The Guardian takes a look at the Bollywood UK market which is regularly beating American and British films at the box office:
Western pop culture has borrowed liberally from Bollywood pageantry for years, with everyone from Missy Elliott to Andrew Lloyd Webber taking a cue from Bombay, though a full-fledged crossover film hit - reaching Hindi and non-Hindi mainstream viewers alike - is yet to come. Meanwhile Bollywood abroad is doing just fine, thanks, finding a devoted audience in the UK by skipping over the major Anglo advertising outlets and concentrating promotional efforts with NRI (non-resident Indian) newspapers, TV, and radio.
Overseas ticket, video, and DVD sales now account for perhaps 40% of revenues for Bollywood, a multibillion-pound industry. "The export market for Hindi films is especially important due to the low value of the rupee," says Rachel Dwyer, chair of the Centre of South Asian Studies at the University of London and author of several books about Indian cinema and pop culture. "A ticket in London is 10 times the cost of a ticket in even the most upmarket theatre in India."