¶ … viewer ship of Hindi Films with respect to the Non-Asian population in the UK
The Hindi film industry or the 'Bollywood' as it has been referred to have made a significant mark not only in the Indian society, but has had far reaching influence among Indians residing abroad. We shall concentrate on the Hindi films in the UK with respect to the resident Indian population. The United Kingdom alone accounts for about a sizeable Indian population. It is only natural that Bollywood movies find a thriving and a huge revenue generating market in there. Hindi films have made a long standing presence in the British cinema houses for close to about thirty years now. This in itself is a notable achievement. It not only indicates the huge 'desi' presence in the United Kingdom, but also highlights the huge market and enthusiasm for films 'manufactured in bollywood.'
In addition to the massive fan falling that is a standard attribute of many movies that are 'home-made', a good number of those have done extremely well in the box office grossing very appreciable overseas revenue. Though there has been as very rosy picture painted about the performance of Hindi films in the United Kingdom, there have also been some instances of dire failure and flops that have almost made the typical 'Hindi film' slide down the charts. During the 1980s, the bollywood film industry witnessed a huge fall in its ability to project its productions successfully over the United Kingdom. It is not clearly known whether this slowdown is attributed to quality or mere change in viewer preferences. Nevertheless, bollywood films made a raging comeback by the turn of the decade. Ever since, marketing and promotion programs have been a very carefully planned and publicized operation. Promos and premiers have become star studded events that are often coupled with excellently designed public relations strategy.
Expectations run high among the 20 million strong Indians based in the United Kingdom and the United States of America. Indian producers target the young and up market crowd. This is the case since most movie buffs originate from this category. It is a strange coincident to note that a good number of bollywood films that are being produced also depict a typically well-to-do 'desi' family settled abroad. This is known to create a fairly good impact among Non-resident Indians as they often relate the silver screen icons to be one among them and the portrayed theme to be much a part of their own lives. Finding the moving images of the celluloid synonymous to their own lifestyles makes the crowd throng to watch the extensively foreign flavored Indian movie coming across the oceans.
It is quite interesting to note that the UK audience rates music to be an integral part of the movie. It is little wonder that the 'music' struck in the movie could itself be an exerting influence that calls for watching the movie. A large part of the success or failure of a bollywood movie is attributed to its genre. The UK audience is known to be very particular with regards to the casting of a film. In the backdrop, it is a preconceived notion however that established actors and actresses do bring about a great deal of success. The releases of successes of Hindi films in the UK in the last few years has proved to be a promising source of revenue for the bollywood film industry back home in India. As a streaming consequence, money from overseas sales has become a significant chunk of income that any movie makes. In many cases overseas income is as high pitched as 70-80% of the income from India.
It is not very surprising therefore to note that many popular films do well abroad than back at home. High ranking stars of the industry have little to do to portray a well orchestrated yarn in the movie which in turn would go a very long way in wooing the crowd to watch it. With the passage of time bollywood films have earned a rare distinction of being 'home-made and successful-overseas.' The overseas market has hence been a very lucrative avenue for the star studded Hindi movie. A good mix of performance, appealing collection of tracks and extravagant ambiance go a long way to help the Hindi film gross a respectable success in the UK box office. The bollywood movie remains a representation of Indian culture, values and tradition thus creating more than just an emotional impact upon the average Non-Resident Indian...
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