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<ul><li>Iconic romantic films including DDLJ, Tamasha, Titanic 3D version and Jab We Met were re-released during Valentine’s week. </li><li>For chains like PVR, reruns have been an important part of their campaign to bring India back to the theatres. </li><li>Analyst Karan Taurani believes reruns are not powerful enough to impact collections or drive theatre occupancy and indicates lack of fresh Bollywood content. </li><li>Indian film critic Sucharita Tyagi states reruns of classics are helping build film communities, drive theatre occupancy and celebrate cinema. </li></ul>Theatre audiences in one of the PVR’s in Punjab were seen dancing to the groovy beats of ‘Mauja hi mauja’, a song from Shahid Kapoor and Kareena Kapoor Khan-starrer Jab We Met, rereleased in theatres almost two decades after its original release. Kapoor called it ‘too special’ on Twitter. But is the business of nostalgia strong enough to mint money at the box office? Several iconic romantic films including – Shah Rukh Khan (SRK)-Kajol-starrer Dilwale Dulhania Le Jaayenge (DDLJ), Ranbir Kapoor-Deepika Padukone’s Tamasha, James Cameron’s Titanic in 3D and Jab We Met – were released across PVR, Inox and Cinepolis theatres during Valentine’s week this February. Even though DDLJ remains the longest-running film in Indian cinema and is immensely popular with multiple reruns, it found tough competition this Valentine’s week from the Jab We Met rerun. “Jab We Met has now started beating DDLJ in PVR. Jab We Met collected ₹2 lakh on Friday. The collections then jumped to approximately ₹5 lakh on Saturday while the collections on Sunday were ₹6 lakh. On Monday, while DDLJ collected ₹6 lakh, Jab We Met collected ₹6.5 lakh in the multiplex chain,” reported<a href="https://www.bollywoodhungama.com/news/features/jab-mets-re-release-springs-surprise-collects-monday-sunday-also-beats-dilwale-dulhania-le-jayenge-pvr/"> Bollywood Hungama</a>. Rerun campaigns for boosting footfalls PVR Oberoi Mall in Goregaon, Mumbai decided to play six shows of Jab We Met on Valentine’s day. Tamasha had 150 shows with 50% audience occupancy and Titanic 3D version rerun had 1,000 shows, with 60% occupancy, PVR told Business Insider India. The PVR’S Valentine Week Film Festival (10th-16th February 2023) also re-released other romantic titles across languages – Ticket to Paradise (English), Ved (Marathi), Geetha Govindam (Telugu), Vinnaithaandi Varuvaayaa (Tamil), Hridayam (Malayalam), Googly (Kannada) and Love Ni Bhavai (Gujarati). “Screened across 25 cities in India, Jab We Met, DDLJ, Tamasha, Vinnaithaandi Varuvaayaa and Titanic especially received good response, recording average occupancy of 50-70%. Shows of Jab We Met had to be increased to meet the increased demand,” Gautam Dutta, CEO, PVR, told Business Insider India. PVR aims to continue with their rerun campaigns in the future, given the power nostalgia wields on millennials and even GenZs, Dutta added. For chains like PVR, reruns have been an important part of their campaign to boost theatre occupancy – be it re-releasing 11 films starring Amitabh Bachchan on his 80th birthday or the ‘Dilip Kumar Hero of Heroes’ campaign celebrating his 100th birth anniversary. The release of DDLJ during SRK’s birthday last year collected ₹23.4 lakh, claiming 60% occupancy then. “When you watch Jab We Met, you also watch it with 300 people who are die-hard fans of that film. Witnessing this celebration is pure joy. You know the punchlines, where to laugh, where to cry. Props to the Film Federation of India for bringing these classics back. They are also driving theatre occupancy,” Sucharita Tyagi, an Indian film critic told Business Insider India. Many movies like DDLJ, Tamasha, Jab We Met are already available on OTTs yet cinephiles are flocking to theatres in hoards. An Ormax report states the Indian theatre audience has lost <a href="https://www.businessinsider.in/business/news/indian-film-industry-lost-24-million-moviegoers-to-the-pandemic-ormax/articleshow/97918537.cms">24 million</a> moviegoers to the pandemic. This is accentuated by low impact of small and medium-budget films and availability of OTT platforms. The OTT audience in India has grown 20% in 2022 with 424 million active users. Yet, it looks like the big screen has its pull. “We are seeing films like Deewar in theatres, which was released when we weren’t even born. It is a novelty experience. Reruns boost film communities. The Priyanka Chopra led Jio-MAMI festival is also bringing physical screenings back. It is a good time for cinema I believe,” added Tyagi. Impact on collections: minuscule Reruns may boost film communities, but will they be able to revive flagging footfalls and lift box office collections? Karan Taurani, analyst at Elara Capital, believes reruns are not powerful enough to impact collections or drive theatre occupancy. They are rather indicative of fresh Bollywood content. Also, reruns have limitations in their reach. For instance, a Jab We Met will rake in more numbers in Punjab or Delhi as compared to South Indian cities like Chennai. “Reruns are happening because Pathaan has seen a strong run in the last two and a half weeks. Little to no fresh content is being offered, which is why these films are being re-released. The number of Hindi films released every quarter have come down 25-30%, from over 20 films every quarter pre-pandemic to less than 14 films now. There is greater reliance on big-budget films,” Taurani told Business Insider India. SRK-Deepika Padukone-starrer Pathaan crossed ₹500 crore in India in 20 days, contributing 46% to <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">January’s India box office</a> collections. Films released in January 2023 grossed ₹1,389 crore at the domestic box office, the highest since April 2022, as per <a href="https://www.ormaxmedia.com/insights/stories/the-india-box-office-report-january-2023.html?s=08">Ormax report.</a> A caveat – only six films managed to cross the ₹10 crore mark, indicating greater reliance on big-budget movies like Pathaan. “The impact of reruns is very minuscule. Collection is low because these are consumed more in terms of single screens where ticket prices are low. I don’t foresee a large number of people going to multiplexes for these films as ticket prices are 3-4 times higher,” added Taurani. But Tyagi states these movies are helping India come back to the theatres, although she too wishes the ticket prices of these movies were cheaper. “I cannot say if these movies are being used as fillers before the big releases but I am glad India is coming back to the theatres. I wish the ticket prices and snacks at concession stands were cheaper at theatres to make movie watching a more affordable experience,” added Tyagi. Reruns may not be too successful at raking in the moolah at the box office but what they surely do is revive the currency of nostalgia – allowing the audience to relive the past while providing theatre chains a respite from falling audience footfalls.

