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Indo-US co-production "Marigold" that released worldwide to
mixed reviews may not be a wholly made-in-Hollywood Indian
pot-boiler. Nonetheless, given its international cast, crew and
financer it gives a taste of things to come as Hollywood studios
race to bring out nearly half-a-dozen Bollywood flicks.
Made by Hollywood director Willard Carroll, "Marigold" is a
cross-cultural romcom, in which Ali Larter, the star of the hit US
series "Heroes", teams up with the Bollywood superstar and
heartthrob Salman Khan.
Defined as the first significant Hollywood film to appropriate
Bollywood's unique style of filmmaking, with plenty of knowing
references for Bollywood buffs and enough savvy to engage
newcomers, "Marigold" hit the marquees Friday.
Indian and US critics have not been too kind to the film. But the
enthusiasm generated by the film in both countries is a clear
indication that the illusive crossover Bollywood success may well
be crafted by Hollywood itself.
Even if Carroll fails to find the Holy Grail, a wave of American
studios are waiting in the wing to produce their own kaleidoscopic,
song-and-dance Bollywood films.
Sony Pictures is already going to town with the rushes of its Hindi
film - "Saawariya" by filmmaker Sanjay Leela Bhansali starring two
Indian newcomers - Sonam Kapoor and Ranbir Kapoor.
"Over the next five years, I see five ruling studios, of which one
or two will be Hollywood studios. There could possibly be a Sony or
a Warner. They could completely get their act right, for all you
know, they are doing their paperwork right now and are making their
way," says well-known filmmaker Karan Johar.
Keen to make money in India, American studios are hoping to
increase their share of $1 out of the $20 spent at the box office
by climbing on the Bollywood bandwagon and not fighting it out. The
realisation has sunk in that only four percent of the Indian movie
market has been captured by the US movies. And it seems to be
aiming for at least 90 percent.
While the jury is still out on whether made-in-Hollywood studios
will be able to take Indian cinema to a non-Asian audience, Karan
is certain that Indian studios may not be able to.
He said: "Let's have no illusion. We can never dominate the North
American market. Let's not expect that the non-Asian audiences
will watch our films. UK does to a point, as the association goes
back a long way. If we think our movies are going to get 6,000
screen releases in North America, it isn't happening."
With movie audiences shrinking in America and swelling here,
Hollywood wants to tap into India's market.
Following Sony, Walt Disney has already partnered with leading
Indian studio Yash Raj Films to make animated movies for Indians.
The first film, "Roadside Romeo", due next summer, is a parable of
Indian inequality, featuring a dog abandoned by rich owners in
Mumbai and forced to brave its hungry streets.
And Warner Brothers is developing two Bollywood projects, including
one song-and-dance smorgasbord. The studio plans three to six
movies a year, all with Indian talent.
Paramount is also contemplating Indian productions. Unable to
dominate and conquer Indian market, Hollywood has been forced to
join us, simply because it couldn't beat us.
Recently, Dubai-based entertainment company Hollywood Studios
International signed a multi-picture co-production deal with
Mumbai-based Carving Dreams Entertainment. The two-year deal will
see both companies co-produce at least five films with a total
budget of $100 million.
The projects will feature Bollywood stars alongside Hollywood
talent and will be shot both in English and Hindi.
"This association gives us the opportunity to not only create
movies for global audiences but also build a bridge between
Hollywood and Bollywood," said the company's CEO Steven Saxton.
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Made in Hollywood Hindi films are not welcomed by all.
"I am terrified at the prospect of India selling its unique
Swadeshi industry of Bollywood, which has given pleasure and
inspiration to millions for a century, to a Rupert Murdoch or a
General Electric. What is in danger is not just our cinema but also
perhaps our intellectual freedom," says commentator Sarita Sarvate.
Already, Bollywood's hegemony has left regional films and talented
directors out in the cold. All over the world, a gap exists between
true artistic merit and box-office success but it widens to a chasm
here because of the absence of an alternate distribution system.
There are others who are not too perturbed and rather affirm that
Hollywood studios have an uphill task cut out for them. Conscious
efforts to mimic other genres and styles usually fall flat.
Industry watchers say that Hollywood-made Hindi movies will attract
a lot of attention at first simply out of curiosity to see one's
portrait painted by outsiders but will fizzle out.
Hollywood probably cannot succeed where Bollywood already has gone.
By the time Hollywood has a good copy, Bollywood will have moved on
to something just a bit different, and a bit more in touch with the
Indian population.
Who after all knows the Indian population better than Bollywood?
By Priyanka Khanna
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