India’s export gap with the world’s largest film exporter (United States) is getting smaller and smaller. As early as 2005, 74 Indian films were released in the UK, while the UK released only 61 local films.
“I recently watched a 2016 Indian film “She and His Story”. After reading it, I was very impressed. The film explored the hot topic of gender equality. The lines are very remarkable. Plus, I’ve watched the movie in the movie theater. “My God,” “Mysterious Superstar” and “Starting Line”, I see that Indian movies really resonate.” Chen Chen, a journalist who once lived in India, said so. She is an Indian film iron powder, an Indian film released in mainland China, the latest popular Indian film, and an Indian film that has received attention at the International Film Festival. She has come to look through various channels.
Not only the Chinese audience, but also Leo, who had seen the court in Italy (the best film of the 71st Venice Film Festival), was also filmed by Indian films. The film shows a death case in a nonsense, ridiculous plot and dialogue. A Mumbai sewer worker was found dead at his place of work. The cause of the death was actually a 65-year-old folk singer and activist. First song. The film examines how family backgrounds and classes create different values, achieve different societies, and become a model for literary and artistic reality.
“I am very much looking forward to the “Puppet Man” released in China in September this year.” Xiao Chen said. Indeed, Indian films have gained good reputation and box office overseas in recent years. Perhaps this is not unrelated to the diversity of Indian film themes, the reality of emotional resonance, the unique form, and the strong overseas release.
“Half loyal audience in the world”
Bollywood in India is one of the world’s largest film production bases, often compared to the Hollywood film industry in the United States. In fact, in addition to Bollywood, India has two other film and television bases: Tollywood and Kollywood. The Toledo Film and Television Base is located in Hyderabad, Central India, and its films are shot in Telugu. Conradow is located in Chennai, South. Toledo and Conley have also created many excellent Indian films for the world, especially literary films. In the past 10 years, more and more well-invested Indian films have been placed in the Western market. Films such as “Courageous Hearts”, “Indian Events”, “My Name is Khan”, “Robot Love”, “Three Stupid Bollywood” and other films have achieved good response in North America. Indian films have increasingly increased their participation in North America. Expansion of overseas markets.
In 2009, the film “Three Stupid Bollywood” (hereinafter referred to as “Three Silly”) received a global box office receipt of 710 million rupees (1 rupee or about 0.1 yuan), of which overseas box office accounted for half of the total box office. At that time, the highest record of Indian films overseas was successfully attracted to the attention of the global film market. In 2013, Chennai Express broke the record and earned a box office income of Rs 1.19 billion overseas. The best film of the 81st Academy Awards, “Slumdog Millionaire”, represents Bollywood’s closeness and catering to Hollywood.
Recently, the largest streaming media service provider in the United States, Netflix, claims that there will be 100 million subscribers from India, and the film and television content about India will also gain more audiences on the global platform of Naifei. More people in the world know and are familiar with Indian movies.
Not only in developed countries in Europe and the United States, in recent years, Indian films have also become increasingly shining in continents such as Asia and Africa.
According to the US magazine Variety, Eros Intl, one of India’s largest film studios in Mumbai, will present a film about the story of family cooks and professional women in 2016. He and her The story was distributed to African countries Côte d’Ivoire and Zimbabwe. The company also released its 2015 box office blockbuster “Bahoba Valley King” to Morocco, Tunisia and Europe in Africa. The crime drama “Spy Net” starring “King of the Rings” and Pelican Caopara was released to Central Asian countries such as Kazakhstan, Uzbekistan and Kyrgyzstan. In 2013, the Indian film “Cocktails” released in the former two countries received more than $100,000 in box office.
Another big film company in Bollywood, Yash Raj, filmed the film to Peru, Brazil, Romania, Kazakhstan, Turkey, Egypt, Portugal and Mozambique. It is also the first Indian company to distribute the film “Black Style” (2005) to South Korea. In 2014, the company’s “Phantom Car God: The Pirates of the Magic” was released in China and received nearly 20 million yuan at the box office.