Business of nostalgia: Reruns aim to bring India back to the silver screens

<ul><li>Bollywood's Badshah <keyword id="1671" type="General" weightage="80" keywordseo="shah-rukh-khan" source="Orion">Shah Rukh Khan</keyword> turns 57 today.</li><li>On the occasion of Shah Rukh Khan's birthday, cinema chain <keyword id="799" type="General" weightage="100" keywordseo="pvr" source="Orion">PVR</keyword> will be screening his iconic film 'Dilwale Dulhania Le Jaayenge,'</li><li>DDLJ will be screened across 28 cinemas in 18 cities.</li></ul>As Bollywood's Badshah Shah Rukh Khan turns 57 today, cinema chain PVR will be screening his iconic film 'Dilwale Dulhania Le Jaayenge' (DDLJ) to celebrate the moment. 'Dilwale Dulhania Le Jayenge' will be screend across 28 cinemas in 18 cities namely Mumbai, Delhi NCR, Pune, Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, Chandigarh among others on November 2. Shah Rukh says: "DDLJ has been an extremely special film for me. I am grateful for all the love I have been receiving over the years for the film. Bringing it back on my birthday just makes it more special. Thank you!" Released on October 20, 1995, the film shares a legacy with PVR as its legacy property PVR Priya in Vasant Vihar, New Delhi screened the movie for the first time in 1995. Sanjeev <keyword id="4106469" type="General" weightage="50" keywordseo="kumar-bijli" source="Orion">Kumar Bijli</keyword>, Joint Managing Director, PVR Ltd, said, "Shah Rukh Khan is one of the very few names in the Hindi film industry, who has become synonymous with the genre of romance." <keyword id="1178173" type="General" weightage="50" keywordseo="rohan-malhotra" source="Orion">Rohan Malhotra</keyword>, Vice President - Distribution, <keyword id="36603" type="General" weightage="50" keywordseo="yash-raj-films" source="Orion">Yash Raj Films</keyword> said, "DDLJ is the longest running film in the history of Indian cinema which has shaped pop culture as we know today. It is our biggest IP and it is symbolic to the deep bond that Shah Rukh Khan and Aditya Chopra's YRF share." SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/markets-break-4-session-winning-streak-to-open-lower-in-early-trade/articleshow/95245774.cms">Markets turn choppy ahead of US Fed monetary policy outcome</a> <a href="https://www.businessinsider.in/tech/news/twitter-discontinues-ad-free-articles-for-blue-subscribers-amid-a-revamp-of-the-premium-subscription/articleshow/95246187.cms">Twitter discontinues ad-free articles for Blue subscribers amid a revamp of the premium subscription</a>

It's SRK's birthday today and his iconic film DDLJ is back in PVR cinemas

<keyword id="37927" type="ENTERTAINMENT" weightage="100" keywordseo="Dilwale-Dulhaniya-Le-Jayenge">Dilwale Dulhaniya Le Jayenge</keyword>, or <keyword id="3858" type="ORGANIZATION" weightage="100" keywordseo="DDLJ">DDLJ</keyword> as it is fondly called, completes 20 years today. Released on 20th October 1995, the movie has attained the status of a cult classic, in both India and abroad. The movie tells the story of Raj and Simran, two NRIs from London who fall in love in Europe only to face opposition from Simran’s father who has already fixed her marriage with a friend’s son back in India. 
 
Along with several awards, the movie also won the prestigious National Film Award for Best Popular Film Providing Wholesome Entertainment. The popularity of the movie can be easily estimated with the fact that the movie is still running in a Mumbai theatre called Maratha Mandir. 
 
As the movie enters its 20th glorious year, we present to you 20 facts that you probably never knew about this cult classic. 
 
