When you watch a Bollywood movie you just have to relax and stop thinking too much,” explains Jasmine Thomas, an IT professional from Kerala, India, currently working in South Africa. Indeed, it is the feel good nature of the genre that inevitably revolves around a love story that keeps the money rolling in. In a country like India, marred by caste, religious and severe socio-economic divisions, the formulaic Bollywood genre appeals to common people, transporting them from the mayhem of regional politics.On May 17 Bollywood celebrates more than a century of filmmaking at the annual International Indian Film Academy Awards (IIFA) at The Dome in Northgate, Johannesburg. This is the second time in the awards’ four years of existence that South Africa will play host to the event that is televised to billions worldwide. The awards celebrate a new generation of Indians who are trying to find the balance between their traditional ethnic identities and their modern experiences as global citizens — lending new meaning to Indian cinema. Indeed, more and more Bollywood movies are being set outside of India in countries such as the United Kingdom, the United States, Canada and now South Africa. South Africa was recently the location for the box-office hit Dil Ka Rishta, starring former Miss World Ashwarya Rai and newcomer Arjun Ramphal. So it is fitting that previous awards have been hosted in countries with large non-resident Indian populations. “The awards are a window to the Indian world. If there is anything that carries Indian identity, [including] its fashion or music or culture, it is cinema. So we are showcasing the best of Indian cinema to the people,” says Viraf Sarkani, director of Wizcraft International, the production company responsible for bringing together the crème de la crème of Indian cinema. “I’ve been in this game for over 20 years and I can tell you this will be bigger than anything we’ve done so far,” says Sarkani, from the plush African-themed production lounge at The Dome. “Everyone will be here at around the same time and, well, there are only a limited number of rooms and a limited number of business class flights so you know, its all about keeping everyone happy,” he laughs. But despite balancing egos and overseeing the last stages of production, Sarkani maintains an image of serenity.The IIFA event only takes four months from conception to execution, matching the pace at which Indian movies are made. Once the idea is cemented, work goes on around the clock with lighting technicians, sound engineers and choreographers from around the world working to create an event that is billed as “larger than life”. The success of the 2001 awards at Sun City was partly a stroke of public relations wizardry, as the movie Lagaan was internationally premiered at the venue to coincide with the awards. The movie went on to bag an Oscar for best foreign film last year.”The mainstreaming of Indian cinema in South African theatres after Lagaan was a big step forward for the South African market,” says Sarkani. He is reluctant to label this year’s event: “I won’t really call it a theme, it’s a celebration of Indian cinema but it takes the local environment and mixes it together. I can tell you that the African feel is everywhere from the moment the stars arrive at the airport.” What’s in it for South African moviemakers? The IIFA forum, which is a closed door affair preceding the awards ceremony, involves the exchange of ideas between the South African industry and its Indian counterpart, hopefully allowing newcomers a chance to showcase their work internationally in future.So is Bollywood ready to challenge the hegemony of Western cinema? “Hmm, well, I will tell you that the directors of the Oscars have watched the awards on satellite and they have contacted us. We are in touch quite often. There has been talk of collaborating with the Oscars,” says Sarkani.And with rumours that leading lady Ashwarya Rai may be the next Bond girl, Bollywood’s magic dust might just be the stuff of Hollywood dreams.
Attend the premier of Armaan at 6pm on May 16 at Nu Metro at Montecasino, Fourways. Attend the awards ceremony and arrival of stars on May 17 at The Dome, Northgate and view the event via Sony Entertainment Television on DStv.