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International Journal of Innovative Technology and Exploring Engineering (IJITEE) ISSN: 2278-3075, Volume-8 Issue-7S2, May 2019 Movie Posters of Bollywood Remakes: A Semiotic Analysis Anusha.V.S, Gokul Balagopal,Vinod.L Hence, it needs poster or trailers as means to sponsor the Abstract: Today, films have become a huge part of the movie. Poster brings a lot of signs that deliver particular lives of people across the world. Their popularity has meaning. One of the intention of poster and is to give peaked over time despite competitions from other sources publicity to a film. of entertainment. As a powerful visual element, posters The word Bollywood is emerged from Hollywood, and play a key role in promoting a film's theme and narrative. the alphabet B Bombay (now known as Mumbai), portrayed They are also an important tool for promoting the film. as the center of Indian film industry. Unlike the Hollywood While film posters act as a medium for advertising the film industry, the beginning of Indian film industry was in a slow for the audience and for the film companies, they are a pace. It is characterized as one of the largest centres for film medium that arouses curiosity and attracts the audience to production. Bollywood has the highest box office revenue the theatres This research aims at comparing the content, when compares with other industries. This industry provides design, typography, colour, socio-cultural norms and the a major contribution to the Indian cinema. After symbolic, written and technical elements of the posters of modernization, several changes were adapted in this both the original and remake film in the Indian film industry. Innovative story lines were one of main element of industry. The research has been conducted for six months’ today’s Bollywood industry, as most of the audience prefers period through qualitative analysis of Indian film posters. story-based cinemas. With the arrival of digital cameras and Films from Indian languages like Malayalam, Tamil, other major techniques, Bollywood has got recognition Telugu, Hindi and others which cater to the audience who among other world movies. Yash Raj Films and Dharma follow different social and cultural norms are analysed Productions were the main producers of new modern films, through this research. Other elements of visual languages as they own the largest production houses. Bollywood that include colour and typography that enhances subtle movies were an international obsession. meanings in the posters are also analysed in this research. A Remake is defined as a film, which was produced or inspired by an already existing motion picture. The term Keywords: Film Posters, Semiotics, Bollywood, Regional remake unveils everything in the domain of reprocessed Movies material. However, remade version of movie gives rise to a new version of an old film, usually with significant changes. I. INTRODUCTION The fundamental adjustments were made in remaked movies. Most of the Bollywood movies are actually remakes A poster can be derived as any piece of printed-paper of South Indian films. Sadma, Virasat, Chachi420, designed to be attached to a wall or vertical surface. Even in Sooryavamsham, Saathiya, Run, BhulBhulaiya, Ghajini, the age of digital film promotion, film poster has not lost its Billu, Bodyguard, Wanted, Ok Jaanuetc. are some of them. significance, only perhaps the province of its may have gone Language has been described as a system of arbitrary down in the publicity of films. A film poster usually symbols used for communication in between human beings. contains images of the lead characters or a scene or a collage Language itself is a system of communication that takes key of various scenes of the film with text. The textual role for human life. By using language, people can transfer information on film posters mainly contains the title of the and show their views and make a good communication with film in large letters, names of the main actors, director, others. Semiotics is closely related to the field of linguistics, producer, music director, storywriter, etc. with date of which concerns on the study of signs. In this thesis, semiotic releases. A movie is produced to entertain people by theory is applied in the process of making interpretation to presenting and telling a story recorded as a set of moving voluntary meaning emerge on movie posters. pictures to be shown on cinema theatres and television. Cinema is considered as one of the most essential and effective media that plays an eminent role in progressing the expansion and survival of real art and culture of a society. The socio-cultural difference between the states in India is so obvious. The divide between several states is seen in its Revised Manuscript Received on May 28, 2019. Dressing style, food habits, traditions, music, dance, Anusha.V.S, MJMC Post Graduation Student, Department of Visual geography, politics etc. Each state has a very rich art and Media & Communication, Amrita School of Arts & Sciences, Kochi, cultural