• Summary
  • Contents
  • Subject index

Few would deny that the most significant weapon in India's cultural and artistic armory is its avowedly commercial cinema, now known as Bollywood. This anthology aims to portray the “soft” power of Bollywood, which makes it a unique and powerful disseminator of Indian culture and values abroad. The essays in the book examine Bollywood's popularity within and outside South Asia, focusing on its role in international relations and diplomacy.

In addition to contributions that directly engage with the notion of soft power, a number of essays in the volume testify to the attractiveness of Bollywood cinema for ethnically diverse groups across the world, probe the reasons for its appeal, and explore its audiences' identification with cinematic narratives.

Established and emerging scholars in literature, theater, film, dance, music, ...

A Regional Mosaic: Linguistic Diversity and India's Film Trade
A regional mosaic: Linguistic diversity and India's film trade
SunithaChitrapu
Introduction

The motion picture is a business and any country's industry will try to expand if it feels it can create a market for its products elsewhere … If all industries are trying to export film, what occurs within markets?

—Guback (1969: 12–14)

Three patterns stand out when it comes to the economics of the Indian film trade. First, Indian films dominate the domestic Indian market. India is the exception to the American domination of the global film business. Hollywood's domination is a well-established phenomenon that has received much research attention. In almost every country of the world, including historically film-producing countries such as the UK, France, Germany, and Italy, imported ...

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