gloabalization of bollywood

7/30/2019 Gloabalization of Bollywood

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What is Indian cinema???

Cinema, or motion picture, is the art of

moving images, avisual medium that tells

stories and exposes reality

The biggest single mistake that non-Indian

commentators(and some Indians) make is

to assume that Bollywood is the same thing

as Indian Cinema. Itisnt.


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Outline

History and facts of cinema

Genres and styles

Parallel CinemaMainstream Commercial (or) Masala Films

Relevance of music

Awards


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Few facts

Worlds largest film industry in terms of

number of films produced and the ticket size

Considered to be a major religion

Over 1000 films are produced every year in

more than 20 languages

14 million Indians go on daily basis Provides employment to nearly 6 million

people


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Continued..

Several film production, distribution andexhibition companies listed on stock markets.

New revenue streams business models

- Increasing disposable income

-movie on demand through pay television

- digitalization of film distribution

- Emergence of multiplexes

Indian filmmakers making films in English suchas Delhi Belly


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Size of Indian film industry

. The film industry stood at nearlyUS$2.0 billion in 2007.

It grew by ~12% to reach US$2.2billion in 2008

Negative growth over the last twoconsecutive years and stood ataround US$ 1.8 billion in 2010.this can be attributed to theclosing down of single screentheatre

In the first

half of 2011, fewer films werereleased due to the

World Cup and IPL 4

The industry is expected to growby ~9% p.a. till 2015 and reachnearly US$2.8 billion.


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Effect of globalization on Bollywood

Bollywood has been affected both directly and indirectlyby the globalization

The direct causes have been the

rise of alternate sources of

entertainment such as TV, Internet

Indirectly, the rise of a new middle

class, new jobs and the Indian

Diaspora abroad has created an audience whoseentertainment expectations have increased

The idea to globalize Indian's has evolved in the past 15years


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Four aspects of Globalization

In terms of movement of goods (i. e., movies) Indianmovie industry has a long history of presence in theinternational market.

Secondly, in terms of capital, the Indian Hindi movieindustry keeps receiving capital from abroad.

Thirdly, in terms of technology, the Indian Hindi movieindustry has therefore started with the import oftechnology from abroad.

Last but not least, India has made significant progressin terms more Hindi movie stars and other peopleworking on international movies.


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Influence of west on Bollywood

Globalization has led to the westernization of

Bollywood. As a result :-

loss of the distinguished Indian

culture in future.

Hindi films has distanced

reality from the films.

Disconnection between the content

of the films and the lives of the audiences.

gradual erosion of their rich and unique culture and

traditions of India.


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Influence of Indian Films on West

o The influence of Bollywood music

can also be seen in popular music

elsewhere in the world

o As Bollywood films became popular,Indian garments, accessories, footwear

made their way into mainstream culture

o

The theme of reincarnation was alsopopularized in Western popular culture through

Bollywood films


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Localization of Hollywood in India

In 2008, in partnership with Yash Raj Films, Disney released a Hindi

animated feature called "Roadside Romeo," which was a huge success.

The film used the voices of national Bollywood stars to increase its appeal

to local audiences

According to official statistics, the number of requests from foreign crew

to shoot in India shot up from 12 to 30 between 2009 and 2011

Avatar was released across India in English, Hindi, Tamil, and Telugu

Avatar earned a record INR 10 million ($216,000) for its paid previews

across India In fact, the opening of the film in India ranked among the top

10 countries for a weekends performances.


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International Casting


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Continued..

The worldwide success of Danny Boyle's multiple Oscar-winning

Slumdog Millionaire a while back has triggered off curiosity in the new

young India.

Freida Pinto, is probably the biggest Indian export to international

cinema. After Woody Allen's You Will Meet A Tall Dark Stranger, Julian

Schnabel's Miral, Rise Of The Planet Of The Apes, and Tarsem Singh's

Immortals in just about three years, she is all set to be seen in Michael

Winterbottom's Trishna

Oscar winner Ang Lee's biggie, Life Of Pi, introduces Delhi boy Suraj

Sharma as the hero and also features Tabu and Irrfan in the cast


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Bollywood movies launched globally

Mother India (1957), for example, continued to be played inNigeria (Africa) decades after its release.

Many Pakistanis watch Bollywood films, as they understandHindi even though Pakistan banned the legal import of

Bollywood movies in 1965. As a result, pirated DVDsand illegal cable broadcasts ensured

the continued popularity of Bollywood releases in Pakistan.

Bollywood movies are popular in Afghanistan due to thecountry's proximity to the Indian subcontinent and cultural

perspectives present in the movies. (eg Kabul express)

The film Mera Naam Joker(1970 achieved popularity in Russia,when Raj Kapoor worked with Russian actress KseniyaRyabinkina in the movie.


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International Bollywood award

nights The Masala Awards, in their third year, celebrate the

achievements of South Asians from around the world

and the UAE in particular.

