From Ghetto to Mainstream


in Travels of Bollywood Cinema

Published in print February 2012 | ISBN: 9780198075981
Published online September 2012 | e-ISBN: 9780199081523 | DOI:
From Ghetto to Mainstream

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This chapter traces the migration of Bollywood from the ‘ghetto’ market of the Indian descent population in South Africa to the ‘crossover’ market of mainstream cinemas, the national television broadcaster, and pay-TV. Drawing on Rajadhyaksha's idea of Bollywood as a media assemblage, it sheds light on a number of activities attesting to Bollywood's presence in South Africa, such as the use of South Asian locations, influence of the Bollywood style of filmmaking on South-African filmmakers of Indian origin, and India-South Africa collaborations in film production.

Keywords: ghetto market; Hindi films; South Africa; film collaborations; film production

Chapter.  7418 words. 

Subjects: Literary Theory and Cultural Studies

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