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Bollywood dance
\"Step into the vibrant world of Bollywood! Discover the rich history of Bollywood dance, its origins in Indian cinema, and how it blends traditional Indian dance with modern moves to create a unique and electrifying style. Learn about the various dance techniques, the importance of expression, and the cultural significance of Bollywood dance in storytelling\"--Page 4 of cover.
CHILDBOOK
To be or not to be
Indian Cinema fondly referred to as Bollywood, has remained the cultural barometer of the country while being a powerful medium of entertainment articulating contemporaneous societal and medical issues. Particularly, the portrayal of mental illnesses remains an interesting yet under-studied domain to-date. Initially projected as synonymous with madness or insanity, psychiatric conditions gradually metamorphosed to more rational screen reflection. This article analyses the portrayal of the mental illness in three Hindi feature films (Omkara (2006), Haider (2014), Maqbool (2003) by Vishal Bhardwaj) that were based on the screen adaptations of Shakespearean Tragedy namely Othello, Hamlet and Macbeth, respectively. Through this phenomenological deliberation, we discuss how these movies in their own style and expressions have embodied mental illness in a hitherto unexplored way. Using extended case studies, we qualitatively investigated how the spectrum of mental illness was depicted; how these representations operated within cinematic narratives; whether the characters presented as an ideal; and, how the idea of the mental illness was an important construct for rendering structures comprehensible according to commonly held cultural understandings. Overall, we found, mental illness representations were characterized by a multi-dimensional morality; accompanied by gloomy structures with social chaos. Such adaptation of Shakespeare in the Indian context brings to light how mental illnesses is still perceived in India.
Journal Article
From heroes to villains: Muslim men in Bollywood
This article analyzes prominent Hindi films between 2008 and 2023 to explore Bollywood’s representations of Muslim masculinity from a global perspective. Specifically, this article compares films before and after 2014, the year when the Bharatiya Janata Party (BJP) won India’s General Elections, to illuminate a crucial shift in Bollywood’s representations of Muslim masculinity. The article will demonstrate that Hindi films between 2008 and 2014 offered multi-textured portrayals of Muslim men on the big screen. In an era when Hollywood and North American television portrayals demonized Muslims, prominent Bollywood films not only celebrated Muslim masculinity but also highlighted the stigma faced by Muslim minorities in the West. Predominantly, Muslim characters in the pre-2014 period embodied a combination of hard and soft masculinity, demonstrating traits such as strength, dominance, and resilience, but also empathy and affection. Above all, these films showed Muslim men as relatively complex characters, capable of emotional growth and making positive contributions to society. However, the rapid growth of anti-Muslim rhetoric in India’s political discourse following 2014 can also be seen in South Asia’s leading film industry. In recent years, Bollywood has predominantly portrayed Muslim men as irredeemable characters. Prominent films depict Muslim men as irrational fanatics, barbaric militants, or deceitful lovers. This article demonstrates how Bollywood has started to reconfigure prominent Orientalist themes to denigrate Muslim masculinity for an international audience. In doing so, we explore the emerging relationship between Western and Indian Islamophobia.
Journal Article
Movie-Induced Tourism for Bollywood: Event Study-based Analysis
Movie-induced tourism is significant for destination marketing. Although various studies have analyzed movie-induced tourism in the past, none of the earlier studies have investigated the movie-induced tourism for Bollywood movies. The present study fills the gap and examines the movie-induced
tourism for Bollywood movies. The data has been collected for a total of 86 Bollywood movies, and the tourist location it promotes in the movie. The study further employs the event study methodology to understand the influence of the release of the movies on the number of tourists visiting
the particular location. The results of the event study suggest that the tourism of a specific place is highly influenced by the movies and thus validated the movie-induced tourism for Bollywood movies. The findings of the study could be used to promote lesser-known regions by portraying them
in Bollywood movies and then by subsequent promotions.
Journal Article
The making of box-office collection: qualitative insights from Bollywood
PurposeThis study explores the making of box-office collection using the Indian film industry, Bollywood, as a case.Design/methodology/approachThis study conducts in-depth interviews with cinematic experts in the Indian film industry and analyzes the interview transcripts using thematic analysis.FindingsThis study uncovers several noteworthy findings. First, films that drew both general (MASS audience) and niche (CLASS audience) viewers dominate the box office. Second, viewers prefer to see films that are based on true events, and their engagement will be deeper if the subject of the film resonates with them. Third, stakeholder share is variable and changes over time. Fourth, the marketing budget for a film is typically higher than its production budget, and it is determined by the producer's financial resources. Fifth, the dominance of big over small banner films motivates the latter to pursue online rather than cinematic releases. Finally, Internet access creates value and returns on investment through sales of satellite and musical rights, while strategic promotion and distribution reap maximum benefit for box-office collection.Originality/valueUnlike past studies that rely on secondary data, this study uses primary qualitative data to explore the making of box-office collection. This study also focuses on an alternative film industry, Bollywood, as it is a vast context that remains underexplored.
