The International Academy of Indian Film Awards is in Abu Dhabi, while Bollywood faces challenges due to the pandemic and shifting audience preferences.
Star songstress Shreya Ghoshal wins Best Female Vocal Performance for this romantic epic, which also takes home music direction and lyrics [Getty]
Star diva Shreya Ghoshal won Best Female Vocal Performance for this romantic epic, which also won for music direction and lyrics.
The show, dotted with flashy dancing numbers, is taking place in the oil-rich capital united arab emirateswhere a third of the population is Indian, for the second consecutive year.
Earlier Green Carpet – Voted 2007 Environmentalism – Home to some of Bollywood’s biggest names including Abhishek Bachchan, Vicky Kaushal and Sara Ali Khan.
“What does IIFA mean for (Indian) cinema? I think it opens up to the global stage and it takes us to the global stage, so it’s exciting in both ways,” said actress Jacqueline Fernandez, wearing a Arabic style hijab.
In 2019, the Hindi film industry was worth $2.5 billion. India also distributes hundreds of films in the other 21 official languages and produces around 1,600 films annually.
but Headquartered in Bollywood, Mumbai, The world’s most prolific filmmaker, which has been in crisis since the pandemic, has struggled at the box office after movie theaters reopened.
Experts say the rise of streaming services, competition from other parts of India and demand for more lucrative fare than Bollywood’s iconic song and dance shows have all contributed to the downturn.
However, in a positive sign for the industry, superstar Shah Rukh Khan’s Pathaan broke India’s box office record in January.
Indian cinema also got a boost in March when the viral dance hit “Naatu Naatu” won the Oscar for best song, the first time a film from the country has won the Oscar.
The IIFA show is one of many Indian awards ceremonies aimed at attracting an international audience and has been staged in several countries since its debut in London in 2000.