Image courtesy: <a href="https://www.youtube.com/watch?time_continue=124&amp;v=xSmvMgAKeLs">Yash Raj Films</a>

As DDLJ turns 20, here are 20 facts that you probably never knew about this classic

It is 15th of August in 1975; Ramesh Sippy’s Sholay has found its way into the theatres. While the country men have switched on the patriotic mode in them, Bollywood was preparing to redefine the arena of Indian commercial cinema like never before. A film that defines patriotism in a newer way, thrills with its suspense even if you watch it for the zillionth time and shows how a friendship in India thrives has come a long way and it’s now a part of every Indian’s growing-up discourse. 
This Independence Day marks the 40th anniversary of Sholay. Anupama Chopra, the renowned film critic has said in her book ‘Sholay- The Making of a classic’ (Penguin India), “Over the years, Sholay, has transcended its hit-movie status. It is not merely a film, it is the ultimate classic; it is myth.” 
 
While, over the last 40 yrs much has been said and written about the film, we at Business Insider list for you 20 amazing facts you still don’t know about Sholay: 
 
 
1. Sholay is a record breaker in many ways. It is also India’s first 70 mm film, which had stereophonic sound. 
 
2. Amjad Khan’s ‘Kitney aadmi the’ dialogue has become a cult. Yet, Khan was almost rejected because the casting director found that his voice was not ‘powerful enough’. 
 
3. Many things about this movie were real even the bullets in the climax scene. It is said that one spare bullet had nearly missed Amitabh. 
 
4. Gabbar’s gang member Sambha was played by Mac Mohan. Though he has become an indispensible part of the movie, he just has one dialogue in Sholay. 
 
5. Amzad Khan wasn’t the first choice for the role of Gabbar. It was Danny Denzongpa who was supposed to play the role. 
 
6. What DDLJ is to Maratha Mandir, Minerva Theatre of Mumbai is for Sholay. This theatre screened Sholay for 5 years continuously in all three shows of the day. And till 1980, it was a major hit. 
 
7. Sholay has proved this long back that awards don’t determine a movie’s credibility. Though a blockbuster, Sholay had won just one Filmfare award, that too for editing. 
 
8. The movie, after the initial part, is all about Gabbar and his notorious activities. However, in a 204 minute film, Gabbar appears in just 9 scenes. 
 
9. While the official release date was 15th August 1975, the movie was launched on 2nd October in 1973. 
 
10. Estimated at Rs 2 crores, Sholay’s budget over ran to an extra one crore. It took almost two and a half years to complete the movie. 
 
11. Previously, scriptwriters weren’t really paid in Bollywood. Sholay changed everything. It set the scripwriters as real creator of hit movies. 
 
12. Getting requisite permissions had prevented Thakur Saab from being an army officer. The character of Thaakur saab was conceived as a retired army officer. Having not got necessary clearances from the army, the role was changed to a police officer. 
 
13. The role of Jai played by Amitabh Bachchan was initially planned for Shatrughan Sinha. 
 
14. Dharmendra was nursing a deep crush on Hema Malini during the shooting of the film. He wanted to play the role of Thakur initially, but settled for playing Veeru when he realized that the character would be paired against Hema Malini. 
 
 
15. The light boys were bribed by Dharmendra to spoil his scenes with Hema Malini. This led to numerous retakes and Dharmendra’s chance of getting closer to Hema intensified. 
 
16. The original ending of Sholay has Gabbar being killed by Thakur. 
 
 
17. The Censor Board didn’t approve of too much violence in the end. Sholay was made to re-shoot several scenes to get rid of extreme violence. 
 
18. Ramgarh , the village shown in Sholay is actually a town called Ramanagara, which is 50 kms from Bangalore. Since 80s, it came to be called Ramgarh to commemorate the film. 
<ol>
	<li value="19">
		The rocks where the famous scene of Sambha-Gabbar has been shot are known as Sholay rocks and can be seen from the highway. It has become a major tourist attraction soon after the movie.</li>
</ol>
 
20. Who is Gabbar Singh? No, this isnt any fictional character. There was a real life dacoit of the same name in Gwalior area in 1950s. He is infamous for having cut off noses and ears of policemen. 
 
 
<a href="http://www.businessinsider.in/Learn-how-to-market-yourself-by-seeking-inspiration-from-Gabbar/articleshow/47840166.cms">Also Read: Learn how to market yourself by seeking inspiration from ‘Gabbar’</a>

