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

Video Falling Gas Prices Impact US Oil Extraction

With the price of oil now less than $80 a barrel, motorists throughout the US are seeing gas prices dip below $3 a gallon More

Afghan Women's Soccer Team Building for the Future

A four-team female league was recently set up in Kabul; It will help identify players for the national team More

Video Koreas on Edge Amid Live-fire Drills

Pyongyang threatens nuclear test as joint US, S. Korean exercises show forces’ capabilities More

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.
New Skateboard Defies Gravityi
X
November 21, 2014 5:07 AM
A futuristic dream only a couple of decades ago, the hoverboard – a skateboard that floats above the ground - has finally been made possible. While still not ready for mass production, it promises to become a cool mode of transport... at least over some surfaces. VOA’s George Putic reports.
Video

Video New Skateboard Defies Gravity

A futuristic dream only a couple of decades ago, the hoverboard – a skateboard that floats above the ground - has finally been made possible. While still not ready for mass production, it promises to become a cool mode of transport... at least over some surfaces. VOA’s George Putic reports.
Video

Video Falling Gas Prices Impact US Oil Extraction

With the price of oil now less than $80 a barrel, motorists throughout the United States are benefiting from gas prices below $3 a gallon. But as VOA’s Kane Farabaugh reports, the decreasing price of petroleum has a downside for the hydraulic fracturing industry in the United States.
Video

Video Tensions Build on Korean Peninsula Amid Military Drills

It has been another tense week on the Korean peninsula as Pyongyang threatened to again test nuclear weapons while the U.S. and South Korean forces held joint military exercises in a show of force. VOA’s Brian Padden reports from the Kunsan Air Base in South Korea.
Video

Video Mama Sarah Obama Honored at UN Women’s Entrepreneurship Day

President Barack Obama's step-grandmother is in the United States to raise money to build a $12 million school and hospital center in Kogelo, Kenya, the birthplace of the president's father, Barack Obama, Sr. She was honored for her decades of work to aid poor Kenyans at a Women's Entrepreneurship Day at the United Nations.
Video

Video Gay Evangelicals Argue That Bible Does Not Condemn Homosexuality

More than 30 U.S. states now recognize same-sex marriages, and an increasing number of mainline American churches are blessing them. But evangelical church members- which account for around 30 percent of the U.S. adult population - believe the Bible unequivocally condemns homosexuality. VOA's Jerome Socolovsky reports that gay, lesbian, bisexual and transgender evangelicals are coming out. Backed by a prominent evangelical scholar, they argue that the traditional reading of the bible is wrong.
Video

Video Ebola Economic Toll Stirs W. Africa Food Security Concerns

The World Bank said Wednesday that it expects the economic impact of the Ebola outbreak on the sub-Saharan economy to cost somewhere betweenf $3 billion to $4 billion - well below a previously-outlined worst-case scenario of $32 billion. Some economists, however, paint a gloomier picture - warning that the disruption to regional markets and trading is considerable. Henry Ridgwell reports from London.
Video

Video Mexico Protests Escalate Over Disappearances

Protests in Mexico over 43 students missing since September continue to escalate, reflecting growing anger among Mexicans about a political system they view as corrupt, and increasingly tainted by the drug trade. Mounting outrage over the disappearances is now focused on the government of President Enrique Pena Nieto, accused of not doing enough to end insecurity in the country. More from VOA's Victoria Macchi.
Video

Video US Senate Votes Down Controversial Oil Pipeline - For Now

The U.S. Senate has rejected construction of a controversial pipeline to transport Canadian oil to American refineries. The $5 billion project still could be approved next year, but it faces a possible veto by President Barack Obama. As VOA’s Michael Bowman reports, the pipeline has exposed deep divisions in Congress about America’s energy future.
Video

Video Can Minsk Cease-fire Agreement Hold?

Growing tensions between government troops and separatists in eastern Ukraine further threaten a cease-fire agreement reached two months ago in the Belarusian capital of Minsk. Critics of U.S. policy in Ukraine say it is time the Obama administration gives up on that much-violated cease-fire and moves toward a new deal with Russia. VOA's Scott Stearns has more.
Video

Video Chaos, Abuse Defy Solution in Libya

The political and security crisis in Libya is deepening, with competing governments and, according to Amnesty International, widespread human rights violations committed with impunity. VOA’s Al Pessin reports from London.
Video

Video US Hosts Record 866,000 Foreign Students

Close to 900,000 international students are studying at American universities and colleges, more than ever before. About half of them come from Asia, mostly China. The United States hosts more foreign students than any other country in the world, and its foreign student population is steadily growing. Zlatica Hoke reports.
Video

Video Ferguson Church Grapples with Race Relations

Many white residents of Ferguson, Missouri, say they chose to live there because of the American Midwest community's diversity. So, they were shocked when a white police officer killed an unarmed black teenager in August – and shaken by the resulting protests and violence. Some local churches are leading conversations on how to go forward. VOA’s Ayesha Tanzeem reports.

All About America

AppleAndroid