by Michelle Young.
Think of a Gujarati movie and what come to mind are dhotis and cholis, a village goon and a kedia-clad rustic hero. As Indian cinema celebrates its century of filmmaking, Gollywood, as the Gujarati film industry is known, is coming of age. New-age filmmakers are making movies for the multiplexes — subjects that appeal to urban audiences too.
Born 80 years ago in 1932 with the film ‘Narsinh Mehta’, Gujarati cinema has since then released only 1,000 films. Until 1988, about 40 films were released every year. The number has come down to just a dozen of late.
Sensing trouble, the state government announced a cent percent tax exemption to the crisis-hit industry. But nothing changed. Filmmakers say that more than money, the industry needs some fresh ideas to survive and thrive.
It was only after 2010 that some directors dared to draw films out of singlescreen village cinema halls to multiplexes. Success of films like ‘Better Half ‘ and ‘Kevi Rite Jaish’, which just hit cinemas, may redefine content for Gollywood.
Read the rest of this article from Times of India.
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