Time is ripe for Bollywood to cash in on the international brand identity it has created. Estimates say that India has 33 percent of the international mind share. What remains now is to translate this brand equity into business.

The sky is the limit for Bollywood that makes for only one percent of the $87 billion global movie trade. Big budget, star-studded masala movies are good to reach out to South Asian community but not for going beyond. The emphasis in future must clearly be on range.
--- IANS