Why the Chinese are loving Bollywood movies
Summary
Experts say the Chinese have accepted Indian movies as part of the mainstream.
Indian movies seem to be the flavour of the decade in China. The Salman Khan starrer Bhajrangi Bhaijan reportedly earned more than Rs 200 crore in China. Secret Superstar starring Aamir Khan, whose movies have been doing well over the past few years in China, is said to have made close to Rs 150 crore and counting.
As revealing as the numbers may be, they do not tell the real story of the Chinese audiences’ romance with the magic masala of Bollywood. Their affinity for Bollywood has been a slow and gradual process.
Experts say the Chinese have accepted Indian movies as part of the mainstream. And perhaps there is nothing more mainstream than the Chinese cab driver, especially the ever-so-friendly and all-knowing Beijing cabbie. “Are you Indian?” is the first question, as you get comfortable in a Beijing cab to take on the city’s comatose traffic.
Before the response reaches the last repetitive assurance in the positive, in case the missed the first two “dui…dui…dui (yes, yes, yes),” the cabbie has broken out in song. This is not just any famous Bollywood tune, but the one and only “Awara Hoon…”. They will then tell you that it is a very old song noting with dismissive certainty that “kids now a days won’t know it”. Nevertheless, the cabbie is always delighted if you can change his opinion by singing along.
Break of a Few Years
That said, the cabbie might not be entirely wrong. There was a hiatus in this cinematic tryst between 1994 and 2011 when few Indian movies released in China. This generation of Chinese moviegoers became more in sync with movies produced in the West, especially Hollywood, unaware of an eroding connect with Bollywood.
China imposes a quota system that limits the number of ‘foreign made’ movies released in the Chinese Mainland at 68. These include Hong Kong-made movies too, but nowadays many of them are co-produced — a solution to avoiding the quota cap.
However, Prasad Shetty, who is in the business of bringing Indian movies to China, says since 2014, there has been a steady stream of movies from India coming into the Mainland.
“We are hardly a hundred days in to this year, and already three Indian movies are making waves in China. This includes Bajrangi Bhaijaan, Secret Superstar and Hindi Medium, which will open in April,”
— Prasad Shetty, film distributor in China
So, what is the secret sauce?
“There is none,” insists Mr Shetty. “It is all about the content. If it is a good movie and there is a connect with the local culture, it will certainly work. Even an independent movie will work if there is a cultural connect. There is no Chinese formula; even Hollywood hasn’t been able to break it. For example, the latest iteration of the Star Wars franchise did not do very well in China. Last year, a Spanish movie did very well here as did a Thai movie. It is all about how the audience can connect with the movie.”
He also believes that the Chinese movie market is one of the most accepting markets in the world when it comes to good cinema. He adds that Aamir’s social work and involvement in TV projects like Satyamev Jayate have not gone unnoticed here.
Meanwhile, movies such as Secret Superstar have also connected with the Chinese millennials. Twenty eight-year-old Beijinger, Ms Jiang says, “I think the movie is inclusive, as it touches on issues like women rights, domestic violence, and motherly love. The movie is very encouraging since the pursuance of dreams is the overarching theme. It resonates well with me, as I struggle between my work schedule, and taking care of my one-year old child.”
She adds that she also liked Aamir Khan’s Three Idiots because “we have similar problems with our education system here, and it was so funnily put, not like some boring documentary, which is how education is usually approached on screen”.
Perhaps there is a secret sauce …
For movie fans in China, it is no longer just the magic masala of the dreamy silver screen that keeps them coming back for more Bollywood, but also messages of meaning and hope that walk out with you from the cinema.
Danny Geevarghese is a journalist based in Beijing.
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