Social media trolls are the menace of new digital reality. Politicians, celebrities, activists et al are hyped and obliterated through viral social media posts. India’s Hindi film industry is no exception.
While groups with vested interests create digital commotion, some Indian film stars are looking at Arabian Gulf countries – especially Saudi Arabia – to mitigate the risks of heavy trolling of people who do not agree with the Indian government or question its current actions.
When pictures of Bollywood superstar Shah Rukh Khan performing Umrah hit social media early in December, they went viral across South Asia and also across much of the Gulf region. The pilgrimage was seen as a telling statement by the Indian film star, a Muslim, who has been facing backlash from the country’s rightwing Hindu groups enforcing boycott of his movies.
Beyond the statement, though, it is possible that Umrah will have improved Khan’s standing among Arabs in the neighborhood and in Saudi Arabia, which is becoming more open to international cinema.
Khan was subsequently one of the global stars who graced the red-carpet of the second edition of the Red Sea film Festival in Jeddah. His star power and charm offensive also cast a spell on American actress Sharon Stone who was left with hands crossed on her chest and a gaping mouth after she found Khan sitting two seats next to her as his name was being announced.
Recent years have seen SRK, as he is called in India, develop a close relationship with the Gulf. Since 2016 he has been a tourism brand ambassador of the UAE, an oil-rich country that has become Bollywood’s gateway to the largely opaque Arab world. Not only him, Ranveer Singh is the brand ambassador of Abu Dhabi – capital city of the United Arab Emirates (UAE).
And now the opening up of Saudi Arabia, a far bigger country than the UAE, to the world of films promises more than the endorsement deals for the Bollywood stars. It offers an opportunity for the Indian film industry to work with its Arab counterpart and also a potential market for Indian movies. More so, as Bollywood stars become as well-known and identifiable as SRK is.
So, is SRK taking Bollywood to Gulf and Saudi Arabia? In a way, yes. His Umrah, participation in the Red Sea Film Festival which followed the shooting of his movie Dunki or Donkey – a $13 million dollar venture – in the futuristic city of NEOM has been a dazzling advertisement for Bollywood or Hindi film industry.
Saudi Arabia too has reached out to Bollywood via Khan: Earlier this year, Prince Badr bin Abdullah bin Farhan Alsaud, Saudi Arabia’s minister of culture, and Chairman of the General Entertainment Authority, along with Mohammed Al Turki, Chairman of the Kingdom’s Red Sea International Film Festival, met with Bollywood heavyweights such as Salman Khan, Saif Ali Khan and Akshay Kumar at SRK’s residence in Mumbai, Mannat.
Later, Prince Badr mentioned the meeting in an instagram post: “Delighted to have engaged in insightful conversations on the beautiful world of films, exploring cross-cultural collaborations with Bollywood superstars @iamsrk @beingsalmankhan @akshaykumar #SaifAliKhan.”
Al Turki also posted a selfie with SRK with the location tag placing them at the Bollywood superstar’s seaside Mumbai home.
“Ramadan Greetings from India with my brother @iamsrk,” Al Turki wrote alongside the picture.
The mutual outreaches between Bollywood and Saudi Arabia have grown increasingly conspicuous since last year. In December 2021, another Indian superstar Salman Khan – a part of the Bollywood triumverate along with SRK and Aamir Khan – performed in Riyadh along with stars such as Shilpa Shetty, Saiee Manjrekar, Prabhu Deva, Sunil Grover, Kamal Khan, Guru Randhawa and Aayush Sharma.
Collaboration in works
Are there any joint projects in the pipeline? There are. Earlier in December, Eros Media World, a New York Stock Exchange listed global Indian media and entertainment company, announced a strategic partnership with Arabia Pictures, a content production and distribution outfit focusing on the MENA region.
The two will produce three full length feature films, including the remake of a 2012 Bollywood super hit film [the name has not been announced but it is probably English Vinglish] and two untitled Hindi language projects. All three films will be conceived and developed in Saudi. The local remake film will go on the floor for production by mid of 2023, and the other two by the end of 2023.
