Until a few years ago the term ‘Bollywood’ didnt mean much to an average Pole. Poland doesn’t have a large Indian community, at least not as numerous as its British counterpart. Hence Bollywood cinema wasn’t really big in Poland.
Yet, to my surprise, Bollywood is now used as marketing tool by some media in Poland. I came across this little piece on an Indian website, claiming that one of the main Polish newspapers, Gazeta Wyborcza, has found a way of increasing its readership by offering discounted Bollywood dvds with its Saturday edition. Bollywood Hungama claims the move has resulted in the increase in the sales by about 50,000 copies:
Bollywood films have been selling like hot cakes in Poland, their favourite star being Shah Rukh Khan. The craze for Bollywood films and SRK started with the release of Kabhi Khushi Kabhie Gham in January 2005. Since then, his films like Kal Ho Naa Ho, Kabhi Alvida Naa Kehna, Dil Se etc. have been topping the list.
One has to buy the weekend issue of the Gazeta Wyborcza and pay an extra of $2.50 in order to take home a Bollywood film with Polish subtitles. Apparently, the coming weekend would see Aamir Khan’s Fanaa being given out, the climax of which was shot at the Tatra Mountains in Poland.
Way back in the 80s the entire country followed the endless Mexican soaps, with The Slave Isaura achieving the status of a cult series (*sigh*), then we all got hooked on Dallas and Dynasty, so I guess it’s only natural for Poles to switch to a new genre now. Bollywood is now officially big in Poland. Who knew?
Image © Meanest Indian via Flickr, used under CC licence
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