Bollywood and Non-Asian Viewers

Paper Summary:

This paper explains that the large Indian presence in the U.K. has made it relatively simple for Bollywood movies to forge an easy relationship with the average non-resident Indian (NRI). The author points out that, with markedly increasing numbers of movies and the demanding Indian population in the United Kingdom, there is a need for streamlined marketing and promotion strategies stressing the "desi" flavor of the Hindi movie industry. The paper relates that a feature in these successful movies is the depiction of an affluent NRI family with tremendous wealth, palatial residences, and successful business operations, combined with a happy and closely-knit family structure, traditional religion, and relationships transcending borders.

Table of Contents
Introduction
Background
Review of Literature
Aims
Objectives
Findings and Discussions
Bollywood Industry Today
Problems and Conclusion
Flip Flop
The American Connection
The Menace of Piracy
Governmental Support
Conclusion

From the Paper:

"It is not very surprising, therefore, to note that many popular films do better abroad than back at home. High-ranking stars of the industry have little to do to portray a well-orchestrated yarn in the movie, which in turn would go a very long way in wooing the crowd to watch it. With the passage of time, Bollywood films have earned a rare distinction of being "home-made and successful-overseas." The overseas market, hence, has been a very lucrative avenue for the star-studded Hindi movie. A good mix of performance, appealing collection of tracks and extravagant ambiance go a long way to help the Hindi film gross a respectable success in the UK box office. The Bollywood movie remains a representation of Indian culture, values and tradition thus creating more than just an emotional impact upon the average Non Resident Indian (NRI). The list of films that have been successful gainers in the UK box office is endless."

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