The topics studied under this heading will include: a lack of attraction for foreign investors, low profitability, and a lack of international recognition for Bollywood owing to the inadequacy of Bollywood films in international market, and the structure of the Indian film industry. Our objective in the context of the conquest of the international market is to reach thirty billion dollars of investment, thereby doubling the current investment, and six billion dollars in revenues, which is triple the current figure, in a time frame of three years.
[...] In May 2009 a communication campaign was organized around the 40th festival to begin the education of the film industry. The 2010 edition will be inaugurated and chaired by a Bollywood star to continue to generate interest. In 2011, the organizers will appeal to a non-Indian film personality to stress the international character of the festival. In 2012, the International Film Festival of India should be ranked among the top 15 international festivals Increasing financial flows c. Finding major sources of financing To become an international player and achieve the goals that were set, we must find investors who will strengthen the Indian film industry. [...]
[...] "Multiplex" are films aimed at young urban Indians influenced by the Western world with respect to issues and topics. The characteristics of Indian cinema are often deleted or reduced: some music and dance. These are films for the elite Indian and are distributed in major multiplexes in India. However though these films have less resonance among Indian expatriates, they have a favorable response on the international market. Moreover, they are low budget films which are potentially very profitable. We therefore aim to export "Multiplex" movies without changing their content. [...]
[...] A national release also encourages the public to head to theatres as possible to see a movie and limits the effects of negative word of mouth publicity. A large number of sales are thus automatically secured. It is also important to limit the exchange of films. This problem does not arise in the digital multiplex but in small structures of small towns. The risk of material degradation or piracy is high. This is why we need to establish multiplexes in small urbanized areas with little clusters of cities / towns in which a limited number of copies may be distributed, to be exchanged after 4 days of release in a city. [...]
[...] Three options are available to this end: Promoting Bollywood on the international scene with a lot of marketing Educating the international public so that they appreciate Bollywood movies Adapting supply to the world market The first two solutions seem difficult to envisage. Hard selling and adopting intensive marketing techniques to promote Bollywood abroad is unrealistic in the current state of affairs as this will require huge financial resources which the Indian film industry does not have. The second solution would only be successful if we had time to accustom the people of the world to a culture which for the most part is very different from theirs. [...]
[...] Thus, the adaptation of Bollywood to a global audience may be achieved through changing the format of the film, not its basis. The themes evolve slowly and are no longer exclusively focused on romance, so there is less risk of monotony and lack of originality. Thus, the "Masala" will not suffer from export. This is the condition for development of Bollywood abroad. Without this, films from Bollywood it would gradually become a victim of a homogenization of the films on the international stage and would not be differentiated from Hollywood. [...]
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