Mukt Shabd Journal ISSN NO : 2347-3150 SMALL TOWNS, SMALL NAMES, BIG BOX OFFICE RETURNS: CHANGING TRENDS IN

Pratyush Agrawal, Dr. Suparna Naresh Department of Media Studies, Christ Deemed to be University

Abstract - The present paper observes and showcases the contemporary trend set by small-town stories and small names in Bollywood and how they victoriously capture mass attention which leads to big box-office returns. Looking at the reconfiguration of cinema or Bollywood as the key phase, this paper attempts to throw light on how the films and stories based on small towns in India have emerged more prominently than ever and have successfully managed to change the cinematic experience in a dynamic yet interesting manner. This evolution was expected but delayed in the industry because of the high failure rate in the initial stages, but now as there was an evident detachment of audience (small-town based) from the urban imaginary of the life and culture, there was a demand and space for a localized cinema experience. It also throws light on the triumphant of not-so-popular names in the Hindi film industry and the unuttered parallel movement led by them with limited budget films that did exceptionally good on the box-office. With films like Stree, Bala and Luka Chuppi catering successfully to critics and the audience, it is evident that the long present void is being filled up. "It’s all a number game." Box-office has reacted in a very democratic form in the last decade with big-banner commercial films becoming flops while raw-ground stories like Gangs of Wasseypur turning to blockbusters. This paper thus tends to join the dots and trace the variation in Bollywood and the box-office through analyzing the relevant visual form of storytelling based on small-town based stories.

rigid it is, is said to be in its acceptance of new faces from outside the movie-world and has become more open and diverse than ever. Many small names have swayed their I. INTRODUCTION way to fame and are now competing with the top stars and surnames in the industry. This paper concentrates on this Hindi film industry or popularly known as Bollywood change of theme from the formula films to the small-town across the globe has been a key ingredient in defining and stories in the present scenario. It also throws light on how demonstrating the sociological stature of India and the talent from these earlier unrecognized cities and towns Indians. From the pre-independence era by promoting the have made their way in the industry and are now creating feeling of togetherness and patriotism until contemporary big numbers on the box office. times by commenting on key issues and entertaining

viewers, the Hindi film industry has travelled a long journey. Though there have been quite a lot of changes in every dynamic of the process of storytelling, some II. REVIEW OF LITERATURE modules remain in their original state. Cinema has always A. Changing trends in the Hindi film industry looked for beautiful and larger than life frames to capture (Bollywood). and project on the screen. Location and setting plays a Indian Hindi film industry has evolved a lot in the last huge role in setting the mood of the film. "Ee hai Bambai couple of centuries. Mainly, in nearly nine decades, from nagariya tu dekh babua (,1978)". The influence of big being shown on dirty curtains and shaky images to cities can be seen evidently on the screen. The saturation building a scattered scope and finally developing into one of films set in and around its lifestyle became of the biggest economic and cultural empire for the popular. They called it the 'Bombay Cinema'. Soon after country. Bollywood today produces approximately 27,000 globalization hit India, the films also started catering to the feature films which has led it to become the biggest movie NRI viewers and came the time of multiplex culture in the industry in the world. Its vastness can't be counted as there industry. are many more short and documentary films that do not There was a growing need for films to include ground- count under these feature films but are equally important level stories which the middle class and the lower class in driving the industry. "From the very first mythological could relate to. They were still the theatre-going public. Raja Harishchandra to the contemporary city-centric Like the earlier period of post-independence where the Wake-up Sid Hindi cinema has explored different facets of movies depicted the lives of the public in rural India, the Indian society." (Naresh and Prakash, 2015). movement of small-towns had also started again in From being raw and unstructured to becoming a Bollywood. This was also possible due to the efforts of streamlined industry, there has been an overall change in not-so-big names which tried on taking the narrative of the the process of filmmaking in Bollywood. Though no Hindi film industry to their home towns like Lucknow, matter how much it evolved and got in line with the global Patna, Agra, etc. The emergence of small-town based films competition, one thing that remained the same was the and stories that caters to the regional public but are also willingness of the filmmaker to tell a story and enthusiasm successful at the box-office both nationally and globally is of the Indian public to watch it. In conclusion, the paper seen in the new-fangled context. The industry however also mentions that though the Indian film industry has

