BOLLYWOOD Selling Indian Movies in the West INTRODUCTION India’s most prominent movie industry is known by the name of Bollywood. It recently became the largest movie industry in the world (Jones, Arora, Mishra and Lefort, 2005; Srinivas, 2002). The name Bollywood is a reference to Hollywood, in which the “B” stands for Bombai, the city in which Bollywood originated. Bollywood is making thousands of movies every year with one of the world’s largest audiences. Bollywood has always exported their…
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