English Assignment essay help online: International communication Essay – Bollywood impact hollywood

English Assignment essay help online: International communication Essay – Bollywood impact hollywood

Abstract                   

 The essay is an analysis of Hindi movies and their distribution process, especially for foreign countries. There is no denying the fact that a large number movies are being publicized abroad; for revenue as well as for recognition.

Indian Cinema is globalized and liberalized compared to a decade before. However, all movies don’t go hit in other countries. This essay attempts to research and report about some of the movies that have done quite well abroad India and mention the changes adopted in their distribution outside.

A couple of movies; Taare zameen par, 3 idiots, Pa have been taken as example as these were liked by the movie buffs outside India. Apart from the changes adopted by the industry to streamline the distribution process; there are lot more factors that can contributing to the success of Indian movies outside.

In US, the Indo-American population is growing at a good pace (around 10 percent annually) (Min, 2005). NRIs are strongly attached to their values, their culture and of course, their country. But, studying these factors in depth is out of our scope and we have concentrated on the distribution side.

Structurally, there are 3 major sections in Bollywood: Producers, content managers and distributors (Omar, 2006). Trends exhibit that distributors are gaining power and moving towards integration resulting in planned output and more profits. These factors have been discussed in detail in this essay.

As a sub topic, the impact of Bollywood on Hollywood has also been discussed by citing examples and references. So, these two topics are major questions this essay attempts to answer.

In the last, conclusion has been given along with recommendations to increase returns by effective distribution.

To conduct the research, various books and journals have been referred to and citations are done wherever required. Hope it will present a holistic panorama to the readers.

Introduction and Argument

Indian Cinema or Bollywood is no longer a local enterprise. With increasing globalization in other sectors, Bollywood is also witnessing the flow and endeavors hard to distribute movies outside India. Though almost all of the movies are telecasted abroad, some do exceptionally well while others perform just an average on the floor.

This shift, undertaken by Bollywood to compete more successfully in the international market, has been discussed by eminent personalities.

This essay will present the report on some Bollywood movies that have been widely distributed outside the country along with major changes (cultural, industrial, etc.) adopted by the Cinema to distribute the local genre more widely.

Generally talking, the impact of Bollywood on Globe, specifically on Hollywood, will be discussed citing necessary examples. Hope this report will exhibit a holistic view of Indian Cinema and its impact globally.

In the scenario discussed, major research questions will be:

Research Questions

1. What are the changes adopted by Bollywood to distribute its local genre more widely.

2. Has Bollywood impacted Hollywood? If yes, to what extent?

To conduct the research on above questions, many renowned thinkers including Gopalan, D. Kishan Thussu, C.L. Logan etc. have been referred to and conclusion has been based on these studies and author’s own perception.

Literature Review

Since 20th century, Indian Cinema is gaining attention of the people abroad (Hogan, 2008). The world’s largest producer of films is gaining lot from the provision of 100 percent FDI in films that has made the market attractive for foreign enterprises also (Thussu, 2006).

Globalization has been growing in Bollywood, a large film industry based in Mumbai giving more than 300 movies a year (Omar, 2006). Bombay Dreams is a big hit. Many Bollywood blockbusters are being exported to UK, US and other countries as well. The Washington Post and The New York Times have started reviewing Indian releases and premiers.

Globalization is not a synonym to Americanization and the expansion the Indian Cinema is enjoying is a testimony to that.

Shome and hedge(2008) have asked a very significant question in this regard:

“How does Globalization forces us to rethink culture in new ways and through new problematic?”

Globalization is an extensive process that refers to the connection at multiple (Punathambekar, 2008)

3 Idiots: Set to Rock Hollywood

 Who can forget the success of 3 Idiots, a comedy plus educational Hindi movie released in Dec 2009? This was the first Hindi movie that was released with whopping 900 prints in China. “My films are made with universal values, so they can connect with audiences all over the world”, said Mr. Hirani, the director (Yahoo News, 2012).

Giving the message of selecting a course as per the interest, the movie was a big hit on Box Office and was declared as “all time blockbuster“. In the very initial week, it fetched a whopping 79.5 records thus breaking all records earlier held by Ghajini (Economic Times, 2011).

