What constitutes risk for a theatrical film distributor? Evidence from the Hindi film industry

Purpose This paper aims to examine the strategic issues of risk for independent theatrical film distributors in the Hindi film industry in India. Design/methodology/approach The study adopted qualitative grounded theory approach to explore contextually relevant strategic issues of risk for independent theatrical film distributors. Semi-structured in-depth interviews with Hindi film distributors helped to gain explorative insights about the risk behaviour of film distributors operating in Mumbai "circuit". Findings The findings suggest that risk faced by distributors is a function of product (film content) features, contractual terms, resources such as finance and strength of strategic alliances with the producers. The study develops a business risk model for the film distributors from a series of propositions. Originality/value The paper contributes to the literature on motion picture industry by highlighting the importance of distribution risk in the film value chain.