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gained a lot of popularity and mass attention globally being shaped by the new globalising Bollywood and how especially in countries with huge Indian diaspora like UK, non-elite audiences from the lower middle class and rural Canada, the Middle East, South Africa, there is still an India are understanding these images. The non-elite insignificant percentage of global revenue that goes to audiences find themselves increasingly distanced from the Bollywood. Only continuous practices with investments of images that Indian cinema is constructing. The films are all sorts will bring the global market share up to the line creating an elitism constituted by the brand logic of with its biggest competitors. "However, Bollywood's share transnational capital which is redefining the meaning of in the global movie market is still relatively insignificant the masses." ( Rao, 2007) and the movie industry, therefore, needs to put in a lot of The detachment of the non-elite or the middle-class was effort and money in distribution and marketing in recognisable as for the first time, films from the regional particular if it wants to succeed in the global market." grounds of India started to cater their art to the viewers of (Pillania, 2008) their geographical localities. The emergence of regional language cinema and their enormous popularity was the B. Bollywood and the box-office. first stone laid in disengaging the minds of mainstream Numbers are everything in the contemporary context to film producer to the regional films. Bhojpuri, Marathi and record the success or failure. The same applies to movies Bengali were the first to question the dominance of the also. It was not the same during the initial stages of Indian 'Bombay Cinema' and succeeded in proving that small- cinema, where movies were made out of passion and town stories are more relatable to the viewers. "Navdeep willingness to tell a story. Money mattered but was not the Singh sums it up rather succinctly, 'Small-towns just have only thing that did. Contrary to this idea, post globalisation more colour. Most big cities look like each other'." (as happened in India and also in Bollywood in the late '90s, quoted in Susan 2008). Due to this spark, films like Ishqiya their economy became more open and less restrictive and Tanu Weds Manu emerged which are based in UP and which worked in favour of the Indian film industry. There did great in the box-office. The small-town crime based were investors, producers and opportunities lining up as masterpieces of Kashyap; Gangs of Wasseypur I & II they were interested in the growing film industry. On the remained in the forgetful minds of the viewers surprisingly Indian side of it, the production of more mainstream for quite some time. The film based in Bihar connected content or commercial movies was dominant to attract with the audience on the ground level by bringing the raw, more funding from the international market. Indian film unchanged behaviours and practices of the area on the big industry sold 3.6 billion tickets in 2002 as compared to the screen. During this time, there were also efforts to 2.6 billion sold in the US. The figure, however, failed to highlight issue-based cinema from a periphery perspective reflect in the box-office which recorded only $2 billion for as shown in Gowariker's . Films like the Indian film industry and $55 billion for the US movies. stand firm as the epitome of small-town stories getting The main reason was the low ticket prices and high rates highly acclaimed worldwide. "The small-town may have of piracy in the subcontinent. gradually become more form than content, it might have This roared for a more streamlined and accountable also become the anchor of a cinema located elsewhere – system for distribution, marketing and screening of movies which would mean a body of films that shun the label for Bollywood. The complete system had to be re-looked. 'Bombay Cinema' ." ( Kumar, 2013) The later years marked the emergence of 'multiplex' culture in Bollywood. "Nevertheless, the Indian film III. METHODOLOGY industry grew 17% on average between 2004 and 2007 and it represents about 20% of the revenue of the entire A. Collection of data Indian media and entertainment industry (including The process of accumulating content both primary and television, print, radio, music, animation, gaming)." secondary based on its relevance to the specific research. (Fetscherin, 2010) Due to the collection of data, the research becomes more credible and justifiable to the area it is specialising in. The C. Concept of 'small-town'. objective of collecting data relevant to your research is to Hindi film industry has been obsessed with showing all try and solve your research questions in a meaningful way the colours and beautiful landscapes and panoramic and also to fulfil research objectives. It also acts as glaciers from the very initial stage of its work. There is an documentation for other researchers for their future works unsaid need to show the world in its magnificent entirety related to a similar domain as your research. and sway away from the viewers through larger than life mise-en-scène. But it was necessary too, to visualise the B. Primary data world so beautiful and unflawed that people forget about The information relevant to the specific research all the sorrow and sufferings of their life and dive into the collected first-hand by the research by the use of enchanting world of Indian cinema. Fortunately, it worked, qualitative and quantitative methods and tools of data the movie-goers showed their interest and the films did collection is called primary data. This data is collected well. Evidently from the 1960s to '90s, a large number of from various sources including members of society who films backgrounded the grassy plains of Switzerland and are willing to contribute to this research. Primary data is snow-covered mountains of Kashmir. It was then, a film important for any research work because it adds to the DDLJ made such a grand opening, that it started a trend of credibility of the research work and also to validate the catering the films to the NRI market. "Indian identity is topic of research chosen.

