May 20 – Indian actors and a new wave of directors are on a mission at the Cannes film festival – to show that their industry, which turns 100 this year, is more than just Bollywood.
The largest Indian contingent till date is on the French Riviera at the world’s leading cinema showcase to promote their country which has the world’s biggest film industry.
The industry sees the 66th Cannes festival where India is “guest country” to mark its centenary as a chance to showcase a new genre of Indian movies globally and to promote India as a place to both make films and win a massive audience.
“If you use the term Bollywood, it really represents the song-and-dance, credibility-stretched story kind of film,” director Amit Kumar, whose gangstercop thriller Monsoon Shootout held its premiere at Cannes on Sunday, said.
“We need to portray Indian cinema as more international and I hope our presence at Cannes will make the world realise that Indian cinema is more than just about Bollywood,” he added.
The Indian visitors to Cannes are also keen to lure investment to their film industry which is forecast to grow to 5 billion dollars by 2014 from 3.2 billion dollars in 2010 according to a report by Ernst & Young.
“Maybe one day we will break free of the shackles of Bollywood and make a completely global film in terms of aesthetics,” Kumar added.
