Bollywood prepares for Cannes invasion
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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