The Hindi movie industry, Bollywood, in Mumbai received a first medical negligence drama, Ankur Arora Murder Case (AAMC) that did not base on the fictional story. However, the film was unlike the other traditional movies that produced by many production houses as a routine song-and-dance fare, it received the expected results from the viewers. The project team, both internally and externally, encountered with some troubles due to particular limitations. The producer expected that he has a lucrative product, as he only has to tackle with these legal and marketing-specific issues. The management had devised an effective marketing communication plan for the movie launching to hit the emotions with the help of this sensitive story. But in the box-office the movie did not meet the desired expectations and the producer wondered whether the sources of finances for the project was good enough or whether it is needed to organize himself all the functions for future projects, including marketing and production. The author, Soumya Sarkar, has the association with Indian Institute of Management, Udaipur.
