The Buzz over B-word

What's the secret of Bollywood's appeal that manages to cross over? Khan believes "it is our stories, which are about relationships and love, and are understood by everyone".

Hindi cinema may have takers across the world but ironically, the term Bollywood has a derogatory connotation. Says Bachchan, "The term is now introduced in the Oxford dictionary, but it is still a terrible word and not reflective of what we really are. We still need a more indigenous name." Johar believes that even though it is mock terminology, "we have to accept that Bollywood is accepted globally. But we need to be careful with its usage domestically".

But the fervor and enthusiasm for Brand Bollywood at the film festival has made even the sharpest critics take note and admit, albeit grudgingly, that it's time one made peace with "Bollywood". Hollywood director Darren Aronofsky of Black Swan fame, quipped, "I know Bollywood is considered a bad word but I got into it when I was at the American Film Institute." Sholay remains one of his favourite Bollywood films. British actor and former Bond Girl Gemma Arterton, too, declares her love for Bollywood and all things Shah Rukh Khan, especially Kuch Kuch Hota Hai. And the memo from Marrakech is clear: Bollywood is not a bad word.

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