ahmedabad the indian institute of managementahmedabad iima is working on a case study on blockbuster baahubali to highlight how art business and technology combined to deliver a hugely successful film franchise being authored by iima alumnus and visiting faculty bharathan kandaswamy the case study is part of an elective course on movie business offered to the second year students of the institutes flagship programme in management baahubali is a pathbreaking indian movie that combines art business and technology in a brilliant way most of the time films are creative and artistic but are not able to do good business sometimes the technology is not used effectively enough kandaswamy said at times the story is great but is not executed well and then sometimes we have mediocre stories that get a decent opening due to good marketing but the movie does not sustain due to the weak story he added in the case of baahubali the three elements of art technology and business have come together and that is the reason why the movie and its sequel have been successful he said he said his case study would focus on baahubali the beginning and its sequel baahubali the conclusion and would attempt to unravel its success mantra both the films were directed by ss rajamouli and earned over rs 1000 crore at the domestic and international box office kandaswamy who is associated with a south indian production house kavithalayaa productions which made films like mani ratnams roja and kamal haasan starrer ek duje ke liye is the brain behind an elective course called contemporary film industrybusiness perspective which was launched at the iima in 200809 the case study to be completed in another four months is part of a course that focusses on the business of the indian film industry starting from selection of scripts to the films hitting the screens kandaswamy said the course covers all aspects of a movie from selection of good script to its post production film financing how to raise funds how to deal with movies are covered there are also sessions on marketing distribution and promotion of films he said last year a chapter was added on how entities like amazon netflix and hotstar were causing digital disruption in the film industry he said the course has produced three case studies so far related to the film industry including one on the film roja and another on the success of rajinikanthstarrer muthu in overseas markets like japan ka pd bnm aar