From Bombay to Bollywood

Aswin Punathambekar is Associate Professor of Media Studies at the University of Virginia. He is the author of From Bombay to Bollywood: The Making of a Global Media Industry (2013), co-author of Media Industry Studies (2020), and co-editor of Global Bollywood (2008), Television at Large in South Asia ( 2013), and Global Digital Cultures: Perspectives from South Asia (2019).

• AcknowledgmentsIntroduction 1 Bollywood Is Useful: Media Industries and the State in an Era of Reform2 Staging Bollywood: Industrial Identity in an Era of Reform 3 "It's All about Knowing Your Audience": Marketing and Promotions in Bollywood4 "Multiplex with Unlimited Seats": Dot-Coms and the Making of an Overseas Territory5 "It's Not Your Dad's Bollywood": Diasporic Entrepreneurs and the Allure of Digital MediaConclusion: Fandom and Other Transnational Futures Appendix 1: Profiles of Key Bollywood Companies Appendix 2: Top Box-Office Successes, 2000-2009 Notes Bibliography Index About the Author

"Readers concerned with new media configurations in the wake of globalization will be attracted to From Bombay to Bollywood. The structure and prose grow clearer as the book proceeds. No prior knowledge of the Indian film industry is needed, but the Bombay Bollywood evolution provides insights that will carry over to those concerned with media developments in places ranging from Lagos to Sao Paulo." - Maria Magdalena Leturia Bravo,International Journal of Communication "From Bombay to Bollywoodis a truly distinctive contribution to the field of global media studies. Punathambekar's comparative and transnational approach examines the movement of people, capital, images, and ideas. An engrossing read." - Marwan Kraidy,author of Reality Television and Arab Politics: Contention in Public Life "Historically situating the spatial and geographical coordinates of both 'Bollywood' and 'Bombay' within global landscapes of intermedia relationships and expanding the domains within which we can constitute and imagine these as focal points, this book crucially illustrates that Bollywood can no longer be imagined only as a film industry." (The Velvet Light Trap) "Aswin Punathambekars From Bombay to Bollywood is a welcome addition to the recent shift in Indian film and media studies from an overwhelming focus on texts to ethnographies of Bollywoods industrial, production, and material practices. [] [T]his book crucially illustrates that Bollywood can no longer be imagined only as a film industry." (The Velvet Light Trap) "[A] timely reminder of the untapped potential of Bombay's film industry for extending existing theoretical frameworks in media, film and production studies...If the changing text in Bombay cinema in the past decade has been a visible fact, Punathambekar's book demystifies that change by showing us the structural, geographic, and material transformations that have enabled a new form of meaning making to emerge in Bombay." (Media, Culture & Society)