The Awards night will see Asia's biggeststars mingle with A-listers from the UAE,

making it a fantastic night to remember,

held in Dubai.

International Indian Film Academy (IIFA)

Awards- 2012 in Singapore


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Brand endorsements

Katrina - Brand Ambassador Of Ethiad Airways

Nargis Fakhri brand ambassador

of Van Heusen

Nargis Fakhri, also the Brand

Ambassador for the Private sales

club which houses fashion and luxury

brands across apparel, designer wear,accessories, footwear, jewellery and much more.


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Animation in India

The global animation production figures, according

to the NASSCOM Animation report, range between

US$ 16-31.5 billion for the year 2000

Statistics for 2001 stand anywhere between US$ 25billion and US$ 38 billion

Analysts estimate that the global animation

production rose to about US$ 45 billion in 2002


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International fund raising

INX Media was the biggest recipient of FDI lastyear

Sun Direct Television received Rs.7 billion fromSouth Asian Entertainment Holdings Ltd

American investor George Soros acquired a 3percent stake in Reliance Entertainment Ltd.

Innovative Media Ltd., the out-of-home mediasubsidiary of Entertainment Network India Ltd.(ENIL) received Rs.2 billion from Goldman Sachsand Lehman Brothers for out-of-home mediaexpansion.


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International appeal of regional

Indian films and songs

kolaveri was popular in India as well as in acouple of other countries

It proved that music transcends language.

Kolaveri has become more of an anthem now. Its not just for the South but the entire country

Huge group of non-Indians are singing this song

Looped in many rooms at university dorms in theUS too.

Viewed more than 1.8 million times on theofficial channel of Sony Music


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International shooting destinations

Growing popularity of "Bollywood" movies shot in theUnited States, particularly in New York (kank,

kal ho na ho).

London (k3g, jthj), Cuba

(ek tha tiger), Australia

(salaam namastey) .

Yash Chopra introduced Switzerland to Bollywood in 80s.His first film shot in the country was Faasle (1985).


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BIG CINEMAS

The Big Cinemas is a division of Reliance MediaWorks Ltd.

It was formerly known as Adlabs Films Limited.

It is Indias largest cinema chain with more than 515screens.

It has its screens spread out in India, USA, Malaysiaand Netherlands.

Big Cinemas also operates in the United States, andthe circuit accounts for about 30-35% of Hindifeatures box office collections and over 70% of Tamiland Telugu box office collections from the US.


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Continued

BIG Cinemas launches i matterr - hollywood club card,

which offers its patrons - 50% discount on all English

film paid previews and 10% of on all English films.

The card will be launched in cinemas from May12,2011

The studio is co-producing director Steven

Spielberg's upcoming film War Horse which is due for

worldwide release in Christmas. In January 2012, it was announced that Reliance

DreamWorks movies garnered 11 Oscar nominations


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ERROS ENTERTAINMENT

Eros International is an Indian motionpicture production and distribution company.

Eros co-produces, acquires and distributes Indian

language films in multiple formats worldwide,including theatrical, television syndication and digitalplatforms.

The group distribution network of over 50 countries,

with offices in India, UK, USA, Dubai, Australia, Fiji. Eros has over 1,900 films in its library, plus an

additional 700 films for which the group hold digitalrights only.


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Continued..

While Eros International is taking risks and making

movies, oddly enough, the studio has been declining

joint ventures even when the films have big names

attached. It has signed a 15-film deal with Fox International for

the Middle East region. These movies will be dubbed in

Arabic exclusively for Fox channels

Eros International has been awarded with Inc. India500 Certificate of Excellence.


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Challenges Faced by Bollywood

Internationally

In India there is a shortage of support infrastructure

world-class production facilities

trained manpower

training institutes Challenges such as low screen penetration and

average performance of Indian films at internationalplatforms

India is among the top five countries in terms of Piracywhich leads to a loss of Rs 300-400cr per year

China does not even have a potential but than also itattract more Hollywood investors because of easierand more organized market


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Conclusion

There is a huge Indian Diaspora in countries like the UK, Canada, the

Middle East, South Africa which all represent a big market for Indian films

This is also the time when Indian economy is booming and as in

consequence India is viewed in a positive way by other countries

The westernization is alarming for future of Indian movies as individuality

and eccentricity are being lost

Bollywoods share in the global movie market is still relatively insignificant

and the movie industry therefore needs to put in a lot of effort and money

in distribution and marketing in particular if it wants to succeed in the

global market


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Way Forward..

The film segment in India saw decliningrevenues for two consecutive years, butis expected to recover the growth overthe next five years to reach ~$3 billionat a growth rate of around 9%p.a

With several Hollywood biggiesundergoing full 3D conversion in India,the country is being considered as ahub for the conversion from 2D(normal/reeling) shooting to 3D

There is a need for the Indian filmindustry to embrace digitalization toreap the opportunities created byadvancing technologies


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gloabalization of bollywood

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