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Abstract Social media in India now has access to a large number of youths both in the rural and urban areas and is capable to construct and spread various kinds of social, political, and cultural narratives at the mass level. In the last few years, Indian Cine Industry popularly called “Bollywood” has been at the center of discussion not only in main media but also on social media for different reasons. Twitter and Facebook are two important platforms that set the trends on social media and have an influence over the main media. In the last three years, a large number of local, regional, and national level journalists have started their YouTube channels and created a separate audience. The Indian Cine Industry faced the wrath of people on social media in 2020 when a young cinema actor was found dead in his apartment. The popular public opinion was that he was murdered and some influential Bollywood celebrities were involved in the conspiracy of his murder. This issue prolonged on main media and social media for about 3-4 months and also attracted the attention of the international media and social media. A boycott campaign against Bollywood boycott again launched recently by a section of society on indecent picturization of Hindu Gods on some Bollywood movies. This time boycott appeal trended in a big way over social media particularly on twitter, Facebook and Whatsapp. As a result, a number of Bollywood films miserably flopped at the box office. The present paper explores and investigates the factors responsible for such a phenomenon in the Indian film industry. Key Words: Indian Cinema, Globalization, social media, box office, Hindu Gods.

Emerging Trends in Development Research

Volume 30, No. 1, January -June, 2023

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