What question did this study set out to answer?

This research aims to explore the dominance of Indian cinema in South Asia and the potential for other countries to enhance their global presence.

February 21, 2026Open Access

South Asian Cinema and Cultural Discount Theory: Comparison with Indian Cinema and Expanding the International Impact of Other South Asian Countries

Key Points

This research aims to explore the dominance of Indian cinema in South Asia and the potential for other countries to enhance their global presence.
Analysis of cultural discount theory as it applies to South Asian cinema.
Comparison of Indian cinema with other South Asian film industries.
Examination of three business components: adaptation, promotion, and selection.
Indian cinema's dominance stems from effective adaptation, promotion, and selection strategies.
Other South Asian cinemas can enhance critical and commercial success by adopting an international focus.
Recognition of the need for collaborative international approaches among South Asian film industries.

Abstract

While most South Asian nations have a movie industry, Indian cinema tends to dominate due to a combination of economic, cultural, historical, and content-related factors. Examining Indian cinema through the lens of Cultural Discount Theory highlights the impact of three essential business components – adaptation, promotion, and selection – on achieving critical and commercial success across borders. In this study, we argue that the cinema industries in other South Asian countries could increase their impact and compete with Indian cinema by adopting an international approach rather than restricting themselves only to their domestic markets.

Mark Helpful

Bookmark

Relay

View Full Paper