A major success in East Asian markets, it garnered massive cowed in other countries including Taiwan and China. As Asian countries have similar educational systems, watchers could well synthesize the theme with the conditions present in their respective countries.

However, this success is not an end for the movie. The producer has announced its remake in Italian and English for Hollywood (Economic Times, 2011).

Summing up, 3 idiots was a Bollywood masala plus a commentary on dysfunctional educational system in India leading students to commit suicide. It’s concept, its marketing and promotion, the picturization and of course, the reality… made it an “international hit“.

Taare Zameen Par: Every Child is Special

The film released in 2007 and exploring the life and problems of a dyslexic child aroused the emotions of people across the world. With numerous awards came in its lap, the movie was a must watch for parents (especially of disabled children).

 

Having excellence photography, music and photography; the movie was released in many other countries including New Zealand, Fiji, Australia, and Malaysia.

It was screened in Seattle, Washington by International Dyslexia Association and received “absolutely thunderous standing ovation”.

The film raised awareness for dyslexia in many countries and the topic was included in books for many courses.

Paa: The 2009 release depicted a genetic problem, Progeria, in which a person looks many times older to the actual age. The movie aroused sentiments of people all over the world and got due credits.

Distribution of Hindi Movies worldwide: Changes adopted

Obviously, only distribution outside doesn’t guarantee the success of any movie. As stated earlier also, many movies are distributed in other countries but all don’t get same fame and acclaim.

Here, the question crops up… What was uncommon in 3 idiots, pa, taare zameen par and other movies that were popular outside or were there any specific changes adopted for its global distribution (Research Objective 2)?

First and the foremost, it was the universal theme that contributed to its success.

Universal theme

3 idiots didn’t have a country-specific theme. It was a strike on the education systems of all countries that prefer rot method rather than learning. Many countries in the world are still loathing this undesirable educational system. This was the reason that people could relate the theme and appreciated the message the movie wanted to spread.

     

Similar is the case with taare zameen par, Pa and others doing well abroad.

Taare zameen par is the story of a dyslexic child whose parents do mistake to understand him leading to frustrations in the child. This movie is also educative and teaches the parents about dealing with kids and their problems. Pa, the story of a progeric child, also runs on same lines but with different theme and cast.

However, it’s not a hard and fast rule. Many movies with country-specific themes have also performed well outside but picking up neutral and universal issues enhance the chances, of course. Taare zameen par, pa etc. are some other examples of movies based on genuine issues and their solutions.

Understanding Taste and Preferences

Here, demand-supply dynamics works simply. If producers have to distribute their movies out of country; preferences of people must be taken care of. Of course, there are some basic differences found in Bollywood and Hollywood .For instance,

  • Most of the Indian movies used to be love-dance-drama show but now, good topics are being picked up.
  • Bollywood watchers don’t prefer slow movies as such. So, pace of the movies should be good enough and plot should be clear.
  • Indian Cinema is getting westernized. High end photography and other tricks, extensive training of actors to bring in ‘reality’, selection of location abroad, casting more of Hollywood starts are some of the reasons that are bring adopted to distribute the local genre more widely.

 The Distribution process

For distribution, there are 7 segregations of Indian film industry (Acharya, 2004). Out of these, 6 are local and the last one focuses on the other countries. For each release distributors are provided with certain prints, first for multiplexes and then for small villages and towns. This process is a limitation though.

Suppose the film doesn’t do well in multiplexes, chances for its good performance in small towns are reduced to a great extent. To overcome these shortcomings in the distribution process, the Bollywood is employing some changes like digital cinema delivery. These changes have been discussed in this section.

 With changing times, distribution of Hindi movies is also getting changes and new ways are being adopted to market it effectively in other countries (Cravens, 2008).

  • Digital Cinema Distribution:  In addition to digital cinema distribution, the industry is also set to increase the revenue from supplementary sales of computer games, soundtracks, movie clips for mobiles etc.
  • Ambitious plans: The industry is getting ambitious for global distribution. More premieres abroad help out in global recognition. In 2007, a flagpole Hindi production premiere was held in Toronto rather than in India (Yahoo News, 2012).
  • Horizontal Integration in Distribution: Since independence, Bollywood films have been distributed in a very complex environment consisting of many independent producers.