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information here are unaware of the whole truth and are C. Secondary data manipulated and influenced by the provided data. Framing This data comprises information collected from is an extension related to agenda-setting theory and is different sources and is not first-hand. The sources are highly in use when it comes to media content and its books, research articles, journals and other relevant pieces effects. The particular aspect of agenda-setting has an of literature relevant to the subject. The objective behind essential application in this research work due to the using secondary data is to justify and validate the research presence of extensive secondary data which makes it topic of this research work by citing the work in the field convenient to deviate. Content framing is used to make a by several authors. frame of reference inside the specific domain to pin-point the subject and context that the research is talking about. D. Methods adopted Agenda setting theory in this research focuses on audience This research paper incorporates multiple levels of data research to better understand the media's motive (in this under a single method of collection- case, films) and the response given to it by the audience.  Qualitative methods. Thematic analysis qualitatively evaluates the data that has been used in earlier works of film study and research. E. Qualitative methods The content is analysed based on the congruency found 1. Expert Interview- Data based on conversations with between several similar and contrasting elements present experts in the fields with relevance to the subject topic in the film. Film constituents like script, location, setting, through open-ended but structured questions is done under dialogues, male/female protagonist and costumes are the the qualitative method. The data is not measurable in terms few that have been stressed upon in this research paper. of quantity and varies with the perception of the expert. Experts in every subject area plays a very important role in H. Timeline shaping the work done in that particular subject area. Their The research paper uses both primary and secondary opinions, judgments, analogy and criticism is very data and their collection and interpretation will take important in this research study to know what actually goes approximately three months. Therefore the research will behind the scene and thus relevant data is collected through be completed in 12 weeks. semi-structured interviews IV. CONTENT ANALYSIS 2. Content Analysis - Content analysis is the process to understand the existing and primarily collected data and A. Luka Chuppi (2019) derive relevant elements to fit the context this paper is Tackling the still ambiguous concept of live-in talking about. Enormous amount of data is already present relationship in Indian culture Luka Chuppi, a romantic- when it comes to cinema, but to search and pin-point the comedy managed to touch all the unsaid pioneers of necessary elements and to decipher its meaning requires a Bollywood. The film not only marvelled at the box office lens or framework. This framework is followed throughout by collecting a total of ₹128.86 crore (US$18 million) the methods of collecting and analyzing data for this worldwide but also made it to the top music charts in the research paper. Content analysis is a tool to collect and country for its popular Hindi songs touching distinct evaluate the data that is available on films and has been genres of music. 'Guddu', the male protagonist in the used in earlier works of research study. Films are a movie is played by Kartik Aaryan who before the release, complex yet easily comprehensible way of storytelling. was (un) popular for his image as the commercial actor Filmmaking, on the other hand, requires a lot of time, based on his earlier releases like Pyar ka Panchnama and effort and money and can still go wrong. Nothing that is Sonu Ke Titu Ki Sweety. Though his earlier films were seen on the screen is co-incident. The mise en scène is successful on the box office and did well for kicking up his made up of frames, ses, props, lights, camera angles, career, the storyline and his character made his public and compositions, characters, costumes, makeup, background, critic image monotonous. It was not something that hadn't setting, score. been done before or something different from what the stereotyped 'hero' figure of Bollywood does. F. Research process Kartik comes from Gwalior, a town in the state of Through personal observations and study based on Madhya Pradesh which does not usually resonate with earlier works parallel to the research topic, the method giving much contribution to the film industry and is used for this research paper will be expert interviews and famous for its palaces and temples. However, the narrative content analysis. The objective through both these for Kartik changed with the chronology of his entry into methods will be to understand the role/contribution of the Hindi film industry in 2011 when more and more small towns for storytelling in Bollywood and how these experiments started happening in relation with small town small towns and small names capture mass attention based cinema. He made his contribution to this with Luka leading to big box office returns. Chuppi by playing the character of a journalist based in a local news channel in the city of Mathura. The movie G. Research theory touches the big-screen with the essence of the un-attended Agenda setting theory is used primarily by media houses concept of live-in relationships. A noteworthy facet about to fulfil their interests and ideology by only focussing on the film is how the storylines approach the particular issue what is relevant according to them. The consumers of the with the frame of reference of small and old parts of the

