Chapter

Marketing, Hybridity, and Media Industries

KAVITA KARAN and DAVID J. SCHAEFER

in Travels of Bollywood Cinema

Published in print February 2012 | ISBN: 9780198075981
Published online September 2012 | e-ISBN: 9780199081523 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780198075981.003.0015
Marketing, Hybridity, and Media Industries

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This chapter shows that the Indian film industry displays a far greater internal segmentation than ever before with films niche-marketed for a particular class, caste, gender, or ethnicity, within and outside the nation. Borrowing categories of Ritzer's concept of the grobal and the global, it argues that a key element in the internationalization of films is to draw upon global trends to market global trends for maximum box-office returns and show how the exogamous element increases in the films of the 1990s.

Keywords: Indian film industry; Indian films; internal segmentation; global trends; internationalization of films

Chapter.  6564 words.  Illustrated.

Subjects: Literary Theory and Cultural Studies

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