#40YearsOfSholay: 20 fascinating facts you didn’t know about the movie

Bollywood stars Shah <keyword id="112657" type="General" weightage="80" keywordseo="rukh-khan" source="Orion">Rukh Khan</keyword> and <keyword id="6354713" type="General" weightage="80" keywordseo="kajol" source="Orion">Kajol</keyword>'s iconic film 'Dilwale Dulhania Le Jayenge' is set for a wider release on Valentine's Day. <keyword id="1178173" type="General" weightage="80" keywordseo="rohan-malhotra" source="Orion">Rohan Malhotra</keyword>, Vice President, Distribution, YRF, said: "'Dilwale Dulhania Le Jayengea' (DDLJ), the longest-running film in the history of cinema, has become synonymous with romance for India and Indians for generations since its historic release." "This year, on the occasion of Valentine's Day, we are making their wish come true. DDLJ will be screened across India, starting Feb 10, for a period of one week only!" DDLJ will be released in 37 cities across India, including Mumbai, Pune, Ahmedabad, Surat, Vadodara, Gurgaon, Faridabad, Lucknow, Noida, Dehradun, Delhi, Chandigarh, Kolkata, Guwahati, Bengaluru, Hyderabad, Indore, Chennai, Vellore, Trivandrum. Rohan said: "YRF &amp; SRK are not only synonymous with delivering Indian cinema's biggest blockbusters but also for collaborating on films which have redefined the Indian film industry and have had a lasting cultural impact." He added: "It is an amazing coincidence that DDLJ, an all-time blockbuster, was released by YRF during its 25th-year celebrations and this year, history has repeated itself with <keyword id="12756474" type="General" weightage="80" keywordseo="pathaan" source="Orion">Pathaan</keyword> as it has become the highest-grossing Hindi film worldwide (original format) during YRF's 50-year celebrations!" SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/20-year-old-who-learned-machine-design-from-youtube-wins-an-all-panel-deal-on-shark-tank-india/articleshow/97792975.cms">20-year-old who learned machine design from YouTube wins an all-panel deal on Shark Tank India</a>

SRK's Dilwale Dulhania Le Jayenge is set for a wider release on Valentine's Day

<ul class="summary-list"><li>TikTok has become a de facto audition stage for musicians, dancers, comedians, and even authors.</li><li>Choreographers, A&amp;R leads at record labels, and comedy scouts use the app to find new talent.</li></ul>This story is part of a series examining TikTok's influence on the entertainment business. Welcome to the era of <a href="https://www.businessinsider.com/category/culture-tok" rel="">CultureTok</a>.TikTok is a titan in the entertainment industry.Its powerful recommendation algorithm and quick-bite videos have shifted viewing habits across media, making it a real competitor for attention time to incumbents like YouTube, Netflix, and Spotify.Publishing houses and book retailers have <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">embraced BookTok</a> as a powerful tool for promoting authors' work. Music marketers have <a href="https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">similarly leaned into the app</a> as a way to push songs into the mainstream. The platform has become a launching-off point for undiscovered creatives in <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">music</a>, <a href="https://www.businessinsider.com/tiktok-changed-dance-industry-professional-dancers-choreography-artists-movement-trends-2023-4?r=culturetok-lp">dance</a>, <a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">comedy</a>, and <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">writing</a> — a de facto global talent show for dancers and musicians, as Broadway choreographers, record-label A&amp;R specialists, <a href="https://www.businessinsider.com/how-jada-pinkett-will-smith-westbrook-media-recruits-tiktok-talent-2023-5?r=culturetok-lp">and more</a> scour the app for untapped talent.As TikTok's influence on entertainment grows and it draws <a href="https://www.businessinsider.com/tiktok-ban-us-china-tech-war-distraction-data-privacy-experts-2023-2?r=culturetok-lp">increased scrutiny</a> from US lawmakers around its ties to China, Insider <a href="https://www.businessinsider.com/category/culture-tok">examined</a> how the app has changed various corners of the industry.Dancers are among the artists benefiting the most from TikTok. Some have used the app to get noticed by casting agents. Professional dance companies like the American Ballet Theatre have turned to TikTok as a branding and recruitment tool, too."This app is a gold mine for artists like me who are still looking for their big break," said Neha Dharmapuram, a TikTok creator and dancer who used the app to score an audition for the Broadway-bound musical, "Come Fall In Love — The DDLJ Musical."