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country like Mathura and Gwalior where this concept is director Amar Kaushik, Bala is a perfect specimen of how still at its birth. meaningful and objective words of content can question While following the visual narrative of the story, the the deep-rooted traits in the society (here Bollywood). Set emphasis is given on enveloping the lifeblood of both in the phase of 2005 in the city of Kanpur in Uttar Pradesh, Mathura and Gwalior by showcasing several architectural during its initial phase, the movie depicts the social beliefs dimensions. Movie-goers felt this spirit in the movie and of attainments through the stereotypical mindset of beauty related to it on several grounds which reflected in the box- that is limited just with fair-skin and dense hair. In one of office collections as well. With a limited budget of ₹25 the opening scenes of the movie, a young boy teases his crores, the production managed to finish the primary balding teacher and also later goes on commenting on the shooting in almost a month and a considerable part is dark complexion of one of his classmates. Through location-based with minimum or no sets at all. Despite narration, it is portrayed how even the children are so much these phenomena, the film does not fall short on any aspect conditioned to this so-called definition of beauty and how and manages to earn a total of ₹128.86 crore worldwide it overpowers all the other accomplishments of one's life. which is termed as a huge success for the movie of such Ayushmann Khurrana, Bhumi Pednekar and Yami scale. Gautam have done justice to their characters and also succeeded in complimenting each other inside the frame B. Stree (2018) throughout the film. The cast though being popular in the Bagging the 64th Filmfare in Best Debut Director industry have not tried their craft in this facet of category for Amar Kaushik, was another successful mainstream cinema. Though earlier works of short films, unfolding in the emergence of ground-based content documentaries and series show them in small-town stories (contrast to 'Bombay' cinema). Stree tests the not-so and have been successful, however, Bala was a risky explored genre of Hindi film industry— comedy-horror experiment for everyone in the production. The movie and plays within its boundaries to add romance, suspense apart from touching several social issues through its and thrill as well. The movie had several small-town names runtime has also managed to deliver humour along the like Pankaj Tripathi, Rajkumar Rao and Aparshakti line. Khurana who although have created a separate space for With a budget of just Rs. 25 crore Bala was a huge themselves in Bollywood with their groundbreaking success in the box-office and cashed a total of Rs. 172 performances in many critically acclaimed films in both crore globally. This film along with the many such limited regional as well as mainstream cinema, have not seen budget stories performed by Ayushmann Khurrana earned commercial success on a limited budget production with him the tagline of the 'budget superstar' of India. the story touching the internal geographies of the country along with a off-the-line genre. V. EXPERT INTERVIEW The film portrays the old concept of an urban myth known as 'Nale Ba' or 'come tomorrow' from the old parts Manish Gupta is the editor in the Jabalpur division of of Bangalore. The setting of the movie is based in Chanderi Dainik Bhaskar, a leading Hindi language newspaper. He which is a small town in Madhya Pradesh with a has deep knowledge and experience in the field of population of only thirty-three thousand. The whole journalism, creative writing, storytelling and newspaper narrative of the film revolves around how the spirit of an industry. He completed his BSc and BJC degrees focused angry woman wanders around the town of Chanderi and in journalism from RDVV Jabalpur and has worked with the resident's efforts to save themselves from her. The many prominent news and print organisations like Nav ingenuity of the storyline is praised by a lot as it creates Bharat on several levels. He has an intense interest in unrest in the viewers yet manages to hold them to their movies and a tendency to break them down to its true seats in the theatres which many big-budget productions in meaning whenever he talks about them. His knowledge the contemporary time fail to achieve. Music and score is and opinions are critical and very prime for this research often the most compromised aspect with films in horror paper because it talks about the intention and effects of genre and limited budget, however, a contrast to this fact, movies on the viewers and vice-versa. Stree pleased the public with its Bollywood style music Given below are his opinions on the following questions that remained popular for a long time with songs like raised. Milegi Milegi and Kamariya showing up on the top music charts in India. With such a diverse mountain of script, A. The 'now' new-age cinema actors, music, dialogue showing the regional In the present phase of filmmaking in India and majorly Bundelkhandi dialect, raw frames