Hollywood goes to Bollywood

PATRICK FRATER writes in Variety:

Warner Bros. on Tuesday unveiled its first India production, the action comedy "Made in China," for which it will hold worldwide rights.
With the film -- helmed by Nikhil Advani ("Salaam-e-ishq") and produced by Indian shingles Ramesh Sippy Prods. and Orion Pictures --Warner joins Viacom, Sony and Disney in the accelerating Hollywood race to make movies in India.

Though Hollywood fare flourishes overseas, it accounts for a small percentage of the box office in India --the world's second most populous nation. For example, Hollywood fare accounted for 85% of Spain's B.O. in 2006 but only 8% in India.

Since more multiplexes mean the Indian B.O. pie is growing, Hollywood is determined to increase its share -- and rather than bringing Western influence into the movie biz, the plan is to get into the Bollywood game.