Producing Bollywood offers an unprecedented look inside the social
and professional worlds of the Mumbai-based Hindi film industry and
explains how it became "Bollywood," the global film phenomenon and
potent symbol of India as a rising economic powerhouse. In this
rich and entertaining ethnography Tejaswini Ganti examines the
changes in Hindi film production from the 1990s until 2010,
locating them in Hindi filmmakers' efforts to accrue symbolic
capital, social respectability, and professional distinction, and
to manage the commercial uncertainties of filmmaking. These efforts
have been enabled by the neoliberal restructuring of the Indian
state and economy since 1991. This restructuring has dramatically
altered the country's media landscape, which quickly expanded to
include satellite television and multiplex theaters. Ganti contends
that the Hindi film industry's metamorphosis into Bollywood would
not have been possible without the rise of neoliberal economic
ideals in India. By describing dramatic transformations in the
Hindi film industry's production culture, daily practices, and
filmmaking ideologies during a decade of tremendous social and
economic change in India, Ganti offers valuable new insights into
the effects of neoliberalism on cultural production in a
postcolonial setting.
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