News / Asia

    India's Bollywood Film Industry Tries to Produce Crossover Movies

    Barbara Mori and Hrithik Roshan in a scene from 'Kites'
    Barbara Mori and Hrithik Roshan in a scene from 'Kites'

    Multimedia

    Audio

    India's popular film industry, known as Bollywood, is trying its hand at producing films which will appeal to a global audience.  But the popular Mumbai-based movie industry's efforts to break into the international market have made an uncertain start.



    The movie Kites, which released in May in more than 30 countries, is an emotional love story of an Indian and a Mexican immigrant in the United States.  Set in Las Vegas, it stars a popular Bollywood actor, Hrithik Roshan and Mexican actress Barbara Mori.  

    Its producer, Rakesh Roshan, called it "a truly Indian global film."  Kites was the first big-budget effort by the Hindi film industry to make a movie which would appeal to mainstream audiences in India and in Western countries.

    Not impressed

    However, the film failed to impress people on either side. Indians said they could not identify with the mix of Hindi, English and Spanish dialogues.  A shorter version, Kites: The Remix, released in countries like the United States, fared even worse. Edited by Hollywood director Brett Ratner, it was an attempt at a Hollywood-Bollywood crossover.

    Mumbai-based film trade analyst and critic Komal Nahata says Bollywood film producers have long been enthusiastic about trying their hand at crossover cinema.  But he says their efforts have not met with success, because audiences in India and Western countries are very different.   

    "I think it is this urge to tap newer markets, to tap newer audiences," says Nahata.  "But our filmmakers don't realize is that what is lacking is cinema which they enjoy.  You cant jut tweak Bollywood cinema and say that 'I made it for the crossover audience'. Their tastes are completely different, plus their sensibilities are different."

    Successful attempt

    Bollywood has a massive fan following, not only in India, but in many Asian countries such as Indonesia, Sri Lanka, Pakistan and Afghanistan.  It is also a huge hit with Indians staying in Western countries.  About seven percent of the revenues of the $2 billion industry come from overseas markets.    

    The desire to woo Western audiences got a boost after the runaway success of the Oscar-winning film Slumdog Millionaire. The film was a British production, which used Bollywood talent and was shot in the slums of Mumbai fueled the desire among Bollywood production houses to make a similar hit.  

    Of course, a typical Hindi movie is very different to Slumdog.  It is usually a predictable, melodramatic story of boy-meets-girl and overcomes all odds to be together. These films are replete with glitzy song and dance numbers.

    Reason for optimism

    Many people are optimistic that Bollywood movies have the potential to make their presence felt beyond the traditional markets in India and Asia.  Among them is Mumbai-based film critic Taran Adarsh.  

    "That is what has attracted a lot of people from the Western world… our colors, our songs, our dances, the Bollywood masala," Adarsh says.  "I have had a lot of people coming up to me and telling me that they love Bollywood films.  They don't understand the language, but there is something about Bollywood films.  They find it very interesting."

    In their quest to win international audiences, Indian film producers are trying to break the mold and explore more contemporary themes.

    Bridging the gap

    Several movie critics say the success in several countries of a recent Hindi film, My Name is Khan, shows that Bollywood is starting to tap a wider audience.  It is the story of an Indian in America who battles the double problems of fighting Asperger's syndrome (a form of autism) and being a Muslim in a post 9/11 world.     

    However, trade analyst Nahata points out that crossover audiences are still "miniscule."  He feels the distance between a Bollywood and a Hollywood movie is too vast to be easily traversed.    

    "It has to be a completely different film, which risk the Indian filmmakers won't take because then they fear that the Indian audience and the traditional audiences will be lost to that kind of film, notes Nahata. "The amount of crossover audiences which view our films is so small it hardly matters."

    Some Bollywood producers are scaling down their ambitions for crossover projects.  But others are not giving up.  In September, one of India's best known filmmakers, Vidhu Vinod Chopra, will start shooting in the United States for an English language film called Broken Horses, also aimed at global audiences. Like him, many others hope that some day Bollywood -- which produces the most movies in the world -- will manage to make a mark internationally.

    You May Like

    Syrian Rebel Realignment Likely as al-Qaida Leader Blesses Split

    Jihadist group Jabhat al-Nusra splits from al-Qaida in what observers dub a ‘deception and denial’ exercise

    New India Child Labor Law Could Make Children More Vulnerable

    Concerns that allowing children to work in family enterprises will push more to work

    What Take-out Food Reveals About American History

    Carry-out food explains a lot about the changes taking place in society, so here's the deal with pizza, Chinese food and what racism has to do with taking food to go

