Indian movies may soon hit the big 5 screens in CIS countries, Ukraine


NEW DELHI: India plans to capitalise on the popularity of Raj Kapoor, Amitabh Bachchan, Hema Malini and Shah Rukh Khan to promote Indian films in less-explored markets such as the countries of the Commonwealth of Independent States (CIS) and Ukraine.

Post the success of ‘3 Idiots’ in China and the premiere of late actor Sridevi’s ‘Mom’ in Moscow, the government wants to export Indian films in markets that do not have substantial Indian presence. “We want to distribute and exhibit movies in CIS countries as, at present, they get pirated and poorly dubbed Indian films,” said an official in the know of the details.

The traditional markets where Indian films get released are the UK, the US and Australia, countries that have a large diaspora population from the subcontinent. Now, the government is eyeing the CIS, followed by Asean and eventually Saudi Arabia as it is opening up.

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“The success of ‘3 Idiots’ in China has given great confidence to industry that Indian films can do well in captive and not so captive markets outside. Indian cinema is largest after Hollywood and known for its lively and emotional content,” said Mohit Singla, chairman of Trade Promotion Council ofIndia, an organisation under the Department of Commerce.

Audio-visual services are one of the 12 champion service sectors identified by the Department of Commerce to take India’s share in global services exports to 4.2% by 2022 from 3.3% in 2015. Moreover, India also seeks to leave a cultural impact through its cinema in these geographies.

“Besides the economic angle, it helps position our country to establish a strong foothold. Culture and content play an undermined role in geopolitics,” Singla said.

However, the cost of distribution and dubbing coupled with low interest of distributors and exhibitors to exhibit movies are a few roadblocks in the plan.





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