Now, the industry has made moves towards integration resulting in better distribution network, domestic and international. Now, the focus is on availing economies of scale in finance and distribution. The firms are horizontally integrated and employing effective ways of distribution that is proving beneficial for the producers and the industry as a whole.

  • Upgraded Marketing: There are many firms in Bollywood having their personal distributional channels. Yash Raj films have excelled in these fundamentals and upgraded marketing.
  • Alliances in Bollywood:  The industry seems to be on a new path- the path of alliances and associations. This emerging model, in combination with managerial and creative advantages, has given a boost to exports. It has brought in better planning, effective modes of finance, new trends in scriptwriting thereby reducing cost and time consumption as well.
  • Turning to Other Countries: There are several restrictions and obstacles in local distribution. No doubt, the industry is adapting to changes and integration; drawbacks still persists in local distribution. This has lead to the movement of distribution companies like Eros international and Yash Raj Films abroad including U.S.  And U.K (Usunier, 2000). There are global rights for good budgeted films increasing the price and profit-margins.
  • Corporate Production Houses: “Movies will never run out of fashion and the business can only grow”, says RDS Bawa, CFO of TV18. The entry of private corporate after the country adopted liberalization in 1998 changes the contour of Indian Cinema. Corporate houses started setting in and in present scenario; around 22 percent production is by these corporate houses (Ganti, 2012). Main advantages are: better planning, better production, simultaneous production, risk management, and infusion of professionals in film making.

Studio culture is in offing in India and it will be up in next couple of years. This model synthesizes different aspects of movie including production, finance, exhibition and distribution. This is the reason better distribution planning are made for India and abroad.

Last but not the least, favorable policies since last decade has encouraged the huge potential of the Indian Cinema. Clampdown on piracy, establishment of anti-piracy cells, public campaigns have resulted in hunting down the offenders. Official status was granted to the industry in 1998 (Omar, 2006). To attract foreign funding, Government has allowed 100 percent FDI in this sector.

         The company experienced a huge hit even in 1990s in lieu of professional skills undertaken and rapid professionalization. These trends were uncommon in the industry earlier. Having set up its own distribution channel in other countries and properly planned the output, the firm set up a new trend in marketing guided by ‘reputation’ and ‘social media’.

The discussion till now clearly exhibits that Indian movies are being liked abroad and the industry is adapting to necessary changes required. Not only that, Indian cinema has impacted Hollywood also by their theme, movies and songs.

Though it may sound awkward to some as most of the people can think only vice versa; it’s absolutely true that Hollywood has finally started noticing the glamour of Bollywood (Saibal Chatterji, 2008). Is it because of Bollywood beauty Aishwarya? Or because social and family values ingrained in Bollywood? Or because of just the fact that Hollywood wants a change.

The answer seems difficult; however, it’s the fact that Bollywood is being noticed more sincerely these days. Let’s discuss up on some points reflective to this statement:

Bollywood Stars: Making Entry in Hollywood

Aish is of course a step ahead. She has carefully stepped in new waters and bagged a role in ‘Bride and Prejudice’ to be released in UK. Having also signed ‘Chaos’, she is showing the path to other actors as well. Hollywood and Bollywood stars have collaborated for the first time in Chaos to such an extent.

However, Aish is not the only one to start a new innings. Salman khan, Shahrukh Khan and many others are following the suit. As Hollywwod is frequently picking Indian stars; it clearly reflects that the belief in Indian talent and Cinema is getting stronger.

Bollywood Remakes in Hollywood

Seems tables are sometimes turned… Bollywood is often accused of stealing the concept and themes from Hollywood. This time the tale is somewhat different.

The 1969 release, Khamoshi, is being remade in Hollywood by Sanjay Patel, a US NRI (Economic Times, 2011).  Khamoshi is not the only one in list. There have been few more times when Hollywood has taken the cue from Bollywood masala. It’s the other story that they never admit it.

