Wednesday, May 10, 2006

Bollywood prepares for Cannes invasion

Bollywood's Aishwarya Rai arrived in Cannes Wednesday for the International Cannes Film Festival in May.

Aishwarya Rai arrived in France for the Cannes International Film Festival this month.
Aishwarya Rai arrived in France for the Cannes International Film Festival this month.

Studios in India plan an all-out assault on European markets hoping to sell Indian-style melodramas to a hefty film audience.

Despite its prodigious output, Bollywood has barely made a dent in Western markets as opposed to its success in a number of other countries.

In 2005, India made 1,000 films, more than any other country, but garnered only about 1 percent of global film revenues.

Indian films may falter because little effort is made to adapt them to non-Indian audiences. Typical Bollywood flicks feature spontaneous song-and-dance numbers that for the most part have disappeared from cinema in other parts of the world.

A few films have attempted to craft these numbers in a style somewhat similar to what appears in Western music videos.


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