Bollywood Integration

I do enjoy myself a good quality movie. But as my interests in cinema continue to grow, so too does the movie industry. Foreign films are becoming more popular and along with this, so too are the cultural integrations into popular film. This is referred to as transnational film which is creating a greater shift in the global film culture. According to Schaeffer and Karen (2010), the mixture of both global and local elements are utilised to appeal to varying audiences tastes and trends. The development of transnationalism can be linked with significant events such as the end of wars, the development of technology and globalisation. Of course the development of technology is in my opinion the largest contributing factor toward the increase in popularity of foreign films. Without this technology, we would not be able to easily access movies from half way around the globe at a click of a button. We are all so switched on and more aware of what is happening globally and especially in the movie industry.
An example I like to use when referring to hybridity within transnational film, is the film of Avatar directed by David Cameron exemplifies the relation of the characters within the film to Hindu gods through their blue coloured skin, surroundings and costuming. Cameron’s utilisation of other cultures lets him tell a story and in my opinion should not be thought of as theft but rather the use of other cultural aspects to illustrate a story.
As Bollywood films become increasingly popular, so too does the incorporation of cultural aspects of Indians. This is illustrated within choreography in well-known dance television shows, advertisements and even figure skating routines. The way Indian culture is portrayed tends to be through costuming and music depicting a strong connection with that particular culture. It enables the audience to experience a little bit of the strong culture and associate with it as a new and exciting way of approaching performances and advertisements.
In today’s society we are receiving more options for things that previously would have been limited to us. Could you see your grandparents growing up watching Bollywood or Asian films? Possibilities today are endless with transnational film and the way in which we are exposed to more cultures which I think creates greater awareness and acceptance of other cultures.
Karan, K and Schaefer, DJ (2010) ‘Problematizing Chindia: Hybridity and Bollywoodization of popular Indian cinema in global film flows’ Global Media and Communication Vol 6: 3, pp. 309-316