The seventh International Indian Film Academy (IIFA) Weekend in Dubai kicked off on Thursday in inimitable style , heralding a star-studded four day spectacular event. A number of Bollywood stars descended on this booming city where Indians make up the largest community.
Launched seven years ago at the Millennium Dome in London, the IIFA Awards ceremony has grown into a three-day extravaganza showcasing the best of Indian cinema and providing a platform for its interaction with global media.
The Idea IIFA Awards 2006 is a salutation to the world’s largest film industry and has attracted the stalwarts of both Indian and International cinema, including Amitabh Bachchan, Mira Nair, Shekhar Kapur, Angelina Jolie, Kylie Minogue, Jackie Chan, Bo Derek and Miranda Richardson.
Bollywood, which is the Indian version of Hollywood produces more than 1000 films a year, twice that of Hollywood. The Indian insatiable appetite for movies continues to grow and with it comes the realization that an untapped opportunity exists outside India to promote and sell their films.
It said that poor dubbing and subtitling, ineffective marketing and low investment were to blame for the Indian film industry’s failure to make more of an impact overseas.
By bringing the glitz and glamour of Bollywood, by hosting the IIFA Awards in a different city each year, organizers are hoping to dazzle and entice their audiences to watch the Indian films.
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