ISAS Insights

Long considered one of India's biggest cultural exports, Hindi films have been able to penetrate global consciousness in ways that most tourism ministries could only dream of. They are one of the most popular forms of entertainment not only within South As ia but also in countries outside with large South Asian D iaspora populations such as the United Kingdom and the United States. Even in countries as diverse as Nigeria, Malaysia, Indonesia, Egypt and Iran, Hindi films have garnered strong following among lo cal audiences through their unique brand of entertainment. However, the highly romantic depictions of love, ostentatious wedding sequences and melodramatic family feuds that such films are known and loved around the world for may become less and less visib le in the future. Hindi film studios are beginning to create and market their films in an increasingly Hollywood - like way in the hope of building bigger international audiences and generating even greater revenue from overseas releases.