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INDIAN FILMS IN GLOBAL CONTEXT - MONEY OR CREATIVITY!

‘Art does not go global because its creator is consciously working towards a worldwide
impact.’ It ought to be straightforward to present a description of the ‘world’s biggest film
industry’, but Indian film scholars find it difficult to come to terms with its diversity and
seeming contradictions. The biggest single mistake that non-Indian commentators make is
to assume that ‘Indian Film Industry ’ is the same thing as Indian Cinema. It is not. The
Indian film industry is always changing and as traditional cinemas close in the South and
more multiplexes open, there may be a shift towards main stream Hindi films. But the South
is building multiplexes too and it is worth noting that Hollywood distributors have started
to release films in India dubbed into several languages. India's various popular cinemas are
not all alike, and the differences among them are not restricted to language. They address
different identities; the language communities sometimes transcend national boundaries, as
when Tamil cinema is followed avidly in Malaysia. "Bollywood" is a recent, global
appellation, but mainstream Hindi cinema tried to address national concerns even under
colonial rule. When the English-spoken media in India clamour for a better quality of
cinema, what they desire is a cinema that is forged in the Western tradition of storytelling
and narrative.