The stage is set, the mood alive! As Bollywood's grandest and most glamorous celebration, the International Indian Film Academy (IIFA) Weekend and Awards, launches here Thursday, Indian and Canadian officials hope for stronger ties in the years to come that will see a boost in co-productions, tourism and business.
"Canada is giving an amazing push to Indian cinema. It is great to see how their theaters are screening Hindi films, the public participation of the ethnic community, and the embracing of the South Asian community... all of that has been a huge factor in creating a buzz about IIFA there," Sabbas Joseph, director, Wizcraft International Entertainment, the organizers of the event, told IANS.
"The way infrastructure is being made available, the Toronto International Film Festival (TIFF) hosting a Raj Kapoor retrospective, a street being named Raj Kapoor Crescent... It's a first time ever! Each of these are unique, special events and arrangements for IIFA... and it brings a certain engagement factor," he added, appreciating the efforts of the host country.
IIFA, an annual event, is a three-day extravaganza starting from June 23 to celebrate Indian cinema on international shores. The event made its debut at the Millennium Dome in Greenwich, Britain, in 2000. It was organised with a meagre budget of Rs.2 million, but today, the budget of the star-studded event is at least up by "1,000 percent", said Sabbas, adding that the scale of the event is now a "little less than 5,000 times".
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