Journal Article
Innovation in social media strategy for movie success
Purpose The purpose of this paper is to examine how movie studios develop an integrated social media strategy to achieve box office success. Departing from prior studies which focus on single social media platforms, this study examines the role of integrated social media promotion strategy using multiple social media platforms on movie success in the Bollywood movie industry. Design/methodology/approach This study adopts an in-depth and comprehensive case study approach to examine the promotional strategies adopted through YouTube, Facebook and Twitter throughout the life cycle of the movie and its impact on the box office success of the movie. Findings The study provides three major findings. First, the social media promotional strategy was centred on developing appropriate content to match the unique characteristics of the social media platforms. While Facebook was utilised primarily to connect audiences through organising fun events, Twitter was used to retweet the positive word-of-mouth generated from the audiences. Second, emphasis on promotional strategy through social media platforms in the post-release stage of the movie was found to be equally important as the pre-release stage. Finally, the social media platforms were utilised to develop emotional connection with the audience by promoting the content through which the audience identified themselves with the main protagonist of the movie. Originality/value This study is among the very few studies which examines the role of integrative social media strategy on the box office success in the movie industry. This study emphasises the way firms can utilise the synergies across different social media platforms to achieve success in the movie industry.
Journal Article
What Bollywood can teach about English as a Lingua Franca
The primary goal of this paper is to highlight India’s global linguistic influence, focusing on English’s role in Bollywood and the ways Bollywood films can enrich English as a Lingua Franca (ELF) classrooms. English in India has evolved beyond its colonial past, becoming deeply woven into both individual and cultural identities. In this context, Bollywood emerges as a compelling medium through which to understand the modern, adaptive use of English and offers educators an opportunity to investigate how one of the world’s most influential media forms fluidly reinterprets English. Furthermore, by exploring Bollywood, students are encouraged to reflect on their own media environments and consider the role that English plays in shaping expression and cultural identity. This interplay between language and media not only illustrates the transformative power of English today but also invites learners to engage critically with the global narrative of self-expression.
Journal Article
FROM KABULIWALA TO KESARI
Indians and Afghans have shared memories, cultural and historical linkages. Besides Kabul being a part of the Mughal Empire for a long time, more than half of the Pashtuns living to the east of the Durand Line were part of undivided India (present-day Pakistan) during the British rule. With most Indian cities having significant Afghan residents, Afghans/Pashtuns got special attention in popular narratives, including in Hindi films. In movies like Kabuliwala (1961), Khuda Gawah (1992), Kabul Express (2006), Kesari (2019), and Panipat (2019), Bollywood has presented different shades of Afghans on celluloid. The popularity of Indian films among Afghans is well known, but there is hardly any academic deliberation on the representation of Afghans in Hindi films. Drawing upon Stuart Hall’s Representation and Edward Said’s Orientalism theories, the paper seeks to fill this gap. Using a semiotic approach and critical discourse analysis this paper flags the tropes of misrepresentation of Afghans in Hindi films. This paper foregrounds the majoritarian discourse around Afghans in the popular imagination in India drawing upon the binaries of loyal/traitor, rational/brutal, benevolent/vengeful, patriots/potential dangers, and sophisticated/tribal. The paper concludes that Islamophobia and the larger anti-Muslim rhetoric playing out in India have contributed to the vilification of Afghans on screen even though the two countries shared cordial political relations.
Journal Article
From Bombay to Bollywood
From Bombay to Bollywood analyzes the transformation of the national film industry in Bombay into a transnational and multi-media cultural enterprise, which has come to be known as Bollywood. Combining ethnographic, institutional, and textual analyses, Aswin Punathambekar explores how relations between state institutions, the Indian diaspora, circuits of capital, and new media technologies and industries have reconfigured the Bombay-based industry's geographic reach. Providing in-depth accounts of the workings of media companies and media professionals, Punathambekar has produced a timely analysis of how a media industry in the postcolonial world has come to claim the global as its scale of operations. Based on extensive field research in India and the U.S., this book offers empirically-rich and theoretically-informed analyses of how the imaginations and practices of industry professionals give shape to the media worlds we inhabit and engage with. Moving beyond a focus on a single medium, Punathambekar develops a comparative and integrated approach that examines four different but interrelated media industries--film, television, marketing, and digital media. Offering a path-breaking account of media convergence in a non-Western context, Punathambekar's transnational approach to understanding the formation of Bollywood is an innovative intervention into current debates on media industries, production cultures, and cultural globalization.Aswin Punathambekaris Assistant Professor of Communication Studies at the University of Michigan-Ann Arbor. He is the co-editor ofGlobal Bollywood(NYU Press, 2008).In thePostmillenial Popseries
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