In throwing its first awards night in the United States, India’s prolific film industry has shown aspirations to hold its own on quality standards on Hollywood’s home turf. Saturday saw a galaxy of stars attend and perform at the 15th Indian International Academy Awards (IIFA)ceremony in Tampa, Florida, at a 66,000-capacity football stadium.
Industry insiders say India is increasingly seeing a new generation of movies that steer clear of rote plot lines. Filmmakers pointed to the success of The Lunchbox, a romantic film about a mix-up in Mumbai’s legendary delivery system for home-cooked meals. The movie was screened at the Cannes International Film Festival and has been praised by western critics, while also faring well at the Indian box office.
Anupam Kher, best known in English-language cinema for roles in Bend It Like Beckham and Silver Linings Playbook, said the shift started a decade ago when many Indians gained access to a wide range of international television programming, raising expectations of standards.
"I can easily say that now Indian cinema is in its golden phase," he said on the sidelines of the IIFA. "You can make the kind of films you believe in and yet they can do well." – AFP
