It is Olympics time and surprisingly, it is also the Bollywood time on the Italian TV.
Lazy, hot summer days of August. Olympics are on. I wish I could watch some badminton and table tennis matches at the Olympics but I don't think that I will get to, since both games are not a priority for Italian TV and so they are focusing on games that are more popular here and those where Italian teams are playing.
Last night, on the Italian national TV channel, they showed "Cheeni Kum" at prime time, dubbed into Italian. It was an absolute first for Bollywood here.
Earlier, another more "artistic" TV channel had shown films like "Kagaz ke phool" and "Pather Pachali", in late night slots. Some years ago, another private TV channel had shown "Lagaan", starting it around midnight and finishing it around five in the morning. So I don't know how many people had actually watched those films.
Thus "Cheeni Kum" was a pleasant surprise. The film, quite urbane and witty most of the time, without any naach-gaana, was quite European (except for the scene of loud crying at Qutub Minaar by Amitabh Bacchan and his melodramatic running between the pillar and his mother, near the end of the film), so probably they thought that this one Bollywood film could be shown to normal Italian audience. If it mean that the Italian TV is going to give more space to Bollywood in the future, remains to be seen. (BTW, Chinese films have been on prime time TV for many years now).
However there are lot of Bollywood fans here in Italy and there is a market for Indian DVDs that is not being tapped now. Actually it is partially being tapped by our "friendly neighbourhood pirated Asian DVD shops", usually run by guys from Pakistan and Bangladesh. Since they do not have Indian films with Italian subtitles, the Italians can't watch these DVDs and so I am sure that there is scope for doing much more.
Every month I get two-three enquires from Italians about how-where to buy Indian DVDs with Italian subtitles.
Since I have been writing articles on Bollywood cinema and doing film reviews in Italian (on the Italian part of my website), people often come to me to ask "expert" advice.
For "Taare Zameen Par" I have received a lot of enquiries, including persistent enquiries from an association of Dyslexic children, who want to use this film to create awareness about Dyslexia in Italy (if Aamir Khan is reading this please do something about it!).
It would be easy for me to take the film and do Italian subtitles and distribute a few copies, but that would be illegal and I personally don't want to get into that.
Last year, I did do Italian subtitles for small parts of different Indian films (Chameli, Umrao Jaan, Veer Zara, Bombay, etc.) for a women's festival but we didn't make any DVDs out of that experience.
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