Following the footsteps of Hollywood, Eros International also aimed at the Chinese market, such as the release of “The Extreme Agent 3: Ultimate Return” in China in 2017. In fact, as early as three years ago, the company entered the East Asian market, and its “Indian” produced $1.5 million in revenue in South Korea and Japan.
Eros International has announced a partnership with the Central Partnership of Russia’s film distribution company, Gazprom, to distribute Indian and Russian film and television content on its own multi-platform.
Data from the UNCTAD database indicates that India’s export gap with the world’s largest film exporter (US) is getting smaller and smaller, reflecting India’s strong performance in the world’s film export market. No wonder Western media wrote: “Bollywood has half of the world’s loyal audience.”
It is worth mentioning that the Indian film company has become an outsourcing base favored by international film companies. India has many advantages in undertaking film production outsourcing, including low labor costs, skilled use of English and relatively mature technology. Perhaps you don’t know, the Hollywood movie “Amazing 28 Weeks” and the British Independent Film Company’s “River Bank Story” are the late stage of a film company in Mumbai, India.
Why is it popular overseas?
Why are Indian films and Indian film companies popular overseas? There is no doubt that this is positively related to the global charm of Indian culture. During my life in India, I found that Indians love to watch movies and watch movies. The Indians are the “family mobilization” project. Indian film director Sah Dave Kumar Gupta once said: “Indian movies are both nightclubs and temples, both circus and concert halls, pizza and poetry seminars.”
Not only do overseas Indians strengthen their identity through the medium of film, but Southeast Asia, which is radiated by Indian culture, is also deeply influenced by Indian culture. It can be said that a global cultural circle has been formed on a global scale. For example, Indian sari, yoga and other traditional forms of national culture are particularly popular in the United States and Europe, and with the introduction of many trendy entertainment stars, more and more foreigners have a strong interest in Indian culture.
And the film is one of the ways to satisfy their curiosity about Indian culture, and the followers of these cultures have become potential audiences for Indian films. For example, the Indian film “乍喜乍悲” was released in South Africa for 6 weeks, and it surpassed the box office record of the Titanic. Especially the UK that once colonized India, is India’s largest overseas movie.
market. In 2005, 74 Indian films were released in the UK, setting a new record. There were only 61 local films released in the UK.
In addition, Indian films continue to exert influence overseas, and the Indian government attaches great importance to the development of the film industry. The Indian government has provided a loose market economy policy for the development of the film industry, forming a more flexible film industry operating mechanism and promoting the development of the film industry.
Of course, the internationalization of the Indian film industry is so successful, the most direct reason is the successful and effective overseas promotion.
Overseas promotion is ingenious
In the eyes of Indian film distributor Das, Indian film distribution companies are very strong overseas. Film distributor Reliance BIG Pictures, in the promotion of the film, not only to place movie advertisements in local media, but also to conduct detailed investigation and distribution of potential audiences, and then through a full range of publicity (including emails, posters, leaflets) , theme promotion activities, etc.) cover all target groups.
Luo Yan, a Chinese film research scholar, concluded that in order to improve the international affinity of the film, Indian films use a lot of English and adjust the film to adapt to overseas demand. According to statistics, 49 of the 81 Hindi films that received more attention in 2009 used English titles. In India, songs and dances are generally about 180 minutes long or longer. In order to meet the habits of overseas audiences, the song and dance fragments in the film are shortened. For example, “Kite” released in 2010, issued two versions of 124 minutes and 90 minutes for local and overseas.
For example, starting from “Three Silly”, in order to facilitate the acceptance of movies by foreign audiences, Indian films have reduced traditional song and dance fragments, or cut short songs and dances, or set up songs and dances in conjunction with the plot. Indian films put aside their obsession with their own film traditions, and made themselves suitable for international communication while retaining their original qualities.