<h2><a href="https://www.businessinsider.com/tiktok-changed-dance-industry-professional-dancers-choreography-artists-movement-trends-2023-4?r=culturetok-lp">Read more about how TikTok has helped dancers get discovered and build new careers</a></h2>The company's cultural cachet in entertainment, particularly among young people, has sparked concerns among US <a href="https://www.businessinsider.com/montana-ban-on-tiktok-is-a-blueprint-for-federal-ban-2023-5?r=culturetok-lp">state</a> and <a href="https://www.businessinsider.com/tiktok-hearing-congress-interrupting-grilling-ceo-ban-sale-2023-3?r=culturetok-lp">federal</a> politicians that the app, which is owned by the China-based company ByteDance, could be used as a propaganda tool by the Chinese Communist Party.In addition to butting heads with Washington, the company's relationship with the entertainment industry isn't all sunshine and daisies. It's developed a <a href="https://www.businessinsider.com/tiktok-record-labels-remain-frenemies-as-they-battle-over-licenses-2022-11?https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">"frenemies" relationship</a> with record labels as it begins to encroach on their territory by <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">offering services </a><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">directly</a><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp"> to artists</a>."TikTok has to find that balance with not pissing off the major labels," a music marketer <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">told Insider</a>.Some music artists have also <a href="https://www.businessinsider.com/tiktok-music-marketing-artists-labels-viral-videos-2022-6?r=culturetok-lp">expressed TikTok fatigue</a>, as the need to balance content creation with their standard work of recording songs and touring has become "exhausting."Still, the app is essentially unskippable for up-and-coming performers looking to launch their careers."It's the most important thing that's happened in the music industry in a long time," Jonny Kaps, cofounder and CEO of the independent label +1 Records, <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">told Insider</a>. "It just allows us to build a new artist audience in a way that we've never really been able to do before."<h2><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">Read more about how TikTok has begun encroaching on record labels' territory</a></h2>In the comedy world, TikTok has offered a resource for comedians to pay their bills through brand deals and other paid opportunities, while using the app to build a recognizable brand.Laughs on TikTok can translate into business opportunities elsewhere, be that on the stand-up stage or the SNL writers' room.<div type="image" title="Zarna Garg" height="3840" width="5760" msid="100596579" hostid="261" sizebytes="1649628"></div>"TikTok has opened the world to a whole new type of comic because before, everything was controlled by gatekeepers," Zarna Garg, a TikTok comedian with around 700,000 followers, <a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">told Insider</a>. "A 48-year-old woman like me wouldn't have been able to get past them, but now the people in charge take one look at my following and give me a shot."<h2><a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">Read more to learn how 20 comedians and entertainment insiders think about TikTok's influence over comedy</a></h2>Book authors and their publishers have also turned to the platform for marketing, using TikTok to promote old and new books and drive real sales.Some authors have even begun to feel pressure to <a href="https://www.businessinsider.com/booktok-tropes-authors-pressure-tiktok-books-romance-2023-5?r=culturetok-lp">include TikTok-friendly "tropes"</a> in their stories as a way to boost attention on their work.Launching a writing career via the app is real if an author can get enough attention on their videos, writers <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">told Insider</a>. Author Alex Aster used TikTok to post about her book idea and ultimately scored a publishing deal that ended up being worth $460,000."That's the power of TikTok," she <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">told Insider</a>. "People find out about my book every week, word of mouth is so powerful … It changed my entire life, it changed my career."<h2><a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">Read more about how TikTok has influenced nearly every aspect of publishing</a></h2>

