The Bollywood, one of the world’s largest film industries, is a significant contributor to the Indian economy and culture, producing hundreds of films annually that are widely viewed in India and also has a global fan base. In recent years, #BoycottBollywood has been a popular hashtag on social media in India and the movement has gained a significant momentum. Bollywood has faced many violent protests, boycotting of some celebrities and major films due to this trend. The chief concerns for this resistance include allegations of nepotism and favouritism within the industry, sexual harassment and misconduct, and the portrayal of women and minorities in films. The phenomenon throws light on the relationship that Bollywood has with its audience. Fans who go crazy for their favourite celebrity stars can turn equally brutal in trolling them and boycotting them on not just social media platforms but physically by vandalising theatres and burning their posters and effigies. This paper seeks to examine the phenomenon as a major criticism that the industry has faced from the audience in recent years. Tracing the origin and history of this movement, the focus of the paper would be to understand the reasons that have led to such a boycott, the impact that the industry is facing due to it and the possible outcomes. The paper would also attempt to study the audience reception and its significance in the context of Bollywood films.
Neerja Vyas, Manipal University Jaipur, India
Rohit Dey, Manipal University Jaipur, India