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Recognition outside; indifference inside the country

Enkayaar, Bollywood Trade News Network
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View KRRISH - Singapore Tourism tie-up - Picture GalleryIt indeed is a matter of pride that at the recently held IIFA in Yorkshire, even a Prince Charles extended a warm welcome to the Hindi film industry and gave the message that the industry should set up new frontiers for itself and become really world class. IIFA wherever it is held generates so much goodwill for the industry, and sees so much involvement of the powerful people of the country where it is held that one feels very proud about the whole experience of the same.

Sadly enough, the same kind of recognition is still not provided in the country of its origin i.e. where it is still struggling to gain a respectable status for itself, though in terms of generation of revenue and publicity for the country it does not lag behind any industry, more so the darling of all the industries the Information technology as it provides employment even to individuals who may be illiterate as well. It is on account of this recognition that even Walt Disney Industries, which never enters into a tie-up in any country outside so that the revenue may not be shared, has entered into a tie-up with Yash Raj Industries to develop content in the local language.

A Yash Chopra has been given an honorable citizenship of Switzerland for his love affair with Switzerland. Rakesh Roshan was given a red carpet welcome when he was shooting for KRRISH in Singapore. There is recognition to these projections by the other countries, as the films create enormous brand equity for these countries. New Zealand did become a hot spot for Indian tourist and still continues to do so, after KAHO NA PYAAR HAI. The examples abound and are there in multitude.

The brand equity that films create for a country per se remains unparalleled and understanding the outreach of this factor only, the foreign countries extend all possible cooperation to the Indian film industry. However, the same kind of zeal is not reflected in any policy pronouncements by the government.

View KRRISH - Singapore Tourism tie-up - Picture GalleryOne of the recent examples, which bear elaborate testimony to this fact, is the raising of the charge by the Indian Railways for shooting on railway properties. Indian Railways have such wonderful properties, which can be given free publicity only by the films shot around them, but the steps of this nature would deter the film industry to shoot the film in India. Who can forget a J.P.Dutta's yeomen contribution to Rajasthan tourism, by shooting his films in and around quaint spots of Rajasthan? Same kind of magic was being invoked in association with Indian Railways, as quite number of films had started getting shot in Railway properties. We have a Qutub Minar in Delhi, which is one of the historical monuments of its own kinds, but is out of bound for shoots. TERE GHAR KE SAAMNE, the Dev Anand Nutan starrer was the last film that was shot in 1960s. Taj Mahal is also out of bound for Hindi film shooting, while a Yani gets a permission to conduct his piano concerts on the fore ground of Taj.

The industry also does not get the citations and awards in the same proportions as those prominent persons from other walks of life. Until and unless a deconstruction in the attitude in the way the industry is perceived by the powers to be is taken, the industry would continue to gain recognition internationally, but would struggle to have the same inside the country. May be, the international recognitions could turn the things for the industry.

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