How TikTok is shaking up the entertainment business and changing power dynamics, according to dozens of authors, comedians, dancers, music-industry professionals, and more

<ul class="summary-list"><li>Watching, learning, and choreographing dances on TikTok has been popular since the app launched.</li><li>It's helped professional dancers land jobs or secure brand deals and companies recruit talent.</li></ul>This story is the first in a series examining TikTok's influence on the entertainment business. Welcome to the era of CultureTok.When dancer Neha Dharmapuraum joined TikTok, she never imagined it would lead to her Broadway debut.But that's exactly what happened when, in May 2022, two choreographers came across the 21-year-old's social-media account. Dharmapuraum, who had around <a href="https://www.tiktok.com/@neha.dharma?lang=en" target="_blank" rel="noopener">70,000 followers</a> on the app at the time, had been putting Bollywood or Indian classical dance twists on popular trends. The choreographers encouraged the New York-based dancer to attend a South Asian workshop, where casting agents would be recruiting talent for Broadway-bound musical, "Come Fall In Love — The DDLJ Musical,'' based on the hit Bollywood movie.Dharmapuraum went to the workshop, was invited to audition, and landed a role in the production. It paid as much as she'd been earning in corporate marketing, which allowed her to quit that job and throw herself into 10-hour days rehearsing for the show."This app is a goldmine for artists like me who are still looking for their big break," Dharmapuraum said. "You never know who's scrolling through and might see your account — it's become my portfolio."TikTok first arrived on the global stage in 2018 after it <a href="https://www.businessinsider.com/tiktok-app-online-website-video-sharing-2019-7">merged</a> with the short-video app Musical.ly. The social-media platform, owned by Chinese company ByteDance, has since surged in popularity, with an <a href="https://sensortower.com/blog/tiktok-downloads-3-billion">estimated billions of downloads worldwide</a> and 150 million US monthly active users, <a href="https://newsroom.tiktok.com/en-us/150-m-us-users">according to the company</a>. Today, TikTok is so ubiquitous that it's <a href="https://www.businessinsider.com/tiktok-hearing-congress-interrupting-grilling-ceo-ban-sale-2023-3">drawn scrutiny from lawmakers</a> in the US, Europe, India, and elsewhere, who worry the Chinese Communist Party could pressure the app into handing over sensitive user data or influence the content shown to users.However, the platform has also pushed pockets of the entertainment industry forward in big ways. As people watched and created TikToks for their amusement, many accounts dedicated their videos to one particular art form: dance.Some of the first TikTok creators to reach stardom were trained dancers like <a href="https://www.tiktok.com/@charlidamelio?lang=en" target="_blank" rel="noopener">Charli D'Amelio</a> and <a href="https://www.tiktok.com/@addisonre?lang=en" target="_blank" rel="noopener">Addison Rae.</a> They choreographed 15- or 30-second dances to popular sounds or songs, going viral as thousands of people recreated their movements.As TikTok has ascended, popular artists from <a href="https://www.nytimes.com/2022/11/15/style/tiktok-memes-pop-stars.html" target="_blank" rel="noopener">Dua Lipa</a> to <a href="https://www.rollingstone.com/culture/culture-news/lizzo-about-damn-time-tiktok-dance-podcast-1356772/" target="_blank" rel="noopener">Lizzo</a> have integrated <a href="https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7">TikTok dances into their promotional strategies</a> and seen their songs go viral.TikTok creators, professional dancers, choreographers, and dance companies who spoke with Insider said the app had changed the way they choreographed, helped them earn more money, and given them access to career opportunities they otherwise wouldn't have had."People in really small towns or remote locations now have a shot at the same opportunities as dancers based in cities like Los Angeles or New York City," said Sharayu Mahale, a professional dancer with <a href="https://www.tiktok.com/@sharayumahale?lang=en" target="_blank" rel="noopener">74,500 followers on TikTok</a>. "It levels the playing field and has made it more equitable for everyone."<div type="image" title="American Ballet Theatre" height="4186" width="6000" msid="99302433" hostid="261" sizebytes="797666"></div><h2>Dancers are landing jobs through the app and some companies are using it to recruit</h2>Before TikTok, many dancers relied mostly on in-person auditions or industry connections to secure lucrative jobs like dancing for a company or in TV commercials. Several artists and dance organizations said the social-media platform had revolutionized hiring and recruiting.Content creator Enola Bedard, who has <a href="https://www.tiktok.com/@enola.bedard?lang=en" target="_blank" rel="noopener">16 million TikTok followers</a>, said she'd landed multiple jobs through TikTok over the past two years, including dancing with well-known artists like Daddy Yankee and Shania Twain. The LA-based dancer, who is from Quebec, Canada, posts her own choreographed sequences and hops on popular trends, usually in a hip-hop or contemporary style. Artists who want her to choreograph music videos or perform at live events now reach out via DMs on the app as well as through her management agency. "It's what I've dreamed of doing since I started dancing, and I honestly don't think it would have been possible without TikTok," she said. "I never expected my platform to blow up the way it did, but I'm so grateful it happened because of the opportunities I'm getting now." TikTok has also given dance companies and agents access to talent they otherwise wouldn't have known about.Dance agent Kuidee Davie, 28, said she had used TikTok to scout potential dancers for campaigns. When brands like Nike and Adidas reach out to ask for commercial performers they can work with, and her dancers are already booked, she scrolls TikTok to find others who would be well-suited."Now, most casting agents don't even look at your website or the portfolio you send in," Davie said. "They head straight to your Instagram and TikTok, so it's kind of like an artist's resume." Even dance companies like American Ballet Theatre have gotten on the bandwagon. It pays two senior dancers to film behind-the-scenes content for its <a href="https://www.tiktok.com/@americanballettheatre?lang=en" target="_blank" rel="noopener">610,000 TikTok followers,</a> showing dancers at private rehearsals, warm-up classes, and breaking in their pointe shoes. The account, which has viewers from all over the world, has increased ABT's applicants for its summer intensive programs, according to the company."It's been an incredible way of showcasing what dancers really go through to prepare for the performances you see on stage," said Lourdes Liz, ABT's chief marketing officer. "It's definitely resulted in more people wanting to join us, so competition is steep now."