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Last Updated: Thursday, 14 April, 2005, 13:52 GMT 14:52 UK
Star calls on Bollywood to unite
Amitabh Bachchan
Amitabh Bachchan's career has spanned 35 years
Bollywood superstar Amitabh Bachchan has urged Indian film-makers to join forces to market their films.

Speaking at a retrospective of his films in New York, Bachchan, 62, said Indian film-makers "should get together as one united force".

"Bollywood is a movement known to Americans only through satire. That needs to change," he said.

"The Americans have a very good marketing system in place... which can, and should be emulated."

Bachchan, a former member of parliament and star of more than 150 films, said Bollywood films were being hindered from reaching a worldwide audience by poor marketing and cultural barriers.

Concerted effort

"We need to market it much better, and a lot of discipline is required for that," said the veteran star.

"Hopefully with everybody's concerted efforts... I'm sure the good word will go around and there will be great interest in our cinema."

As yet, Bollywood has failed to make a significant impact on American audiences.

Bride and Prejudice, a Bollywood-style film from British director Gurinder Chadha made $6.2m at the US box office - just 33% of its worldwide total.

The 12-day film festival at New York's Lincoln Center began on 8 April and features highlights from Bachchan's 35-year film career.

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