Bollywood, the New Hollywood

Popular culture across the globe is becoming more homogenous as the spread of ideas, people, and objects spread faster and faster through improved transportation and information technologies. Tyler Cowen sums up this phenomena in his article Why Hollywood Rules the World, and Whether We Should Care, “A multiplicity of different cultures or languages often favors the relative position of the dominant one, which becomes established as a common standard of communication” (Cowen, 337).Many other countries follow the cultural patterns of the hegemonic power of the world: The United States of America.While some argue that their are push backs against this western infiltration of American culture, these push backs in themselves are a reflection of American culture and the homogenic effects of globalization in the 21st century.  Bollywood, the Indian version of Hollywood for example reflects many values of the movie-making business in the United States. However some individuals such as Heather Tyrrell argue in her article Bollywood versus Hollywood: Battle of the Dream Factories that “the commercial success of Indian cinema has become emblematic of India’s resistance to the West, and Bollywood stars have become figureheads in what is now viewed as a battle against Westernization” in  (Tyrrell, 332).However, the commercial strategies used by Bollywood are not that different than those in Hollywood. For example, Bollywood not only caters to South Asians but also the South Asian diaspora in the Western hemisphere. For example, Bollywood has hundreds of films available on instant streaming on Netflix. The global commercialization of the film industry  was started by Americans and has been just recently picked up by the Indian film industry.