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date: 16 October 2019

Abstract and Keywords

Chapter 14 examines the role of adaptation as both genre and practice in contemporary Hindi mainstream cinema, with reference to Indian film history and adaptation in Hollywood. In Bollywood today, despite the relative scarcity of literary adaptations, the multiplex boom has led to new ways of marketing adaptations and to a greater number of best-seller adaptations in recent years. Intramedial adaptations of both local and foreign films, by contrast, are a fully established practice of risk management, whose policies of copyright and self-positioning in relation to foreign films, for example the switch from “Indianization” strategies toward attempts at global accessibility, have reflected Bollywood’s changing role within world cinema. Based on its investigation of adaptation in Bollywood, the essay proposes several corrective implications for adaptation studies that arise from testing analytical categories developed on the basis of Western adaptations against adaptation in a different cultural sphere.

Keywords: Bollywood, Hindi cinema, adaptation, marketing, multiplex, copyright, “Indianization”

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