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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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“Multiplex with Unlimited Seats”

“Multiplex with Unlimited Seats”

Dot-Coms and the Making of an Overseas Territory

(p.113) 4 “Multiplex with Unlimited Seats”
From Bombay to Bollywood

Aswin Punathambekar

NYU Press

This chapter analyzes how dot-com companies mediated Bollywood's imagination of an overseas audience. Building on the analysis of film-television relations in the previous chapter and tracing changes in the structure of film distribution and exhibition, it demonstrate how dot-com companies positioned themselves as “knowledge brokers” who could reconfigure a geographically vast yet vaguely understood overseas territory into a well-defined Non-Resident Indian (NRI) audience. These companies played a crucial role in the broader project of reshaping Bollywood's geography of operations by positioning the media industry as capable of imagining and institutionalizing an overseas audience and asserting their value in both aspirational (the Web as an index of globality) and strategic terms.

Keywords:   Bollywood, knowledge brokers, Non-Resident Indian, dot-com companies, globality

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