Movie Transcreation – When Bollywood Meets The World!
2 out of the Top 10 highest grossing non-English movies of all time are of Indian origin. Bollywood movies are released in several countries besides the regular South Asian ones. These include Germany, UAE, Afghanistan, Egypt, Switzerland, Russia and even many African and South American countries. The most recent movies to have crossed over the Indian soil and broken box-office records are Dangal and Baahubali. These movies were dubbed in languages such as English, French, German, Japanese, Chinese and Hindi.
The unprecedented success of Dangal in China has taken everyone by surprise. It has yet again demonstrated the significant role languages play in our lives and how they can be a unifying factor despite geographical and cultural differences. Upon asking what is it that made the movie so popular in China;
Liang Levi, a native Chinese linguist and also a film enthusiast commented, "It's the theme of the movie that appeals to so many Chinese audiences, of how parents sometimes expect children to fulfill their own dreams and aspirations. The story goes on very naturally, without any irrelevant plot. The actors played their roles brilliantly. I absolutely loved the characters of the two sisters."
We’re all aware that these cinematic masterpieces could well become a laughing stock if even a few dialogues sound out of context, are vague or fail to convey the exact sentiment of the original movie. The onus of bringing the dialogues to life in another language lies with translators. The process of creative adaptation of any content (eg.: advertisements, jingles, slogans, taglines, movies, TV serials, etc.) is known as transcreation. It is through transcreation that we’re able to effectively understand and also enjoy overseas multimedia content in our own languages.