4. Tailoring of Stories- In addition, producers and directors are tailoring their stories more to the western audience, although it is indicated that the more authentic the movie, the more westerners enjoy it. 5. South Asian diaspora- NRIs (Non-Resident Indians) previously migrating to countries such as Fiji and Africa, have now increased migration to the western world. They often encounter a nostalgic connection to their homeland and try to connect with Indian through various mediums- food, movies, religion, etc. South Asian diasporas are considered a distribution territory by Bollywood distributors due to the large number of movie they import. With increased population and import of movies, comes greater exposure to Bollywood which generates interest in non-Indian friends or associates. this world is getting smaller, and [people] want to see what other cultures are like. I have a sense that world cinema is much more important to people now. Tower VP John Thrasher qtd. in Hearing Bollywoods calling, Eros finds a U.S. market for Indian films
THEN
Strangely enough India imports maximum number of films from countries like U.S.A. and U.K., which hardly import Indian films at all qtd in Indian Film (1961) Foreign Earnings (1954-1961)
1954 1955 1956 1957 1958 1959 1960 1961 9,713,000 11,139,000 12,922,000 12,817,000 11,309,000 15,379,000 17,589,000 16,331,000
Source:Indian Film
NOW
Exports earned $100 million last year, a tenfold increase since 1990. This years earnings are estimated at $250 million. Indian exports will expand by at least 50 percent each year, earning around $3 billion by 2006. - Dont Call It Bollywood
1996-1997 Feature Film Export SWITZERLAND MAURITIOUS AUSTRALIA INDONESIA CANADA SINGAPORE , 831.02, 8% USA, 1,003.49, 10% MALAYSIA , 1,190.97, 12% U K , 1,939.81, 19% U ARAB EMTS , 2,531.99, 24%
Indian films are seen in Indonesia, Singapore, Malaysia, Thailand, Egypt, Algeria, Morocco, and may other Afro-Asian countries. Movie-goers often seen the same movie more than once and despite not knowing the language, can sing the songs of their favorite movies. Hindi film fans in Eastern Europe, Fiji and the Philippines watch Indian programming via Soney Entertainment to catch the latest Bollywood news and see the stars in their favorite movies. Israeli movie theatres was still showing Dil To Pagal Hai to packed houses two years after its release.
1996
Metropolitan statistical area Total New York, NY Los Angeles - Long Beach, CA Chicago, IL Houston, TX San Francisco, CA
1
In Afghanistan, after the fall of the Taliban, one of the first acts of celebration noticed was the sight of people queuing up outside cinema halls to see Bombay films. The Idea of India
In almost all the Islamic countries, including those whose ruling regimes have imposed very oppressive forms of religious fundamentalism that mandate keeping women veiled and in seclusion, people are addicted to Bollywood films where skimpily dressed heroines dance in parks, in nightclubs, and in the streets.- The idea of India
2000
Metropolitan statistical area1/
2002
All countries India
AUSTRALIA SRI LANKA HONG KONG CANADA SINGAPOR E MAURITIOU S , 978.33, 7% MALAYSIA , 1,663.18, 11% USA, 2,168.26, 15% UK, 3,374.63, 23%
Total New York, NY Los Angeles-Long Beach, CA Chicago, IL Houston, TX San Francisco, CA
2000-2001 Feature Film Export SWITZERLA ND AUSTRALIA MAURITIOU S CANADA SINGAPORE , 889.63, 5% MALAYSIA , 1,242.51, 7% U ARAB EMTS , 2,427.95, 14% UK, 5,434.18, 31% KENYA
Source of Data:http://commerce.nic.in/eidb/default.asp
1. Technology advances- Digital media has improved prints of Indian movies. They are much more appealing because they lack the grainy scenes of past movies, as well as frequent advertisements that used to crowd the top and bottom of the screen as well as break into flow of the movie. 2. Breakdown of Language Barriers- Subtitles now allow more people to watch Indian movies without knowledge of the language, making Bollywood all the more accessible. 3. Cultural Differences- The main attraction in these countries is the mix of modernity and tradition in Indian movies. People in countries in Africa and surrounding Asian countries do not easily identify with American culture. Topics such as divorce are not as common to their lives as those in America. In addition, people from other countries are sometimes anti-Americanization and as a result choose Bollywood over Hollywood. The Indian masala film is closer to the emotional grammar of the Asians and Africans than the Hollywood box office bonanzas.- The Hindu: Bollywood films make waves around the world
Due to increasing transnational migration and circulation of cultural commodities, Indian media, especially Bollywood, has had an increasing presence in South Asian diasporas in the past decade. Beyond Bollywood Increased immigration increases the availability of Bollywood movies and therefore increases exposure to them. Areas such as cities are more likely places for such exposure and acceptance to occur. Therefore, there is a positive correlation between immigration into cities and the spread of Bollywood. In the tables on the side, you can tell that Indian immigration in the US has increased dramatically over the last two years (generally). In the major metropolitan areas of America listed, the immigration has increased significantly. From this you can infer a wider exposure to Indian culture and thereby Bollywood movies, has occurred as a result.