“Indians know how to use the International Film Festival to promote Indian films. India is the country with the most film festivals in the world. According to incomplete statistics, India holds more than 10 international film festivals every year, and there are countless domestic film festivals.” Luo Yan Say.
It is reported that there are three more influential international film festivals organized by the Central Government of India: First, the Indian International Film Festival, India’s largest and most influential international feature film festival, the first in 1952, the earliest film in Asia. The second is the Mumbai International Film Festival, which began in 1997. It is a documentary, short film and cartoon film festival. It is the only international film festival in India sponsored by professional film institutions. The third is the International Children’s Film Festival in India. One year.
The Indian film industry is also keen to hold a film awards ceremony overseas to win the attention of the international film industry and the media. For example, since 2000, the “International Indian Film Academy Awards” awarding ceremony, which has been held in the United Kingdom, South Africa, the Netherlands and other countries, is known as the “India Academy Awards”. The main purpose is to promote Indian films overseas. At the ceremony, Bollywood’s biggest names gathered, attracting a lot of eyeballs and achieving the purpose of the film.
For the internationally renowned film festivals, the Indian side is also actively participating. The most important are the three major film festivals in Cannes, Berlin and Venice. Each time, many films are selected and participated by famous movie stars. In recent years, Indian films have also actively participated in international film festivals outside the three major A-level international film festivals. For example, the story film “The Hot” of three rural women in India participated in the 2015 Toronto Film Festival and the 2016 London Film Festival.
In addition, a large number of films in India entered the international market through co-production channels. India has signed film co-production agreements with Germany, Italy, Brazil, the United Kingdom and other countries. On the one hand, it makes it easy to co-produce movies with these countries, and it can enjoy preferential treatment in the local area. On the other hand, co-productions are more attractive in the local market. Force, get better box office results.
In short, the overseas market performance of Indian films has benefited from the successful implementation of a series of international market development strategies such as international cooperation, hosting or participating in film exhibitions, investment or mergers and acquisitions of foreign film companies, and focusing on the development of the “Indian Cultural Circle” market.
“Mi Shu” in China
In mainland China, with the release of “Sudan” and “Cushman” in September 2018, Indian films continued the “surprise” brought to the Chinese audience in 2015.
If the Indian master film directors such as AR Raman, Resul and Majid Majidi, and Mila Nair gradually established their reputation in the Western world, then in China, the most famous Indian filmmaker, non-Amir Khan (China) Fans are nicknamed “Mi Shu”).
Letting most Chinese fans know and love Amir is undoubtedly the “Three Silly” in 2009. Many of the “Chinese after 90” Chinese audiences are also the “Three Silly”, knowing that Amir is also because of the film. The genius “Rancho” – Amir said in an interview: “I am also very similar to Rancho, as curious as he is, and willing to help people.” This comedy that whipped the Indian education system triggered a test. The collective resonance of the education-stricken audience throughout Asia.
The film rarely made a good box office in East Asian countries, becoming the highest-paid film in the overseas market of Indian Bollywood films at that time – overseas income of up to 25 million US dollars. In May 2012, the film became the first Indian film to be officially screened on YouTube.
In 2015, Amir starred in “My God” (Indian film called “PK”) was released in mainland China, and won 32.6 million yuan at the box office in the first weekend. And the total box office in China is as high as 1.3 billion yuan in “wrestling! Dad, also starred by Mi Shu.
“Wrestle! Dad, “Mysterious Superstar” and “Starting Line” and other Indian realist films have gained good reputation and box office in mainland China. Perhaps this is also the success of the localization strategies of film distributors; perhaps, the gender equality, urban-rural gap, and uneven educational resources reflected in these films are for Chinese audiences facing the same social problems. Natural intimacy and resonance. As the film critic Mei Xuefeng said, several Indian films called and sitting in China are more brave than the mainstream domestic films. They dare to really touch the real pain of this era and dare to reflect the real problems of this era. Their creators slammed the chills, snobbery, and bastards of reality, but they showed a strong optimism and innocence, which was quite touching.