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Srinivasan, Bollywood in the City

Srinivasan, Bollywood in the City

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Published by indology
Hinduism in Media, Comic Art, Internet, Cinema, Bollywood
Hinduism in Media, Comic Art, Internet, Cinema, Bollywood

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Published by: indology on Oct 05, 2012
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This article was downloaded by:
[Friedrich Althoff Konsortium] 
On:
7 February 2011
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Routledge 
Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK
Visual Anthropology
Publication details, including instructions for authors and subscription information:http://www.informaworld.com/smpp/title~content=t713654067
Cinema in the City: Tangible Forms, Transformations and the Punctuationof Everyday Life
Lakshmi SrinivasOnline publication date: 23 December 2009
To cite this Article
Srinivas, Lakshmi(2010) 'Cinema in the City: Tangible Forms, Transformations and the Punctuation of Everyday Life', Visual Anthropology, 23: 1, 1 — 12
To link to this Article: DOI:
10.1080/08949460903368879
URL:
Full terms and conditions of use:http://www.informaworld.com/terms-and-conditions-of-access.pdfThis article may be used for research, teaching and private study purposes. Any substantial orsystematic reproduction, re-distribution, re-selling, loan or sub-licensing, systematic supply ordistribution in any form to anyone is expressly forbidden.The publisher does not give any warranty express or implied or make any representation that the contentswill be complete or accurate or up to date. The accuracy of any instructions, formulae and drug dosesshould be independently verified with primary sources. The publisher shall not be liable for any loss,actions, claims, proceedings, demand or costs or damages whatsoever or howsoever caused arising directlyor indirectly in connection with or arising out of the use of this material.
 
Cinema in the City: Tangible Forms,Transformations and the Punctuationof Everyday Life
Lakshmi Srinivas 
In India, cinema does not exist merely on the screen; it permeates everyday life. Just asformula films are punctuated with song and dance, fantastic interludes which at times break from the narrative to express the dreams, wishes and desires
 — 
in short the‘‘inner-world’’ [Kakar 1980] of characters
 — 
everyday life in India may be seen to bepunctuated with the fantasy world of cinema. If popular Indian cinema is indeed a‘‘collective fantasy’’ or ‘‘group daydream
. . .
containing the unconscious materialand hidden wishes of a vast number of people’’ [Kakar 1980: 12], what is to be madeof the images from this fantasy world which populate the urban landscape? Whatdoes cinema’s spectacular presence in the Indian city mean for cinema? For urban life?Scholars of film in India have commented on cinema’s ubiquity and presence outsidethe theater, noting the pervasiveness of film music, film fashions and film magazinesand of the posters and other visible icons of films, such as ‘‘decals, painted signboards,giant movie hoardings [billboards] and towering cut-outs’’ that clutter urban space[Dickey 2005: 69; see also Dickey 1993]. The colorful posters, ‘‘cut-outs’’ and hoardingswhich announce a film and which make cinema’s presence in the city tangible have been studied as art [Dwyer and Patel 2002] and as advertisements, ‘‘circulationsand reproductions’’ of cinema which form a mediascape and which provide urbanspectacle [Jacob 1998]. Taking a phenomenological perspective, this essay providesa descriptive analysis of the incorporation of cinema into everyday settings, addres-sing the significance of this presence in the context of the flow of urban life and forthe ‘‘extra-cinematic experience’[Spitulnik 2002]. While study of posters and billboards as advertisement acknowledges their intentional role, this essay commentson the unintentional aspects of cinema’s visual and tangible presence outside thetheater, and the kinds of reaction and interaction it attracts.
Driving or walking along the streets of Bangalore, one comes across images of cinema all over the city. Movie posters are plastered on walls, outside stores,at bus stops, a collage of vivid color and dramatic images against which everydaylife plays out. On some streets there is no sidewalk and traffic is heavy, so it is
L
AKSHMI
S
RINIVAS
is an Assistant Professor in the Department of Sociology at the University of  Massachusetts, Boston. Her current research is on the phenomenology of cinema experience, filmconsumption, cinema audiences and cultural globalization. She has published articles drawingon her ethnographic research on movie-going, film reception and production, and is completing abook on the subject. E-mail: Lakshmi.Srinivas@umb.edu
Visual Anthropology
, 23: 1–12, 2010Copyright
#
Taylor & Francis Group, LLCISSN: 0894-9468 print
=
1545-5920 onlineDOI: 10.1080/08949460903368879
1
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impossible to stop: one sees the posters as a blur; some features stand out, othersfade [Figure 1]. It is a movie slide-show in which the traveler is complicit. If onestops to look at them, one notices a random collection of old and new, posters forfilms that have long gone next to those for the anticipated new releases, posters indifferent languages
 — 
Hindi, Tamil, Kannada and Malayalam
 — 
for a variety of tastes and audience cultures, as well as posters for Adult films with the letter‘‘A’’ emblazoned on them and accompanying suggestive and dodgy images,mixed in with feel-good romances for the entire family. Older posters are theworse for wear, torn, stained and with a moth-eaten look about them, oftenpasted over with newer ones [Figure 2]. Some posters record the life of a film:a poster with ‘‘25 days’’ or ‘‘100 days’’ stamped on it triumphantly announcesthe film’s successful stay in theaters and its durability in the face of fierce com-petition, there being a shortage of theaters and an over-supply of films.Apart from the movie posters, cut-outs and hoardings or billboards bring afilm and its characters into urban space. In the dense commercial area of Bangalore known as Majestic, where many theaters exist side by side or aroundthe corner from one another, cut-outs, hoardings and decorations celebrating anewly released film will transform the entire street. Sixty- to 70-foot-high cut-outs fixed by wooden scaffolding to the theater fac
¸
ade loom above the street,
 Figure 1 Traffic swirls around movie billboards in Mysore city at a busy intersection on theBangalore–Mysore highway. The billboard features a Kannada film. In its shadow is a stall. Theeveryday world embeds and frames the fantasy world. (Taken by the author in summer 2007 fromthe bus on the Bangalore–Mysore road;
#
Lakshmi Srinivas).2 L. Srinivas
 D o w nl o ad ed  B y : [ F ri ed ri ch  Al th off  K o n s o r ti u m]  A t : 16 :20 7  F eb r u a r y 2011

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