The two companies will also explore opportunities in film production, technology, and the Web3 space.
“We’re very thrilled to collaborate with ErosMedia in bringing captivating, family-orientated stories to the MENA region,” Abdulelah Alahmary, CEO of Arabia Pictures said. “Our cultures share similar qualities, and we believe that our first film together, which is a remake will resonate with our audiences. We’re in the process of adapting the story with talented local Saudi writers. We will share the details on these projects soon.”
Pradeep Dwivedi, CEO, Eros Media World, said: “Saudi Arabia and India enjoy a strong relationship reflecting their centuries-old economic and socio-cultural ties. Today, when Saudi Arabia is diversifying and inviting investments and expertise from all over the world, global media organizations like ErosMedia can participate and contribute to the Saudi government’s vision.”
“In Arabia Pictures, we have found a perfect partner, and together we will recreate the magic of Bollywood in Saudi,” he continued.
The Eros Media World and Arabia Pictures didn’t respond to emails from TRENDS seeking their comments about the deal.
Vox Cinemas which was a festival partner of the Red Sea Film Festival along with MBC Group – a Saudi media conglomerate based in the Middle East and North Africa region – unveiled its debut slate of original Arabic films at the festival. The diverse line-up, features titles from new and established filmmakers in Saudi Arabia, Egypt, UAE and Lebanon.
Opportunity for Bollywood?
“Yes, there is,” said Kaveree Bamzai, the author of a book on Bollywood, ‘The Three Khans: And the Emergence of New India.’
“As Saudi Arabia opens up politically and socially, there is a lot of scope for Bollywood movies, which are already popular in the UAE with sub-continental expats,” she added.
According to a market analysis report, the Middle East movies and entertainment market size is valued at over $2 billion and is projected to expand at a compound annual growth rate of 8.5 percent from 2021 to 2028.
The movie segment, which was valued at $334.0 million in 2020 is expected to reach $953.3 million by 2028. Saudi Arabia is emerging as the fastest growing market accounting for a total market share of 27.5 percent in 2028.
Some of the key players operating in the Gulf entertainment market include Netflix, Inc., Amazon, , beIN Media Group, LLC, MBC Group, Sony Entertainment, Inc., and The Walt Disney Company.
This shows that Bollywood remains a bit player in the Gulf film industry, which presents a vast scope for growth. And the collaboration between Arabia Pictures and Eros Media World is a step in this direction.
“Bollywood has a long relationship with the Arab world. Shooting of movies such as The Great Gambler in Egypt made Amitabh Bachchan star there,” Bamzai said. “If exchanges such as the Red Sea Film Festival grow, so will interest in Indian cinema.”
Muzaffer Ali, the famous Bollywood director, however said that Bollywood needs to reinvent itself. He also has a word of advice for the Khans of Bollywood, wanting them to move away from formulaic movies to become international stars.
“Khans were in a mould and could not see themselves in a changing world. People around also don’t want to see them change as insecurity is a special quality of stardom,” Ali said. “They are kept away from external influences and extraordinary portrayals, which actors like Daniel Day-Lewis, seek and embrace.”
Despite being the world’s largest film industry, making 1,500 to 2,000 movies annually, Bollywood is still only valued as much as Gulf entertainment industry – around $2 billion dollars each. Leave aside Hollywood, which is valued way ahead at over $50 billion, the Indian film industry is less than a third the size of China’s industry and even less than that of Japan’s.
It is apparent that Bollywood is still largely inward-looking, an approach that is encouraged by the continental size of India’s market of 1.4 billion people. But some of its stars such as Shah Rukh Khan, Priyanka Chopra, Deepika Padukone are striding onto the world stage and the others are also becoming increasingly visible beyond Indian shores.
On Sunday evening, Bollywood hearthrob Deepika Padukone carried the FIFA World Cup at Lusail Stadium in Qatar before the final game between France and Argentina, which the latter won.
In the Gulf, a large subcontinental diaspora and a growing Arab awareness of Indian films opens up a new lucrative market. Especially the one offered by Saudi Arabia with a population of 35. 3 million, unlike the 9.9 million of the UAE.