Darr, one if the big hits among Hindi movies, was remade in Hollywood as Fear (Yahoo News, 2012). Even some scenes very much resemble to the Hindi hit. Leap year is a remake of Jab we met. Watchers can easily find the similarity in plot, characters and scenes also. The only noticeable difference is that Jab we met focuses Irish tradition while Jab we met is more of fun and music.

                        

Going down the line…Hitch is a remake of Choti si Baat, Win a date with Tad Hmailton is a remake of Rangeela and… the list goes on to add many more.

So… there are turned tides also. Not only Bollywood rips off the Hollywood stories… Hollywood also takes note of B-town’s ideas and scripts!

This way, it is clear that Hollywood has also taken ideas from Bollywood time to time. A lot of Western actors are turning towards Bollywood to try their luck. In many Hindi movies, they are casted also. This shows more of collaboration between Eastern and Western Cinema.

However, “Is Bollywood impacting Hollywood or is it the other way around?” is a matter of frequent discussions. This is a general perception that Bollywood has copied the themes from Hollywood time to time. Searching on internet also, you will get more results for “Bollywood copying Hollywood” rather than vice versa.

Without delving in to this debate, we can say that Bollywood do impacts Hollywood by its songs, actors, themes but this impact is not very substantial. We need to be more profound in understanding their taste, and produce accordingly. No doubt, the industry has adopted changes to publicize the local genre outside India; these efforts are to be pepped up for better results.

Research Findings

This section will present the findings on two research questions taken up. Let’s discuss up on these one by one.

Research Objective 1: What are the changes adopted by Bollywood to distribute its local genre more widely.

Findings:  As per the discussion and references of eminent thinkers, the industry has undertaken many changes and still, it’s on the same spree. The major changes to get recognition outside are:

  • Integration
  • Corporate production houses
  • Planned output
  • Infusion of management students in these production houses
  • Attempt to understand taste and preferences of global consumer
  • Movies more on universal themes rather than country specific
  • Promotion, premiers and other promotion tactics outside
  • Online distribution

Research Objective 2: Has Bollywood impacted Hollywood? If yes, to what extent?

Findings: The essay has presented the impact of Bollywood on Hollywood by two-three major aspects:

  • Recognition of Indian stars in Hollywood
  • Bollywood remakes in Hollywood
  • Movies with both; Hollywood and Bollywood actors

However, the impact of Bollywood on Hollywood doesn’t seem to be very substantial and the industry needs to put more efforts in terms of quality production to have global recognition.

Conclusion and Recommendations

On the basis of what have been discussed so far, it’s clear that the Indian cinema is becoming global. Though it’s still not in a position to conquer Hollywood; it has come a long way in terms of quality production, professionalism and planning.

However, there is still a scope for improvement. Distributors can perform better by direct marketing to their potential customers. Using merchandise support and expansion of marketing by investing in TV operations will also help a lot. To enhance the transparency in the industry, they can switch to fixed and royalty structure of payment from right-bid system. It will open the producer-funding; the process already successful in Hollywood.

Rini Bhattachatya( 2001) clearly states that the commercial Cinema is one of the major strength of the country and this era , the post- globalization, is a new phase marked by liberalization, expansion, global participation and secular nationhood.

As the Indian industry has experienced colossal change after the cold war, film industry has followed the suit and evolved continuously to reach to new heights. Scattered Diaspora and Global Indian Community have become the representative on Indian Ethos and Culture.

Still, the politics of Indian Cinema is too complex to understand. On the one hand, the feeling of ‘nationhood’ is gaining strength; on the other hand,  cinema has continuously enhanced and revised the contour to match to the ambitions of global consumers. ‘Bollywood and Globalization” is an ongoing debate and further research may open more layers for better understanding.

Coming back to the topic, a research exhibits that Bollywood films that were successful in US had a famous actor, non-Indian story line including a culture clash, pre-release promotion, a grand opening plus home video options. (Druid, 2012)

This research gives further ideas to producers on how should they work up on these things for good recognition of their films outside.

Summing up, Bollywood has no doubt attained brand recognition. If it works further on these lines, the day is not far when Hollywood will take more note of Town B’s scripts!

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