<h2>TikTok has helped dancers find financial stability, thanks to brand deals and other projects</h2>Mahale said TikTok had also helped artists like her earn more money, especially during a dancer's "off season," which is the period when they are auditioning for new opportunities.She said she'd made around $1,500 from brand deals in the last three months, which Insider verified with documentation she provided. She said content creation is a better side gig for dancers than working in restaurants, or performing at weddings, because it allows them to make their own schedules and earn more for their time.For example, it usually takes Mahale — who's trained in Indian classical dance styles like Bharatnatyam, as well as Bollywood and hip-hop — an hour or two to choreograph a 20-second video, compared with eight hours to prepare for and perform at a wedding."TikTok has opened up this avenue where my skills are more valued and placed at a higher monetary rate compared to other jobs," the New York-based dancer said. Tay Marquise's viral TikTok dances have also helped him land deals with brands like Calvin Klein, Planet Fitness, and Nerf. The 22-year-old has also gotten various short-term dance gigs, like when he was paid $3,000 to dance in a promotion for the action-comedy movie "Bullet Train." (Insider verified these earnings and deals with documentation.)As a college student studying musical theater, Marquise dreams of working full-time as a dancer or actor, but has worried the career path won't support him financially. Through TikTok, where he has about <a href="https://www.tiktok.com/@taymarquise?lang=en" target="_blank" rel="noopener">600,000 followers</a>, Marquise has been able to supplement his income from dance with paid partnerships. He charges at least $4,000 per TikTok video, although final compensation depends on the brands' specific terms and conditions."It's really persuaded me to keep going after I graduate," he said.While TikTok has opened up new doors for dancers, it's not the only forum for performers to showcase their work and reach new audiences. Some in the industry, including ABT and Bedard, have been looking to platforms like Instagram and <a href="https://www.businessinsider.com/tiktok-influencers-transition-youtube-shorts-monetization-revenue-share-engagement-2023-1">YouTube</a> should US lawmakers follow through on their calls to <a href="https://www.businessinsider.com/us-threatening-tiktok-with-ban-if-owners-dont-sell-shares-2023-3">ban TikTok</a> in the country."Some people do prefer TikTok and hope it isn't banned, but there are other social-media platforms out there so we'll adapt if we need to," Liz said.<div type="image" title="Rihanna Super Bowl Halftime Show Performance" height="4616" width="6925" msid="99302435" hostid="261" sizebytes="4942404"></div><h2>Choreography timing and style has changed, and access to different styles of dance has increased</h2>Still, TikTok's influence on the industry isn't going away any time soon. It's even started to influence how dances are structured and taught.Bedard said she's had to rethink her choreography for TikToks that include multiple performers to fit the app's vertical frame, for instance."Choreography is more vertical now to fit the frame of a video on TikTok or YouTube, but that's hard to do when you have a lot of people," she said. "To fit the screen of a TikTok, we use more staggered lines so each dancer can be seen."She said famous choreographers like Parris Goebel, who arranged <a href="https://www.youtube.com/watch?v=HjBo--1n8lI" target="_blank" rel="noopener">Rihanna's </a><a href="https://www.youtube.com/watch?v=HjBo--1n8lI" target="_blank" rel="noopener">performance at the </a><a href="https://www.youtube.com/watch?v=HjBo--1n8lI" target="_blank" rel="noopener">Super Bowl halftime show</a>, have mastered this. That performance quickly went viral on TikTok as <a href="https://www.buzzfeednews.com/article/davidmack/rihanna-flowers-tiktok-dance-older-women-super-bowl-halftime">users recreated moments</a> from the show, which featured the artist in a red jumpsuit surrounded by dancers dressed in white.As more people have hopped on TikTok dance trends, creators, <a href="https://news.bloomberglaw.com/ip-law/tiktok-dance-creators-struggle-to-win-credit-and-copyrights" target="_blank" rel="noopener">especially those of color</a>, have called for proper crediting for choreography, which the app has tried to address with <a href="https://newsroom.tiktok.com/en-us/crediting-tools" target="_blank" rel="noopener">more tools.</a>On TikTok, Bedard also highlights her most dynamic moves first, like jumps, splits, or turns to draw viewers in. She searches the app to see what music or sounds are trending, too."The audience needs to be caught up in the dance right away or they scroll," she said. It's led some dance teachers to put the most dynamic moves at the start of their routines rather than build toward them, said Brandon Powers, an LA-based professional dancer and founder of the immersive-art organization Constellation. This approach could influence how the next generation of dancers structures choreography.Powers said TikTok is already introducing people to different dance styles, from Afrobeats to salsa, and boosting enrollment for various types of dance classes, based on his conversations with dancers and instructors in California."It's really opened up an awareness for dance movements from all parts of the world," he said. "TikTok is now a form of dance education."TikToks courtesy of <a href="https://www.tiktok.com/@enola.bedard?referer_url=www.businessinsider.com%2Fpost%2Fpreview%3Fpost_id%3D642c9e2b5178b067585f846b%26mode%3Ddesktop&amp;refer=embed&amp;embed_source=71112495%2C121331973%2C120811592%2C120810756%3Bnull%3Bembed_name&amp;referer_video_id=7163444131149204741" target="_blank" rel="noopener noreferrer">@enola.bedard</a> and <a href="https://www.tiktok.com/@sharayumahale?referer_url=www.businessinsider.com%2Fpost%2Fpreview%3Fpost_id%3D642c9d39aca7612b3737ed84%26mode%3Ddesktop&amp;refer=embed&amp;embed_source=71112495%2C121331973%2C120811592%2C120810756%3Bnull%3Bembed_name&amp;referer_video_id=7213076074954100010" target="_blank" rel="noopener noreferrer">@sharayumahale</a>.

