Abstract: The purpose of the paper is to address the strategic
risk issues surrounding Hindi film distribution in Mumbai for a film
distributor, who acts as an entrepreneur when launching a product
(movie) in the market (film territory).The paper undertakes a
fundamental review of films and risk in the Hindi film industry and
applies Grounded Theory technique to understand the complex
phenomena of risk taking behavior of the film distributors (both
independent and studios) in Mumbai. Rich in-depth interviews with
distributors are coded to develop core categories through constant
comparison leading to conceptualization of the phenomena of
interest. This paper is a first-of-its-kind-attempt to understand risk
behavior of a distributor, which is akin to entrepreneurial risk
behavior under conditions of uncertainty.