background. Some of the regional movies take Amrita Vishwa Vidyapeetham, India relevant social issues as its theme from the beginning. Gokul Balagopal, MJMC Post Graduation Student, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India Vinod.L, Assistant Professor, Department of Visual Media & Communication, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidyapeetham, India Published By: Blue Eyes Intelligence Engineering Retrieval Number: G10510587S219/19©BEIESP 291 & Sciences Publication Movie Posters of Bollywood Remakes: A Semiotic Analysis The dressing style, food habits etc. of each character show also indicates that the posters reflect the socio-economic their culture. Regional cinema caters more immediate situations, art, culture, techniques and technology of cultures to the audience and shows that our nation is rich in different period. its heritage with so many voices and languages coexisting. FeyrouzBouzida (2014) emphasizes “the non-verbal The audiences are potentially large; therefore, it reaches communication or the visual image as a sign system.” The various places around the world with different messages. process of semiology in this field refers to signs in all their The use of image and narrative storyline made the movies manifestations, linguistic or non-linguistic, which involve one kind of persuasive tool that can shape ideas about the signifier and the signified as the main components of certain culture depicted. People of different cultures are less media signs according to the cultural phenomena. likely to get an idea of another culture from actually Ashish Rajadhyaksha(2009)highly illustrated the images, experiencing it but rather through movies. There are various which gives important visual references to many old and cultural elements that are depicted in Indian Movies. new films. The illustrated images of posters, photographs Viewers can understand the cultural aspect of the story and publicity materials represent a lot about the changing through how people in a certain culture live their lives, as trends of Bollywood over last 100 years. well as other cultural-specific attributes. This is somewhat By analysing these books, thesis and journals the beneficial, because most of the people do not get an researcher found that semiotic analysis is a proper way to opportunity to experience other cultures in their lifetime. identify the symbolic meaning from the signs or codes used Other cultural factors that represented in films include work in an image. It also makes us to understand that Movie etiquette, daily lifestyles, usage of technology, traditional Posters plays an important role for the publicity of a film and native values. The representation itself do matter as rather than trailer, teaser etc. Recently, the remakes from good as how viewers actually grasp them. If the audience regional films to Bollywood are increasing. From languages are more common with the format of a certain culture, they to culture, every state has its own preference and the film are more likely to recognize and be able to determine which industry faithfully caters to their needs. Usually, a movie is true and which is just for pure entertainment purposes. was either dubbed or remade after its success in one region. And this must be according to the cultural domain of other II. LITERATURE REVIEW states resulting in one movie with the same story being made in different languages. Hereby, the researcher finds Daniel Chandler (1994) described about the science of out the differences in design, typography and colour tone of signs which is known as ‘Semiology’. The ‘reality’ were the poster of the original film and remade film. Along with always involves in representation to the semioticians. He this, the additional contents in the remade posters and the focuses on “structuralist semiotics and it helps the readers to socio cultural norms of the society which reflects in the use semiotics as an approach to textual analysis”. poster will also be examined. Rachel Dwyer and Diva Patel (2002) analysed the reflections of cultural and natural identities in Bollywood. III. THEORETICAL FRAMEWORK AND The authors focus on the “development of commercial METHODOLOGY cinema in Bombay since 1913”. The importance of posters, from the days of ‘Raja Harishchandra’ to modern era was Semiotic theory is adopted in this research. Semiotic explained with several examples of notable films such as theory helps to understand the production and interpretation Sholay, Mother India, etc. of meaning. Its fundamental aim is that meaning is made by Mohammed Shahid (2014) done a “comparative study of the deployment of acts and objects which function as ‘signs’ the title design in both Hindi and Bengali film posters and it in relation to other signs. Moreover, the researcher applies analyzed the evolution in the context of two cultural Barthes’s theory to dismantle the meaning (denotative backgrounds”. The advancement in technology and meaning, connotative meaning and myth).

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