The unsuccessful, yet ambitious Bollywood market
Bollywood films have been suffering a lot these days in terms of not being able to generate the response required. Some of the reasons for this failure are: the lack of attractiveness for foreign investors, low profitability, lack of international recognition of Bollywood movies, etc.
This situation has arisen due to the inadequacy of Bollywood films in the international market and the structure of the Indian film industry. However, the objective of the Bollywood industry is to generate thirty billion dollars in the form of investments in order to show its conquest of the international market.
Apart from doubling its ability to attract investments in three years, it also plans to generate six billion dollars in revenue, which is triple the current figure. To achieve this objective, it will be necessary to make Bollywood films accessible to the foreign population.
Masala movies have to be reworked on and active participation in international festivals must be encouraged. These will help in maximizing revenues and will attract investments. It will also help in controlling piracy and reducing taxes on Bollywood cinema. These measures will also facilitate the creation of new and modern cinema complexes.
When talking about the first film industry in the world, one often thinks of Hollywood and its blockbusters, but in reality it is second only to Bollywood.
Bollywood is the largest film industry in the world (1090 movies in 2006) and the rate of the growth of the Bollywood industry is very high. The values and messages transmitted by the Bollywood movies can be enjoyed by other cultures.
In addition, Hollywood has imposed itself on the international scene since already between the two world wars, making it a myth almost unbeatable. On the contrary, Bollywood is experiencing a recent increase in international and grows gradually while displaying global aspirations.
There are three options for Bollywood to establish itself globally; the first one is by promoting itself on the international scene with a lot of marketing. Secondly by educating people so they understand and appreciate Bollywood cinema and the third option is to adapt to the global market.
The first two solutions seem difficult to envisage as heavily used tools and marketing techniques to promote Bollywood abroad is unrealistic and this will require huge financial resources which the Indian film industry does not have. As for the second solution, this could be studied if there was enough time to accustom people to discover a world and a culture that, for the most part is very different from theirs. This leaves only one option that is to adapt to the global market.
Tags: Bollywood, international market for Bollywood movies
«Bollywood films have been suffering a lot these days in terms of not being able to generate the response required. Some of the reasons for this failure are: the lack of attractiveness for foreign investors, low profitability, lack of international recognition of Bollywood movies etc. This situation...»
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