwriting and casting to production design and marketing strategies. Filmmakers are constantly innovating and adapting to meet the evolving demands of audiences, striving to strike a balance between artistic integrity and commercial viability.