New PDF release: Bollywood in Australia: Transnationalism & Cultural

By Andrew Hassam; Makarand Paranjape

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Crossing over: a case study In the first place, the ‘Bollywoodisation’ of Indian cinema in Australia clearly underscores the influence of global media fashions in the US and UK upon the Australian market. As part of these trends, Englishlanguage movies such as Moulin Rouge! (2001) or The Guru (2002) have plagiarised (and thus popularised) Bollywood movie stylistics, as have broadcast advertisements in Australia for yoghurt and cars. So, whilst 33 Bollywood in Australia a mainstream audience for Indian movies remained putative during 2003–2005, when the following case study was conducted, the profile of Indian films had undeniably been heightened within the intertextual and transnational media sphere operating across Australian society.

While it is not as simple as it was with the celebration of Bollywood in the UK to claim that ‘brown has become the new black’ in Australia,10 it is none the less clear that something, or indeed, several kinds of ‘something’ are occurring. What precisely that is remains to be seen, but what can be done with it is a preoccupation of this chapter. All the events and occurrences mentioned thus far are public manifestations of Bollywood. On the face of it, they are activities and experiences that are open to all, taking place within the public sphere.

Winter identifies the minor hurdles to be overcome as adjusting movie length and making the song sequences accessible to a Western viewer. A more serious obstacle is the poor fit in market terms between the audiences already inclined to consume foreign-language films and audiences oriented around the kind of commercial entertainment typified by the Bollywood film: Where they are inaccessible is foreign language for a start, so you’ve got a foreign language film but it is obviously clearly commercial.

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