The field of Bollywood studies has remained predominantly critical, theoretical and historical in focus. This book brings together qualitative and quantitative approaches to tackle empirical questions focusing on the relationship between soft power, hybridity, cinematic texts, and audiences.

Foreword Introduction: Bollywood and Globalization: Researching Popular Hindi Cinema through the Lens of Film Flows Part 1: Transcultural Contexts and Soft Power 1. The big stick behind "soft power"? The case of Indian films in international markets 2. Bollywood at Large: Who is watching Bollywood films? 3. Transnational Elements In Hong Kong And Hindi Film Industries: A Comparative Analysis Part 2: Cinematic Content and Soft Power 4. Box Office and "Bollywood": An Analysis of Soft Power Content in Popular Hindi Cinema 5. Cinematic Soft Power and Contraflows: The Prevalence of South Asian Culture and Art in Popular Hindi Cinema l 6. The Impact of Globalization on Bollywood Cinema's Depictions of Violence, Sexuality, Crime, Social vice and Romance 7. The Changing Face of Indian Women in the Era of Global Bollywood Part 3: Cinematic Soft Power and Audiences 8. Bollywood Cinema and Contemporary Audiences: Surveying Viewer Perceptions and Practices 9. Cultural connections in a globalized orld: The power of Bollywood in the United States 10. Emotional Arousal and Bollywood: Assessing Cortical Activation for Violent, Sexual, and Romantic Content in Popular Hindi Cinema