HT Image
HT Image

Bollywood awards mix glitz, glamour and global marketing

As Indian studios form partnerships in Hollywood and the competitive east Asian markets, industry experts say filmmakers are trying to balance Bollywood's individuality with the tastes of global audiences.
By HT Correspondent | AP, Bangkok
UPDATED ON JUN 19, 2008 05:12 PM IST

In this year's Bollywood film

Bombay to Bangkok

, an Indian man tries to woo a Thai woman even though they speak different languages.



That's much the plot of this weekend's "Bollywood Oscars," as the International Indian Film Academy holds its annual awards in Bangkok, hoping to bridge the cultural divide and expand its 2.3-billion-dollar industry.



As Indian studios form partnerships in Hollywood and the competitive east Asian markets, industry experts say filmmakers are trying to balance Bollywood's individuality with the tastes of global audiences.



"It's about how well do these Indians move out of their comfort zones and take some risks?" said Rajinder Dudrah, a scholar of Indian cinema at the University of Manchester.



"Bollywood is becoming internationally savvy and these potentially untapped audiences could transfer into box office returns."



With a population of about 1.1 billion and some of the world's lowest movie ticket prices, India already has the planet's largest film-going audience.



The Indian film industry grew 14 percent last year to 2.3 billion dollars, with international markets contributing nine percent. That's still a small fraction of what Hollywood earns, but PricewaterhouseCoopers estimates the Indian film industry's value will nearly double by 2012.



"Bollywood has undergone a change with a lot of big-budget, Hollywood-type movies with modern themes," said Amita Sarkar, director of the Federation of India Chambers of Commerce and Industry's entertainment division.



The keys to growth will be merchandising and international growth, Sarkar said.



Bollywood has long tried to reach beyond its borders. The International Indian Film Academy (IIFA) awards were launched in London in 2000 as an international marketing tool for A-list studios and talent.



After the first show, Hindi cinema ticket sales grew 35 percent in Britain over the following six months, according to the IIFA. The gala travels to a different city every year to increase exposure. In Bangkok, the awards are moving into a country that tends to prefer local films, Hollywood blockbusters, or Korean dramas.



At the Friday premier of

Sarkar Raj

-- a film filled with blood, shadows, deep drum beats but no dance routines -- actress Sophie Chaudhary said the awards show the world there's more to Bollywood than melodrama.



"Our films are changing. We've got films without songs, believe it or not, we've got thrillers, we've got drama, we've got really trendy films," Chaudhary said.



Despite the pomp this weekend, Indian films still struggle for international recognition -- only three have ever been nominated for a best foreign film Oscars, and they've never quite made it into the top tier at Cannes.



Still, some Indian choreographers are making headway in places like China, and studios are shooting films all over the world and breaking into Western genres.



A handful of deals trickling in from Hollywood companies like Fox Searchlight and Disney are generating a buzz.


UTV Motion Pictures is shooting its first solo Hollywood film,

Ex-terminators

, with stars Heather Graham and Jennifer Coolidge.



"It's seeing how far we can go. We don't really want to rush into it because we're still getting familiar with the mainstream audience," the company's CEO Siddharth Kapur said.



"What has maybe held us back is the length of our movies and our grammar -- the song and dance -- but if we change our style, we take away what makes us unique."



The structure of the industry also needs work, Dudrah said. The Indian government only officially recognised film as an industry in 2001, and studios are still shaking off the lingering red tape, taxes and rumours of black market financing.


Dudrah said the A-listers have adopted global standards, but independent producers need to boost efficiency and visibility.



"Indian cinema works almost in Caribbean time: 'Yeah, relax, we'll be casual. We'll fix that later,'" Dudrah said. "There's still a shoddiness that makes international producers ask if they want to be a part of this."

SHARE THIS ARTICLE ON
app
Close
Bigg Boss 14 Weekend Ka Vaar written update day 102: Salman Khan was angry at Sonali Phogat.(cOLORS)
Bigg Boss 14 Weekend Ka Vaar written update day 102: Salman Khan was angry at Sonali Phogat.(cOLORS)

Bigg Boss Weekend Ka Vaar day 102: Salman scolds Rakhi, Nikki, Abhinav, Sonali

PUBLISHED ON JAN 16, 2021 10:55 PM IST
Bigg Boss 14 Weekend Ka Vaar written update day 102: Salman Khan slammed Sonali Phogat for using abusive words and insulting food.
Close
Nimrat Kaur and Kangana Ranaut have tweeted about the Covid-19 vaccine getting administered in India.
Nimrat Kaur and Kangana Ranaut have tweeted about the Covid-19 vaccine getting administered in India.

Kangana Ranaut, Nimrat Kaur and other stars react to Covid-19 vaccination drive

ANI
UPDATED ON JAN 16, 2021 09:48 PM IST
Priyanka Chopra, Nimrat Kaur, Kangana Ranaut and Esha Deol have all reacted to the Covid-19 vaccination drive that was started in various places in the country on Saturday.
Close
Kareena Kapoor with her family at her new home.
Kareena Kapoor with her family at her new home.

Kareena Kapoor gives a peek inside her beautiful new home, fans are in awe

UPDATED ON JAN 16, 2021 09:53 PM IST
Kareena Kapoor has shared pictures from what looks like her new home in Mumbai. The photos give a look at her serene bedroom and a large terrace area.
Close
Deepika Padukone has shared a crazy new picture from a beauty treatment.
Deepika Padukone has shared a crazy new picture from a beauty treatment.

