TRANSMEDIA STORYTELLING OF HINDI CINEMA: A CASE STUDY OF YASH RAJ FILMS

Abstract

This study aims to explore the concept of transmedia storytelling in Hindi cinema, specifically in the film Ra.One (Anubhav Sinha) and the Dhoom series. Transmedia storytelling is the practice of telling a story across multiple media platforms, and it has become increasingly popular in today's culture due to technological advancement. These films were chosen for analysis because of their widespread popularity and extensive transmedia extensions, which make them prime examples of how Hindi cinema uses multi-platform storytelling. The research investigates how these films effectively employ transmedia techniques to tell stories suitable for multiple media channels. The study will employ textual and narrative analysis methodologies to delve into the transmedia elements employed in Ra.One and the Dhoom series. Additionally, the study will examine the economic logic of transmedia storytelling integrated into the studio business model of Hindi cinema, contributing to a deeper understanding of the relationship between media convergence, narrative techniques, and industry practices. This analysis aims to shed light on the strategic deployment of transmedia storytelling in Hindi cinema and its implications for audience engagement and industry dynamics.