It is difficult for an outsider to gauge the impact movies have on the collective unconsciousness of the vast majority of Indians. While it is the cheapest form of entertainment available to the masses, Bollywood movies are also seen as potent unifiers of a multi-cultural, multi-lingual nation of 1.2 billion people. Recognizing this, in 2003 the government granted industry status to this world of art and Bollywood acquired a formal mandate as a service industry. For an emerging economy like India with 30% population below the poverty line, the role of Bollywood is much greater than providing senseless and casual entertainment. As the combination of all arts, a mantle of gravitas descends on Bollywood. This paper explores the reasons why as an art form and therefore a service provider, Bollywood has veered from its social responsibilities and what can be done by all concerned to make the Bollywood film makers more socially responsive.
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