Though ubiquitous Bollywood is undeniably patronising and misleading because it’s unable to capture the multiplicity of genres that the film industry in Mumbai contains.
Nor is Bollywood good for branding, as it’s associated popularly with a particular, and passe, genre.
Now is the time to ditch the name. To continue would give undue precedence to one facet of today’s dynamic industry.
Bollywood suggests that India’s premier cinema industry is derived from America. True, Bollywood has on occasion remade Hollywood hits, but even then the originality – and genius – lay in selecting what to translate and translating something to make it resonate with a very different audience, us.
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