Indian films are slowly gaining momentum in the International market and in a span of more than a decade, many Bollywood celebrities have become global faces who represent the jazzy and glamorous world of Hindi film industry abroad. With increasing attempts to break into the International market and in a bid to create an identity and establish itself as a renowned source of artistic and creative cinema, Bollywood has now even managed to enter the closed market of China.
Despite Bollywood being the second largest film industry globally, it has taken the producers and distributors a lot of efforts to enter the Chinese market. We at Bollywood Hungama are now trying to analyze the reason behind the changing trends, the current scenario of Indian cinema and what are the future plans to penetrate this newly discovered Chinese market.
Trade Analyst Taran Adarsh believes that there has been a change in the perception of Indian cinema in China and probably that is the reason behind this sudden surge of Bollywood films here. "Now, Bollywood has a lot of elements that are at par with the international standards like the finish, the sound system, the quality of movies or the kind of content. We are just giving them a taste of Bollywood right now."
And giving us a whiff of that success is Dhoom 3 which released in China last week on July 25. Being an action drama, this multi-starrer featuring Aamir Khan, Katrina Kaif, Abhishek Bachchan and Uday Chopra has been breaking records all over China by entering the Chinese Top 10 charts at the ninth position. The film has already made a collection of $1.35 million during the three day weekend thus beating its competitors including the Chinese romantic drama No Zuo No Die.
However, describing this as 'very tiny steps', Taran further adds, "Prior to this, the Chinese audience have been watching their own films or Hollywood movies. Bollywood is never a market they would go for but right now, we are making them aware of the kind of films we are producing and may be in the next decade we will find a lot of Bollywood films making their way into the market."
In a bid to capture the International market, Bollywood's most popular production house, Yash Raj Films has decided to tie up with the local Chinese distributor HGC Entertainment. Says Avtar Panesar, Head of International Operations