Globalization ,Popular Culture,Consumer Culture : A Study of Bollywood FILMS
In the generation of globalisation films are crossing multiple millions at box-office by releasing all across the globe, across different class and culture.(Bose:2006) The high revenue generating trend has created a concept of “Hundred Crore Club” known as Blockbuster. These films are recognized as platform for advertisement and promoting the product to create consumer cultural in sustainable mode.
This study seeks to explore how popular culture like Films has been used as a bridge between the corporate world and the masses. Films have so many genres with different target audiences, but in the 21st century digitalization and globalization has changed the face of promotion and distribution entirely. Corporate world, once they discovered the potential in popular culture through films, started placing their products in them. This paper would analyse films to see how they have been used as a promotional vehicle for various goods and services.