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Can Bollywood Go Global?

Case Analysis: Managerial Communication II
Section A

Submitted By
Ankur Jain

Executive Summary
The movie Industry came into being towards the end of the 19th century and it has grown steadily over the years, incorporating several changes in its outfit and presentation. From the French beginnings, to the British influence and then the American dominance after the 2nd world war, the entertainment industry has seen it all.
Bollywood, the Hindi-language industry in Mumbai is considered by many to be the heart of the Indian film industry. Although the format of Bollywood films has changed over the years, a typical film is melodramatic; long (three to four hours); filled with song and dance
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With the end of colonialism, Indian popular cinema emerged as “India’s sole model of national unity” and films were used as a tool for social critique. 1950 – 1960: A Golden Age of Indian Cinema
1950s saw the increasing popularity of cinema that derived its inspiration from realism. Foreign influence played a key role in this development. The first International Film Festivals of India were held in 1952. The film festival helped Indian filmmakers learn more about French and Italian neo-realist films.
Satyajit Ray, with his debut Bengali film, Pather Panchali (1955), became the pioneer of a genre of films that would come to be recognized as Indian parallel cinema. The film won the Best Human Document award at the Cannes Film Festival and brought Indian cinema into the international limelight. Ray’s film also marked the beginning of the resurgence of Bengali cinema, where films targeted educated and sensitive viewers.
While Indian parallel cinema was making a mark in the festival circuits, traditional Bollywood was gaining popularity overseas. Raj Kapoor, who both directed and acted in his films, played a key role in popularizing mainstream Indian cinema abroad. Kapoor’s film Awara (1951), dubbed in Turkish, Farsi, and Arabic, broke box office records in South East Asia and the Middle East. His films were also very popular in Russia and he reached such heights of popularity that the Russians paid tribute to him as one of great

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