Made-in-Hollywood Bollywood films get off the mark

New Delhi, Aug 19 (IANS) Indo-US co-production "Marigold" that released worldwide to mixed reviews may not be a wholly made-in-Hollywood Indian pot-boiler. Nonetheless, given its international cast, crew and financer it gives a taste of things to come as Hollywood studios race to bring out nearly half-a-dozen Bollywood flicks.

Made by Hollywood director Willard Carroll, "Marigold" is a cross-cultural romcom, in which Ali Larter, the star of the hit US series "Heroes", teams up with the Bollywood superstar and heartthrob Salman Khan.

Defined as the first significant Hollywood film to appropriate Bollywood's unique style of filmmaking, with plenty of knowing references for Bollywood buffs and enough savvy to engage newcomers, "Marigold" hit the marquees Friday.

Indian and US critics have not been too kind to the film. But the enthusiasm generated by the film in both countries is a clear indication that the illusive crossover Bollywood success may well be crafted by Hollywood itself.

Even if Carroll fails to find the Holy Grail, a wave of American studios are waiting in the wing to produce their own kaleidoscopic, song-and-dance Bollywood films.

Sony Pictures is already going to town with the rushes of its Hindi film - "Saawariya" by filmmaker Sanjay Leela Bhansali starring two Indian newcomers - Sonam Kapoor and Ranbir Kapoor.

"Over the next five years, I see five ruling studios, of which one or two will be Hollywood studios. There could possibly be a Sony or a Warner. They could completely get their act right, for all you know, they are doing their paperwork right now and are making their way," says well-known filmmaker Karan Johar.

Keen to make money in India, American studios are hoping to increase their share of $1 out of the $20 spent at the box office by climbing on the Bollywood bandwagon and not fighting it out. The realisation has sunk in that only four percent of the Indian movie market has been captured by the US movies. And it seems to be aiming for at least 90 percent.

While the jury is still out on whether made-in-Hollywood studios will be able to take Indian cinema to a non-Asian audience, Karan is certain that Indian studios may not be able to.

He said: "Let's have no illusion. We can never dominate the North American market. Let's not expect that the non-Asian audiences will watch our films. UK does to a point, as the association goes back a long way. If we think our movies are going to get 6,000 screen releases in North America, it isn't happening."

With movie audiences shrinking in America and swelling here, Hollywood wants to tap into India's market.

Following Sony, Walt Disney has already partnered with leading Indian studio Yash Raj Films to make animated movies for Indians. The first film, "Roadside Romeo", due next summer, is a parable of Indian inequality, featuring a dog abandoned by rich owners in Mumbai and forced to brave its hungry streets.

And Warner Brothers is developing two Bollywood projects, including one song-and-dance smorgasbord. The studio plans three to six movies a year, all with Indian talent.

Paramount is also contemplating Indian productions. Unable to dominate and conquer Indian market, Hollywood has been forced to join us, simply because it couldn't beat us.

Recently, Dubai-based entertainment company Hollywood Studios International signed a multi-picture co-production deal with Mumbai-based Carving Dreams Entertainment. The two-year deal will see both companies co-produce at least five films with a total budget of $100 million.

The projects will feature Bollywood stars alongside Hollywood talent and will be shot both in English and Hindi.

"This association gives us the opportunity to not only create movies for global audiences but also build a bridge between Hollywood and Bollywood," said the company's CEO Steven Saxton.

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Marigold