from the town and in the mainstream Hindi film industry that we call rightly timed punches, Stree swayed the box office with Bollywood, the metamorphosis for an unaccustomed earnings of over ₹180.76 crore along with several theme, an unheard story and an unseen location was long nominations in different awards. This was a 'first' in many due. It is not as if there was no struggle for this movement, terms in the mainstream Indian cinema for a horror- there have been several unheard fights which didn't gain comedy earning this kind of profits with a modest star-cast that much traction and lost their way. Though some of and local story. them like Gangs of Wasseypur (2012) made their way out of the urban cinematic view, many were not that fortunate. C. Bala (2019) It did not all go in vain because, during the last five years, Another elemental narrative put to screenplay by Bollywood movies have increasingly moved towards rural

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and non-cliched cinematic universe both through story and it can be debated. visuals by moving itself towards the unexplored small The content on these digital platforms is far more towns of the country. diverse than any Bollywood archives. With its new It is not false to comment that the parallel cinema of operations, there is liberty in the genre, language and small town and small names with their rigorous efforts and dialogues. Many see them as a more open and democratic exertion have collided and now merged with the so-called means of content production and consumption. With mainstream film world. Big directors and productions are relevance to small names and small towns, there are wide now more open and eager to work towards these ideas than open gates present and already utilized in this new sector ever before. And why not? The contemporary trend in the which has a huge demand of continuous and regular viewership of cinema that has led to the failure of big- content in this new 'binge-watch' culture. budget movies of superstars like , and many others, have made an element polished, VI. CONCLUSION that is the de-linking of the cinema-goers from the long- running commercial romantic comedy theme and its The aggregate of films canvassed above make an continuous repetition. People want to see experiments. The effective and credible premise towards the argument of the viewers are more aware of their choices than ever before. emergence of small-town stories, narratives and setting, They want value for their money. along with new faces and small-names in the Hindi film industry - Bollywood. However it is important to B. Not so unheard names acknowledge the majority of Hindi films still lie with the Khans and Kapoors may have made their separate space mainstream elements and names, but in recent times, the and viewer base in the Indian film industry but the recent shadow of small-town based movies has become clearer decline in their success rate noticeably reflects a void. than ever. This has been possible from the exertion of Actors like Rajkumar Rao, Ayushmann Khurrana have several different factors. Viewers are more aware in the been working for a significant period in the industry on contemporary than ever before about what they want to both small as well as big screens. The viewers recognise watch after investing their money, national and regional them, yet until the recent past, this recognition has not issues being depicted through small towns by using turned into big box-office returns. The crucial factor in the regional actors made possible by a new and more open above-mentioned problem was the absence of value of script, forceful pressure of new and unseen stories from character in the script and also the frame of reference of inside the country by the emergence of online streaming the storyline. Supporting characters are essential in the services and the high rate of success of these small-town story but it cannot be denied that the already forgetful based films as compared to traditional formula films in the viewership remembers the hero in the end. The contemporary times. The film industry that was earlier unreliability of these small names with the big cinematic concentrated towards cities and locations like Mumbai, world set up in Mumbai, Switzerland, Mauritius, London, Delhi, Kashmir, and Switzerland, Amsterdam, etc, outside etc. have made it even more difficult for them to shine. One India could be seen to once again focus towards its regional needs their comfort zone even if it is in the slightest touch towns and states like UP, Bihar, M.P. and Chattisgarh just to jump their highest. Though after the coinciding script of like the pre-independence era where films emerged from character and location, they found what they were made the ground level to promote brotherhood and patriotism for and that reflected on the screen. Even with scripts based inside the masses. There is absence of equilibrium in this in small towns like Kanpur, Lucknow, Patna, etc. and facet of the industry and may always remain the same unworked genres like horror-comedy, these small names because of ease of doing business, functional and technical accomplished big-box office returns. advancements and availability of human resource in the urban areas, but the fact that a percentage of work moving C. Reverberations of Digital Streaming Platforms to the small-towns itself is enough to diversify the sector The emergence of popular digital/online streaming is commendable. Maybe in the