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(Revised from original 2005 version)
Can Bollywood Go Global?
Considers the opportunities and challenges facing Indian film producers in accessing the global film market. Provides a historical context by describing the history of the cinema and the rise of Hollywood to global dominance by the 1920s. Although film industries continued elsewhere, including Great Britain and France, their products had limited international appeal. Discusses the rise of the Indian film industry and the industry structure. Bollywood films, produced in Mumbai (formerly Bombay), are the most well-known genre. They are typically long, melodramatic, and musical. There are also regional language films produced in Chennai, independent films, and "crossover" films, typically incorporating the experience of the Diaspora in Western countries. Bollywood films in particular have sold well in Southeast Asia and among the Indian Diaspora. Raises the issue whether Indian content films can compete with Hollywood in global markets and to what extent a change in content is necessary for this strategy to work.
Globalized Markets and Industries;
Motion Pictures and Video Industry;
Jones, Geoffrey, Namrata Arora, Surachita Mishra, and Alexis Lefort. "Can Bollywood Go Global?" Harvard Business School Case 806-040, January 2013. (Revised from original August 2005 version.)