    This forum has been closed.
    Comments
         
    There are no comments in this forum. Be first and add one

    Featured Videos

    Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
    Uganda Unveils its First Solar-powered Busi
    X
    July 28, 2016 4:16 AM
    A solar-powered bus described by its Ugandan makers as the first in Africa has made its public debut. Kiira Motors' electric bus, Kayoola, displayed recently at a stadium in Uganda's capital. From Kampala, Maurice Magorane filed this report narrated by Salem Solomon.
    Video

    Video Uganda Unveils its First Solar-powered Bus

    A solar-powered bus described by its Ugandan makers as the first in Africa has made its public debut. Kiira Motors' electric bus, Kayoola, displayed recently at a stadium in Uganda's capital. From Kampala, Maurice Magorane filed this report narrated by Salem Solomon.
    Video

    Video Silicon Valley: More Than A Place, It's a Culture

    Silicon Valley is a technology powerhouse and a place that companies such as Google, Facebook and Apple call home. It is a region in northern California that stretches from San Francisco to San Jose. But, more than that, it's known for its startup culture. VOA's Elizabeth Lee went inside one company to find out what it's like to work in a startup.
    Video

    Video Immigrant Delegate Marvels at Democratic Process

    It’s been a bitter and divisive election season – but first time Indian-American delegate Dr. Shashi Gupta headed to the Democratic National Convention with a sense of hope. VOA’s Katherine Gypson followed this immigrant with the love of U.S. politics all the way to Philadelphia.
    Video

    Video Philadelphia Uses DNC Spotlight to Profile Historic Role in Founding of United States

    The slogan of the Democratic National Convention now underway in Philadelphia is “Let’s Make History Again” which recognizes the role the city played in the foundation of the United States in the 18th century. As VOA’s Kane Farabaugh reports, local institutions are opening their doors in an effort to capitalize on the convention spotlight to draw visitors, and to offer more than just a history lesson.
    Video

    Video A Life of Fighting Back: Hillary Clinton Shatters Glass Ceiling

    Hillary Clinton made history Thursday, overcoming personal and political setbacks to become the first woman to win the presidential nomination of a major U.S. political party. If she wins in November, she will go from “first lady” to U.S. Senator from New York, to Secretary of State, to “Madam President.” Polls show Clinton is both beloved and despised. White House Correspondent Cindy Saine takes a look at the life of the woman both supporters and detractors agree is a fighter for the ages.
    Video

    Video Dutch Entrepreneurs Turn Rainwater Into Beer

    June has been recorded as one of the wettest months in more than a century in many parts of Europe. To a group of entrepreneurs in Amsterdam the rain came as a blessing, as they used the extra water to brew beer. Serginho Roosblad has more to the story.
    Video

    Video First Time Delegate’s First Day Frustrations

    With thousands of people filling the streets of Philadelphia, Pennsylvania for the 2016 Democratic National Convention, VOA’s Kane Farabaugh narrowed in on one delegate as she made her first trip to a national party convention. It was a day that was anything but routine for this United States military veteran.
    Video

    Video Commerce Thrives on US-Mexico Border

    At the Democratic Convention in Philadelphia this week, the party’s presumptive presidential nominee, Hillary Clinton, is expected to attack proposals made by her opponent, Republican presidential nominee Donald Trump, to build a wall along the U.S.-Mexico border. Last Friday, President Barack Obama hosted his Mexican counterpart, President Enrique Peña Nieto, to underscore the good relations between the two countries. VOA’s Greg Flakus reports from Tucson.
    Video

    Video Film Helps Save Ethiopian Children Thought to be Cursed

    'Omo Child' looks at effort of African man to stop killings of ‘mingi’ children
    Video

    Video London’s Financial Crown at Risk as Rivals Eye Brexit Opportunities

    By most measures, London rivals New York as the only true global financial center. But Britain’s vote to leave the European Union – so-called ‘Brexit’ – means the city could lose its right to sell services tariff-free across the bloc, risking its position as Europe’s financial headquarters. Already some banks have said they may shift operations to the mainland. Henry Ridgwell reports from London.
    Video

    Video Recycling Lifeline for Lebanon’s Last Glassblowers

    In a small Lebanese coastal town, one family is preserving a craft that stretches back millennia. The art of glass blowing was developed by Phoenicians in the region, and the Khalifehs say they are the only ones keeping the skill alive in Lebanon. But despite teaming up with an eco-entrepreneur and receiving an unexpected boost from the country’s recent trash crisis the future remains uncertain. John Owens reports from Sarafand.
    Video

    Video Migrants Continue to Risk Lives Crossing US Border from Mexico

    In his speech Thursday before the Republican National Convention, the party’s presidential candidate, Donald Trump, reiterated his proposal to build a wall along the U.S.-Mexico border if elected. Polls show a large percentage of Americans support better control of the nation's southwestern border, but as VOA’s Greg Flakus reports from the border town of Nogales in the Mexican state of Sonora, the situation faced by people trying to cross the border is already daunting.

    Special Report

    Adrift The Invisible African Diaspora