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p. 955. Bollywoodlocked

  • Ashish Rajadhyaksha

Abstract

Indian cinema has historically assumed that its enormous local impact disqualifies it from imagining an audience beyond the domestic one. ‘Bollywood’ explains, however, that there has been—and still is—an elusive fugitive, global audience. But why are only 15–17 per cent of Indian films commercially successful? Who is making all the money? The criminal underworld of Bollywood is described along with the attempts to clean up the industry. An important marker occurred in 2006, when the very character of the Indian state appeared to have been transformed, and with it, its attitude to its cinema industry. It was important that India’s ambitions for globalizing its economy coincided with the digital revolution.

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