Mumbai to Dubai: Promotional strategies and the celluloid journey of Bollywood films to the UAE

Abstract

In recent years, the cinematic migration of Bollywood films from Mumbai to Dubai has captivated attention, prompting a focused investigation. This study aims to scrutinize the promotional strategies used in distributing Bollywood films in the United Arab Emirates (UAE) through meticulous analysis of questionnaire responses. Executing an extensive survey for UAE moviegoers and industry professionals, the research seeks quantitative data on the efficacy of diverse promotional strategies. The study underscores the importance of cultural variables in Bollywood-UAE film promotion, examining cultural similarities between India and the UAE, portraying UAE culture in Bollywood films, and using cultural festivals for marketing. Economic factors driving this collaboration, including box office success, coproductions, and the impact of Bollywood tourism on the UAE economy, are systematically analyzed. The study explores technological advancements in film promotion—social media, internet streaming, and virtual reality—and their impact on the relationship between Bollywood and the UAE. The survey investigates audience preferences, advertising impacts, and awareness levels by examining specific advertising tactics in the UAE, such as premieres, endorsements, tours, and participation in festivals and award shows. In addition to providing a comprehensive understanding of the promotional environment, the questionnaire data analysis identifies trends influencing the trajectory of Bollywood films in the UAE, offering empirical support to film studies and marketing. The hypothesis is tested on the Chi-square, Pearson Correlation, and Mann‒Whitney. The research’s conclusions contribute to understanding the globalization of the Bollywood film industry, guiding producers, marketers, and researchers in cross-cultural film promotion and global industry partnerships.