Over the past decade, London-based Eros Entertainment has emerged as the leading content provider across multiple platforms (on-demand, DVD, and online) for the U.K. and North American markets. According to a press release (link), sales of Bollywood films in the U.S. now represents a $1.5 billion yearly market that is expected to grow by 16% annually over the next five years – bringing U.S. sales to over $3 billion.
A few months back, Eros International formed a joint venture with Ayngaran International, arguably the only legit distributor of Tamil language films in overseas markets. And most recently, Eros’s new media division has signed content licensing deals with media corporations in South-east Asia including SingNet (Singapore), Mauritius Telecom, and Radio Television Malaysia (RTM).
Press reports on this new deal in South-east Asia only mention Bollywood films, but I wonder if Eros Entertainment will also take advantage of their stake in Ayngaran to fortify the market for Tamil cinema in places like Singapore and Malaysia. With the exception of big-budget ventures like Sivaji-The Boss (Anygaran tied up with Eros for this film), we are yet to see filmmakers in Chennai think creatively about the overseas market. Hopefully Eros’ expansion(s) will spur the “regional” industries to imagine their audiences in more translocal ways.