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Selling stars

The popular Hindi film industry is often accused of recycling material, rehashing old stories, copying Hollywood and generally not generating any new innovative material. We can argue over the validity of these claims, but there is something new and wildly interesting that has been brewing in Bollywood for some years now, and that is the manufacturing of stars.

With the internet, social networking and myriad other options, the mapping of stardom has changed over the last few years. Namrata Joshi of Outlook has written about the role of marketing in selling stars and their films. Have a look here.

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