Can Bollywood Go Global?

Case Analysis: Managerial Communication II
Section A

Submitted By
Ankur Jain
0069/52

Executive Summary
The movie Industry came into being towards the end of the 19th century and it has grown steadily over the years, incorporating several changes in its outfit and presentation. From the French beginnings, to the British influence and then the American dominance after the 2nd world war, the entertainment industry has seen it all.
Bollywood, the Hindi-language industry in Mumbai is considered by many to be the heart of the Indian film industry. Although the format of Bollywood films has changed over the years, a typical film is melodramatic; long (three to four hours); filled with song and dance numbers, elaborate sets, and brightly colored costumes; and based on traditional values such as family and religion.
India is the largest producer of films in the world and very old film industry in the world which originated around about 103 years ago. In 2009 India produced a total of 2,961 films on celluloid that includes a staggering figure of 1,288 feature films. Indian film industry is multi-lingual and the largest in the world in terms of ticket sales and number of films produced. However, due to high taxes and low prices, It ranks 5th largest in terms of revenue. The industry is supported mainly by a vast film-going Indian public, and Indian films have been gaining increasing popularity in the rest of the world—notably in countries with large numbers of expatriate Indians.
For Indian film makers, reaching out to audiences outside of India seemed to be a lucrative route to take. Going global could translate into greater sales, higher profit margins and added visibility. However, globalization did not come without its problems. Many wondered how much of the content of Indian films would need to be changed if they were to