future when all the urban platforms of media like Netflix, Prime Video, Hotstar, etc. towns will look the same concrete jungle will the films and coerced Bollywood to do their work more severely than the interest of people move to small-towns and regional ever. Their earlier enjoyed viewership which has remained areas that are any-day more colourful and cinematic than loyal was now presented with an option which brought the the initially written about. experience of enjoying the same content which they go to However it is false to state there is a balance in this watch in a movie hall in their pockets in no-time. It diverse set of choices among the country, as among big emerged as a direct threat to Bollywood. Though many big names and new faces, there still lies a big difference of the names and productions started working with these services loyal viewership which can be very important for a movie. to co-exist in the space, the fact that it affected their At the same time, through the basis of extensive content traditional business was unchanged. In an interview given analysis of the narratives, theme, cast, story, screenplay to AIB (a YouTube channel), popular actor and business of the movies talked in the earlier parts of this clearly stated that he is not interested in working on the paper, I would like to comment on the contemporary digital platform in the near future. "You (digital platforms) situation of the talent recognition and its conversion to steal my viewers. You are my rival". The experience of box-office returns in the industry. going to a theatre or a multiplex is unparalleled to watching Bollywood in the last five years has seen several big- a movie on your phone or TV but the ease that comes with budget productions tagged with major names of the

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industry failing in the box-office whereas a rather fixed small-town India mainstream in Bollywood. Retrieved budget production with a strong story and new names from becoming blockbusters. Some of these films have bravely https://www.livemint.com/Consumer/a5a45XihrYgEbVZ premiered on the same dates as the star-studded ones and rZXjPsL/Writers-directors-bring-smalltown-India- have still managed to grab the limelight. This further goes mainstream-in-Boll.html on resolving the analogy of how the box-office returns of Jha, L. (2017, September 8). Box Office performances these small-town movies have been significantly growing show local stories strike a chord with Bollywood audience. on global levels. A major part of it is directly linked to the Retrieved from viewers. Even without getting as many screens and https://www.livemint.com/Consumer/QZZ5j3UCq3X2U1 distribution as a big-production movie, these small films zW6Cl3SJ/Box-Office-performances-show-local-stories- have grabbed the viewer's attention which shows a pattern strike-a-chord-wi.html of more content-aware viewership. There was a long rising Kanyal, J. (2019, November 16). Bala Movie Review: detachment of this audience from the conventional themes King Midas Ayushmann Khurrana delivers another and setted films that has now seemed to be fulfilled by the blockbuster. Retrieved from emergence of small-town names with regional stories. The https://www.indiatoday.in/movies/bollywood/story/bala- emergence and growth of digital streaming services and movie-review-king-midas-ayushmann-khurrana-delivers- the platform they provide to small-town actors and stories another-blockbuster-1616884-2019-11-08 have also helped the cause of their identification by the Kumar, A. (2013). Provincialising Bollywood? industry by making them significant profit contributes. Cultural economy of north-Indian small-town nostalgia in the Indian multiplex. South Asian Popular Culture, 11(1), VII. REFERENCES 61-74. Leading Daily of Jammu. (2017, September 30). Ani. (2018, August 24). Let's take a look at Bollywood Bollywood's small town winners. Retrieved from films set in a small town. Retrieved from https://www.dailyexcelsior.com/bollywoods-small-town- https://www.business-standard.com/article/news-ani/let- winners/ s-take-a-look-at-bollywood-films-set-in-a-small-town- Naresh, M. S., & Prakash, J. (2015). Marketing films 118082400735_1.html through Social Realities: Shyam Benegal's 'Welcome to Chakravorty, V. (2017, September 23). What makes the Sajjanpur'-A Case Study. International Journal of 'small town girl' Bollywood's latest darling? Retrieved Scientific and Research Publications, 5(2), 1-8. from https://www.indiatoday.in/mail- Pillania, R. K. (2008). The Globalisation of Indian today/story/bollywood-heroine-centric-movies-small- Hindi Movie Industry. Management (18544223), 3(2). town-girl-1050761-2017-09-23 Rao, S. (2007). The globalisation of Bollywood: An Chatterji, S. A. (n.d.). The Rise of the Small Town in ethnography of non-elite audiences in India. The Bollywood. Retrieved from Communication Review, 10(1), 57-76. https://archive.indianculturalforum.in/2017/12/28/the- Small-town stories in Bollywood: Passing fad or they rise-of-the-small-town-in-bollywood/ are here to stay? (2017, September 28). Retrieved from Fetscherin, M. (2010). The main determinants of https://www.hindustantimes.com/bollywood/small-town- Bollywood movie box office sales. Journal of global stories-in-bollywood-passing-fad-or-they-are-here-to- marketing, 23(5), 461-476. stay/story-D4q8bR9KkXe9RhTbOH0vEN.html Jha, L. (2015, December 25). Writers, directors bring

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