Cambridge event to discuss Bollywood's global pull

Prasun Sonwalkar

London, Aug 14 (PTI) As the lure of Bollywood spreads
across the world, the University of Cambridge has decided to
hold an event to explore how the globalisation of Indian
cinema presents opportunities for the West.

The event, organised by the university's Centre for India
and Global Business in the Judge Business School, will feature
major figures in the entertainment industry in India and the
West.

Titled 'Globalisation of Indian Cinema: Opportunities for
the West', it will be held on 19 September.

The programme, which will coincide with the Cambridge
Film Festival, will explore how the Indian film industry is
going global, its various engagements with western players and
its long-term goals.

The event will focus on how Bollywood is implementing
transnational collaborations between Indian and Western film
sectors and how a sluggish American economy has led Hollywood
to court Indian film producers for funds.

Recent examples include the India-based Reliance Big
Entertainment's 1 billion dollars plan to co-develop and
co-produce movies with Hollywood heavy hitters such as Steven
Spielberg's DreamWorks SKG to feed the growing global consumer
demand.

Speakers include leading experts such as Patrick von
Sychowski, Chief Operations Officer, AdLabs, a Reliance Big
Entertainment Company; actor Anupam Kher; Parminder Vir,
Executive Producer and Media Consultant; and Partho Sen-Gupta,
an Independent film director.

The experts will offer experiences and consider whether
these collaborations are the beginning of a marriage of two
cultures, how to orchestrate transnational creative networks
and the opportunities they will create for the international
cinema industry.

Professor Jaideep Prabhu, the Jawaharlal Nehru Professor
of Indian Business and Enterprise at the university, said:
"Indian films have always enjoyed a large global audience. But
it is only recently that the Indian cinema industry has begun
to engage the Western film sector and vice-versa to pursue
mutually beneficial partnerships".

He added: "This transnational collaboration is poised to
gain more momentum in coming years. That's why we at the
Centre for India & Global Business are excited to host this
event to explore how large, as well as independent producers
and directors from India, US, and Europe, are joining forces
to reshape the global creative economy." PTI PS
DDC
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