How TikTok has changed the dance industry, becoming a 'goldmine' for performers looking for their big breaks and driving choreography  that fits the frame

If you need a rather prolific indicator of <keyword id="143" type="CITY" weightage="80" keywordseo="Bollywood">Bollywood</keyword>’s success on Hollywood-dominated land, just look at the golden shores of the US. <keyword id="24705" type="ENTERTAINMENT" weightage="40" keywordseo="Dhoom-3">Dhoom 3</keyword>, the sequel of the earlier films with the same name, has reasons to rejoice its success. The film may be scoffed at for the content and for packing way too much masala, but it is still celebrating a roaring success offshore. 
 
The film set the North American box office record for a non-English and a Bollywood film, taking in $3.3 million from 236 theatres. The movie, which has been shot on large-screen format, also benefited from IMAX surcharge and went on to wear the crown of being the first Bollywood flick to grab such a huge number of screens across the US. 
 
In fact, Dhoom 3 broke the record set by Chennai Express, which had grossed $2.2 million across the American theatres. Earlier this year, another Bollywood film Yeh Jawaani Hai Deewani managed to break into the US top 10, showing in 162 theatres across the country. 
 
Such feats by Bollywood films, with the industry celebrating 100 years of its existence, continue to create records in a non-Hindi-speaking territory. 
 Almost all the top-line actors/celebrities of Indian cinema have tried to make foray into Hollywood and enjoy a great rapport with the Red Carpet events abroad. Big names like <keyword id="6357912" type="PERSON" weightage="40" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword>, <keyword id="6366471" type="PERSON" weightage="40" keywordseo="Aishwarya-Rai">Aishwarya Rai</keyword>, <keyword id="6358615" type="PERSON" weightage="40" keywordseo="Shilpa-Shetty">Shilpa Shetty</keyword>, <keyword id="598" type="PERSON" weightage="40" keywordseo="Deepika-Padukone">Deepika Padukone</keyword>, Shah Rukh Khan, <keyword id="6355846" type="PERSON" weightage="40" keywordseo="Madhuri-Dixit">Madhuri Dixit</keyword> and <keyword id="6354580" type="PERSON" weightage="40" keywordseo="Sridevi">Sridevi</keyword> have a sizeable fan base in the US and it is not surprising that next year’s International <keyword id="131934" type="ORGANIZATION" weightage="60" keywordseo="Indian-Film-Academy">Indian Film Academy</keyword> (<keyword id="19317" type="ORGANIZATION" weightage="40" keywordseo="IIFA">IIFA</keyword>) event is going to be held in Tampa Bay, Florida. 
 While IIFA is a global platform which celebrates and presents the Indian cinema beyond its geographical boundaries, the fact that it is going to be held in the US is highly significant. It signals the ‘arrival’ of Indian cinema to the land of high-quality cinema. According to IIFA and <keyword id="1994787" type="UNKNOWN" weightage="40" keywordseo="Wizcraft-director">Wizcraft director</keyword> Andre Timms, the decision to hold the IIFA event in Florida during April 24-26, 2014, was taken following the ‘unprecedented demand’ for the event to be held in the US. “Florida was chosen, following the need for the largest stage to host various larger-than-life sub-events as part of the main event,” Timms had reportedly said. 
 
Slowly but surely, Hollywood seems to be realising that Bollywood is something more than <keyword id="32892" type="PERSON" weightage="40" keywordseo="Slumdog-Millionaire">Slumdog Millionaire</keyword> or the usual song-and-dance routines, although they continue to be the strength and the USP of Bollywood productions. 
 It’s the stuff that can make fairy tales look rather insipid. When the then Miss New York <keyword id="1994786" type="UNKNOWN" weightage="60" keywordseo="Nina-Davaluri">Nina Davaluri</keyword> danced to popular Bollywood song ‘Dhoom Taana’ from the film Om Shanti Om for her talent show round, experts had probably underestimated the reach of Bollywood and wondered if this choice could affect her chances of winning the coveted crown. In fact, no one had placed bets on her victory. It is now history that she won the Miss America crown. 
 
And what a victory it was! 
 
In retrospect, a Bollywood song on the Hollywood-adoring land found its share of takers. It wasn't the divider; in fact, it must have been the unifying agent. The thickly Hindi-flavoured Bollywood had crossed the shores and reached the global audience, much like Butter Chicken Masala and the spicy Indian curry. 
 
Is it, therefore, surprising that the world looks at Bollywood as India’s biggest export? It is the largest film industry in the world and the biggest employment churner in India. Bollywood and its local counterparts within the country produce more than 1,000 films annually across 20 languages, predominantly for a film-watching population of half a billion who are well under 25 years of age. 
 
What more can you say about a film industry that has existed for over 100 years, and has produced numerous stars and superb cinematic moments for the fans to cherish? Hollywood was not even in the concept stage when the theatre-inspired Bollywood was experimenting with entertaining people in many languages. 
 
Bollywood came into existence in 1899 with the production of a short film and Hollywood took its first gasp of breath a good 11 years later in 1910. Now, crunch some numbers. While Hollywood produces 500 films per year, Bollywood does more than 1,000 films even during a lean year. Hollywood movies are watched by more than 2.6 billion people worldwide with English being the language of communication. But Bollywood, even with its severe language limitation (the medium is Hindi, a language spoken by the majority in India), enjoys a viewer base of 3 billion. 
 
After Indians started to migrate in the early 80s, the late 90s saw a spate of movies with the NRI life as their key theme. And the old plots were resurrected, with flavours to suit those who had left home to earn more of the foreign soil like seen in ‘DDLJ’. Needless to say, these movies packed lots of emotions – that of being away from homeland, the feeling of alienation and the search for identity. Bollywood had matured with time. 
 
Hollywood continues its triumph in many areas but what Bollywood has made possible is quite another thing. A multilanguage-based film industry, sniggered at for being the song-and-dance trade, managed to turn that very aspect into its strength. 
 
But you have to consider another thing as well. Although Pakistan and India don’t see eye to eye in many areas, Bollywood gets the singers from Pakistan to sing some quintessential numbers. And many of those songs have become super hits in both countries. Movies build the bridge between the two nations, if nothing else. 
 But Pakistan is not the only country where you will find Bollywood fans. Bollywood finds its audiences in West Africa, Dubai, Prague, the US and the UK. And not all of them are Hindi-speaking people. There are Berliners who have learnt Hindi to be able to follow those films; there are Russians who have watched Bollywood’s dream merchant <keyword id="6358412" type="PERSON" weightage="40" keywordseo="Raj-Kapoor">Raj Kapoor</keyword>’s classics and shed tears when he passed away and there are the Japanese and the Chinese, too. 
 
Interestingly, Bollywood and Hollywood had signed a pact back in 2010 in order to leverage their industry experience and diversity, and use the same for the benefit of global audiences. Termed as the ‘historic co-operation pact,’ it will also see two of the world’s biggest movie industries come together for content protection and distribution. 
 
Now, in a situation where Bollywood and Hollywood have come together, the world will sure be one big cinema hall! And entertainment? Unlimited, of course. Treat yourself!

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How TikTok has changed the dance industry, becoming a 'goldmine' for performers looking for their big breaks and driving choreography  that fits the frame