Bollywood goes around the world

From Italy to Shanghai, Moscow and New York, movies from various B-town production houses have been creating a buzz at international film festivals.
Film-makers say more Bollywood films are now going to international festivals ��� both the better-known ones and the smaller gatherings ��� because these events serve as a platform to get recognition and attract new audiences.
Director Anurag Kashyap points out that Indian movies have played an important role in the effort to make India known in the entertainment sphere abroad. ���These festivals not only put our films on the global map, but open new avenues for film-makers to display their art,��� he says.
For Ashutosh Gowariker, it was all about screening his film before a huge audience. ���It���s not often that a movie���s release coincides with a prestigious festival. We premiered What���s Your Raashee? at the Toronto International Film Festival, where 64 countries showcased their movies before nearly 3 lakh people,��� he says.
Director Madhur Bhandarkar believes it���s the changes in Bollywood that have driven this trend of showcasing our films at international fests. ���The new breed of Bollywood films that has done the trick. Being invited to screen your film at such festivals is the first sign of acceptance for this new trend,��� he says.
As far as production houses are concerned, they look at participation in these festivals as a means to explore and expand their market. ���In recent times, there���s been a greater realisation of the importance of the international market. For commercial Bollywood films, these festivals are marketing hubs, a PR activity to give films a pre-release boost. But for regional and art films, these festivals are an opportunity to get recognition and appreciation,��� says Mahesh Ramanathan, COO of a production house.
These festivals have opened new doors for various Indian films, says Amrita Pandey, vice-president, international distribution, in a production house. ���When we feel that our movies are not getting distributed in certain countries, we screen our films at their festivals. And this opens new markets,��� says Amrita, adding, ���Our films have received great response. So, we���re participating in many festivals. Following our participation in the recent Venice film festival we have received calls from distributors in Serbia and Estonia. This indicates how our participation in so many festivals has enabled us to reach the smallest countries.���
Check out Abhay Deol���s pics