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From Bombay to BollywoodThe Making of a Global Media Industry$
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Aswin Punathambekar

Print publication date: 2013

Print ISBN-13: 9780814771891

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814771891.001.0001

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Staging Bollywood

Staging Bollywood

Industrial Identity in an Era of Reform

(p.51) 2 Staging Bollywood
From Bombay to Bollywood

Aswin Punathambekar

NYU Press

This chapter considers the ellipsis in the title of the KPMG report—In the interval…But ready for the next act—as indexing a complicated and evolving terrain of media production, one marked as much by unpredictability as by a sense of certainty regarding the “next act.” The notion of interval in the phrase is understood as an interruption while the “next act” was readily imaginable. In relation to this analysis, the entire decade—from 1998, when the government granted “industry” status to Bombay cinema, until 2009—can be considered as a formative interval, wherein small-scale (often family-owned) companies rearticulated their industrial identities, while large corporations entered the film business only to find themselves contending with the limits of corporate logics in the Bombay film world.

Keywords:   media production, formative interval, Bombay, corporate logics, industrial identities

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