Hollywood spent years wooing the king of Bollywood. It took Amazon to land him by MadelinePBerg
estimates is paying Kumar $10 million, has everything to do with the overturned balance of power in American filmed entertainment. Having seized the narrative in Hollywood, technology giants from the north have rewritten the rules of the movie business at home and, momentum in hand, are turning to India, the world’s second-largest movie market.
“Amazon and Netflix have been in a localization arms race for India,” says Tony Gunnarsson, one of the Omdia analysts behind the report. “Localization is hugely important everywhere but in Asia, it’s even more important. It’s not just about having content in the local language with subtitles or dubbing.”
And now Hollywood is coming to him, checkbook in hand. Or, at least, New Hollywood, which is following the strategy satellite services used when they were expanding in India, grabbing ratings boosts by signing on stars like Salman Khan and Amitabh Bachchan as game show hosts.
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