From Bombay to Bollywood
The Making of a Global Media Industry
Publication Year: 2013
Published by: NYU Press
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This is a book about connections and networks that span multiple spaces and places in the world. Through the long process of reading, learning, and writ-ing about transnational media spaces, the numerous material, intellectual, and emotional debts I have accrued also span many places and times.Thanks first of all to Anandam Kavoori, whose kindness and encourage-...
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In May 1998, the Indian government transformed world media by granting Bombay cinema “industry” status. It was a remarkable decision, given the history of the state’s relationship with popular cinema. Even though Bombay had emerged as a major center of film production during the 1930s and 1940s, the Indian state did not regard filmmaking as an important industrial activ-...
1 Bollywood Is Useful: Media Industries and the State in an Era of Reform
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Held in the “grand ballroom” of the five-star Renaissance Hotel in subur-ban Bombay, the inauguration of the FICCI-FRAMES 2009 convention was a lavish affair that opened with Amit Mitra, the Secretary-General of FICCI, inviting the Minister of State for Information & Broadcasting and External Affairs, Anand Sharma, on to the stage to light a lamp—a widely practiced ...
2 Staging Bollywood: Industrial Identity in an Era of Reform
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In many respects, the filmic exemplar for Bollywood in a phase of transition is Rommy Rolly, one of the central protagonists in Luck by Chance (2009), a film that takes an affectionate and at times critical look at the workings of the film industry in Bombay. Written and directed by Zoya Akhtar, daughter of established screenwriter Honey Irani and acclaimed lyricist and screenwriter ...
3 “It’s All about Knowing Your Audience”: Marketing and Promotions in Bollywood
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In April 2004 the Times of India began publishing a comic strip featuring two characters named Hum and Tum. As soon became clear to readers across the country, the comic strips were part of a marketing campaign for a film produced and distributed by Yash Raj Films (Hum Tum, 2004, You and Me, dir. Kunal Kohli). The marketing team at Yash Raj Films had, in what ...
4 “Multiplex with Unlimited Seats”: Dot-Coms and the Making of an Overseas Territory
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...“So tell me, you left India for work or for higher studies?” asked Saleem Mobhani, cofounder of the highly popular and successful Bollywood web-site indiafm.com, a division of Hungama.com and recently rebranded as Bollywoodhungama.com. We were in a conference room in the office of Hungama.com, one of the few media and entertainment portals in India to ...
5 “It’s Not Your Dad’s Bollywood”: Diasporic Entrepreneurs and the Allure of Digital Media
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In June 2003 the publicity event for Rajshri Productions’ film Main Prem Ki Diwani Hoon in New York City was attended primarily by journalists and public relations professionals working for various South Asian newspapers, magazines, and popular diaspora-centric web portals like Sulekha.com. The entire event lasted a hour, and went largely unnoticed by anyone besides this ...
Conclusion: Fandom and Other Transnational Futures
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I began this book with an account of a spectacular media convention designed to celebrate Bollywood’s growing prominence in the world. Held in Bombay and attended by industry professionals, policymakers, and bureau-crats from across the world, the 2009 FICCI-FRAMES convention seemed to mark Bollywood’s arrival on the world stage. Yet as we saw, discussions at this ...
Appendix 1: Profiles of Key Bollywood Companies
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Appendix 2: Top Box-Office Successes, 2000–2009
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About the Author
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Aswin Punathambekar is Associate Professor of Communication Studies at the University of Michigan–Ann Arbor. He is the co-editor, with Anandam ...
Page Count: 272
Publication Year: 2013