Earlier this week, in a post I postulated that, “in 10 years, it (Bollywood) will be the 2nd largest entertainment hub exporting movies, music, and fashion to the rest of the world”.
Based on today’s experience, it may already be happening. As we (Pooja and I) were walking along the Marina in Cabo San Lucas at 11 AM, we heard the tune of Churake Dil Mera. We turned around and it was playing in Puerto Paraiso, Cabo’s best mall. We were the only Indian’s around, and it wasn’t for our benefit. Apparently, the Mexicans listen to hindi music!
When I got back to the hotel, I did some research, and international sales already account for 15-25 % of Bollywood ticket sales. And movies are exported to over 100 countries. However, the current market is largely NRIs (Non Resident Indians). What my Cabo experience indicates is that Bollywood may be developing a broader appeal.
Nirpal Dhaliwal of the Guardian UK argues that cultural differences make it impossible for Indian movies to appeal to a Western audience. Even if that is the case, there are large markets in South America, Africa and Asia where there are tremendous cultural similarities. In fact, the one thing that struck me through our trip to Cabo is how similar Mexico is to India, just cleaner. Hindi movies with Spanish sub-titles/dubbing could be a huge hit across Latin America.
What do you think ?