Moving beyond the Indian Diaspora

Shah Rukh Khan and his best pal Karan Johar aka KJ have just entered a joint venture with Fox tra Studios to finance and distribute one of their biggest projects so far – ‘My name is Khan’. While Fox Star Studios will distribute the movie in Asia, its subsidiaries, Fox Searchlight Pictures and Twentieth Century Fox, will dole it out in the US and the rest of the world. And if the grapevine is to be believed, the deal, which is pegged to be one of the biggest for an Indian film, is worth about Rs.100-120 crore. This certainly sounds extraordinary, but then, the question is – Is there really a market for an Indian film beyond desi diaspora? And when we say Indian, we mean a film about India, made by an Indian, featuring Indian stars. “After meeting with Karan and Shah Rukh, and hearing their vision for this film, I was deeply affected by this story and I feel that it will touch moviegoers around the world. With Shah Rukh’s global popularity coupled with Karan’s commercial sensibilities, ‘My Name is Khan’ will sure be a global hit,” avers Jim Gianopulos, Chairman, Fox Filmed Entertainment. No doubt, in the last couple of years, brand ‘India’ has become a global phenomena, particularly in the media & entertainment space, be it TV or movies. But then, this is the first time that an Indian movie will be launched globally at such a massive scale and that too beyond the Indian diaspora. So, is King Khan ready for the real test? “Of course he is,” his fans voice together!

Pallavi Srivastava

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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