Deepika Padukone shares spooky pic in LED light mask. See here

UPDATED ON JAN 16, 2021 07:25 PM IST
Deepika Padukone has shared a photo from her skincare regime. She is seen with an LED light therapy mask, attempting to scare her followers.
Close
Zoya Akhtar has spoken about cyber bullying.
Zoya Akhtar has spoken about cyber bullying.

Zoya Akhtar: 'It is matter of time before virtual abuse seeps into real spaces'

PUBLISHED ON JAN 16, 2021 06:34 PM IST
Zoya Akhtar said many people do not have any fear of being held accountable and hence they go on to abuse anyone on social media platforms.
Close
Vikas Khanna has talked about Kangana Ranaut's criticism of the film industry.
Vikas Khanna has talked about Kangana Ranaut's criticism of the film industry.

Vikas Khanna sides with Kangana, says he's being told to pay for film reviews

PUBLISHED ON JAN 16, 2021 06:07 PM IST
Celebrity chef-turned-filmmaker Vikas Khanna has tweeted against film critics who he says are ones not letting outsiders have their chance at success and are threatening to destroy him.
Close
Olanokiotan Gbolabo Lucas starred in Fukrey.
Olanokiotan Gbolabo Lucas starred in Fukrey.

Fukrey actor Olanokiotan Gbolabo Lucas dies, Farhan Akhtar shares condolences

PUBLISHED ON JAN 16, 2021 05:08 PM IST
Farhan Akhtar has condoled the death of late Fukrey actor Olanokiotan Gbolabo Lucas.
Close
Salman Khan with Pista Dhakad.
Salman Khan with Pista Dhakad.

Bigg Boss talent manager Pista Dhakad dies, Asim and Himanshi mourn her death

PUBLISHED ON JAN 16, 2021 04:53 PM IST
Bigg Boss alumni Asim Riaz and Himanshi Khurana have mourned the death of the show's 24-year-old talent manager, Pista Dhakad.
Close
Richa Chadha learning to ride a bike for Madam Chief Minister.
Richa Chadha learning to ride a bike for Madam Chief Minister.

Watch how Richa Chadha learnt to ride a bike for Madam Chief Minister

PUBLISHED ON JAN 16, 2021 04:24 PM IST
Richa Chadha has shared a video from the making of her film Madam Chief Minister and can be seen learning to ride a bike.
Close
Nimisha Sajayan plays the lead in The Great Indian Kitchen.
Nimisha Sajayan plays the lead in The Great Indian Kitchen.

The Great Indian Kitchen movie review: A powerful film on patriarchy

By Haricharan Pudipeddi
UPDATED ON JAN 16, 2021 04:25 PM IST
The Great Indian Kitchen has to be the most powerful film on patriarchy in recent years and it makes for a very important watch. Its lead actor Nimisha Sajayan is unbelievably convincing.
Close
Athiya Shetty with KL Rahul.
Athiya Shetty with KL Rahul.

Athiya Shetty posts unseen pic with rumoured boyfriend KL Rahul, see here

PUBLISHED ON JAN 16, 2021 04:08 PM IST
Actor Athiya Shetty took part in an AMA session on Instagram and shared candid details of her personal life.
Close
Radhika Apte played Noor Inayat Khan in A Call To Spy. Frieda Pinto will now essay the character in a web series.
Radhika Apte played Noor Inayat Khan in A Call To Spy. Frieda Pinto will now essay the character in a web series.

After Radhika Apte, Freida Pinto to play spy Noor Inayat Khan in new series

PTI
PUBLISHED ON JAN 16, 2021 03:50 PM IST
Freida Pinto is all set to play World War II spy and princess Noor Inayat Khan in a new series based on book Spy Princess: The Life of Noor Inayat Khan.
Close
Shilpa Shetty's daughter Samisha is learning to walk these days.
Shilpa Shetty's daughter Samisha is learning to walk these days.

Raj Kundra shares video of daughter Samisha's new vehicle, mocks tabloids

PUBLISHED ON JAN 16, 2021 03:42 PM IST
Shilpa Shetty's husband Raj Kundra has shared a video of their 11-month-old daughter Samisha learning to walk with the help of a toy walker.
Close
Navya Naveli Nanda and Meezan Jaffrey are rumoured to be dating,
Navya Naveli Nanda and Meezan Jaffrey are rumoured to be dating,

Navya Naveli shares new pics, makes us wonder if Meezan Jaaferi clicked them

UPDATED ON JAN 16, 2021 03:37 PM IST
Navya Naveli Nanda took to Instagram on Saturday to share some new pictures from an outing. However, it was her exchange with Meezan Jaaferi in the comment section that begged attention.
Close
Disha Vakani became a household name with her performance as Dayaben.
Disha Vakani became a household name with her performance as Dayaben.

Nattu Kaka aka Ghanshyam misses Dayaben: 'We are all waiting for years now'

PUBLISHED ON JAN 16, 2021 03:34 PM IST
Actor Ghanshyam Nayak says it has been a long wait for Dayaben (made popular by Disha Vakani), and producers may think of a new Dayaben.
Close
SHARE
Story Saved
OPEN APP