Suprising charter this...
While at the outset, a charter to project Indian cinema on screens across the world sounds good and of huge value to movies of all Indian languages, what the IIFA has been actually doing brings big surprise. In one of its advertisements this is what IIFA boasts itself of having achieved...
Wherever IIFA has left its mark, it has promoted the business of Indian Cinema and provided it an impetus. The sale of tickets of Hindi cinema grew by thirty five percent in the UK in the six months after IIFA. In South Africa, Hindi films moved from matinee shows on weekends to mainline theatres and now there are competing distribution chains vying for the rights to exhibit Hindi films across Africa.
The difference needs to be clear!
The IIFA talks about movies from India in the same tune as it talks about Hindi films made in India as though knowing no difference between the two. Well, the real difference, apparently, is not known to the academy. All it has done since inception in 2000 is advertise Hindi film industry across the globe with the label of Indian film industry, thus sending very very false signals about the Indian film industry across the world. This has also led to a noticeably biased growth taking place in the Hindi film industry and a noticeable decline in the worldwide presence of movies of other Indian languages, including movies from the Kannada film industry.
Made in India, not Hindi!
With all these biased stands towads the Hindi film industry, and calling it the Indian film industry, they even boast of having a very qualified advisory panel consisting of not a single character from non-Hindi film industry. What a pity, this board is advising on labeling Hindi films as sole candidates for the Made in India label.
If the stand of IIFA was so clear to project, showcase and promote only Hindi film industry, it would have been apt to call it International Hindi Film Academy (IHFA). Developments under IIFA have certainly benefited the Hindi cinema, but have done little to support their claims of improving the Indian film industry. Instead what is expected of such an academy is a system to enable uniform upbringing and showcasing of film industries of all Indian languages in an unbiased manner. Such academies should eventually pave the way for making Indian entertainment truly representative of the whole of India, which is a union of linguistic states.