In what appears to be a growing trend, Bollywood is turning towards the largest (in terms of numbers) section of the Indian population - youngsters. Bollywood must believe that this move will help them explore the demographic for further talent.
The technology-savvy and financially independent section of the population often decide on the relative success or failure of Bollywood films and, for that additional reason, are becoming the main target of the industry. The recent launch of "Y-Films" - a production house - on April 1 (a subsidiary to "Yash Raj Films") and a declaration that said the new company was "'for the youth, by the youth" seems to mark just that.
So far, Y-Films has produced two films and introduced new faces on each occasion. The latest film, "Mujhse Fraandship Karoge?" released on Oct. 14 and features debutantes Saqib Saleem, Saba Azad, Nishant Dahiya and Tara D'Souza. Meanwhile, the spirit of the success of "Jaane Tu... Ya Jaane Na" (2008) is still lingering over Bollywood - the film marked Imran Khan's acting debut.
Here Are Some Reasons Why Bollywood is Becoming Youth-Centric
Youngsters in India are financially more independent than they have, probably, ever been. This is, in large part, due to the increasing literacy rates and opportunities for part-time jobs, while in school or college.
It shouldn't be a surprise that youngsters are, generally friendlier with technology. They operate mobile phones, computers and laptops with greater ease and if a particular song catches their ears, then chances are that the film will stand to make a significant amount of money from the enormous numbers of downloads.
Most films like the ones mentioned above generate a not too insignificant amount of money within the first few weeks of being released. Effectively, a well made film that appeals to the younger generation can make a significant amount of money very quickly. This, it could be, is because the younger crowd are generally quicker to judge a film.
Films centered on themes and ideas palatable to the younger generation could also have an ulterior motive - to ensure the survival of the industry itself. After all, how many young men and women will turn to acting if the films being made do not reflect the world or sentiments they are most familiar with?
"Jaane Tu... Ya Jaane Na" (2008), "I Hate Luv Storys (2010), "Isi Life Mein...!" (2010), "Love Sex Aur Dhokha" (2010), "F.A.L.T.U." (2011), "Luv Ka The End" (2011) and, most recently, "Mujhse Fraaandship Karoge".