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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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“It’s All about Knowing Your Audience”

“It’s All about Knowing Your Audience”

Marketing and Promotions in Bollywood

(p.79) 3 “It’s All about Knowing Your Audience”
From Bombay to Bollywood

Aswin Punathambekar

NYU Press

This chapter discusses the changing industry structures in Bombay, particularly the emergence of marketing and promotions of film marketing as a key domain in Bollywood. The television and advertising industries during the 1990s and the related loss of a readily imagined “national audience” led to the emergence of marketing as a site of knowledge and decision-making power in Bollywood, and altered how the audience was imagined and constructed. These ongoing changes in the domain of film marketing are emblematic of broader reconfigurations of relations between capital, circuits of information, and forms of knowledge regarding the audience in Bombay's media world. Moreover, marketing and promotions emerged as practices that allowed the film industry to negotiate the transition to new circuits of capital that had redefined Bombay's media world throughout the 1990s and early 2000s.

Keywords:   Bombay, Bollywood, film marketing, film industry, promotions

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