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Dubbing in demand as Hollywood takes hold in India
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Saturday, June 12, 2010 |
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New art in making: Mona Shetty rehearses for dubbing in her studio
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MONA SHETTY breaks into fits of laughter when she talks about playing Barbie in the Hindi-language version of the Hollywood animation Toy Story 3.
“I've never played with a Barbie doll in my life but I got to be Barbie,” she said with a smile. “I loved it. I got to say, ‘I love you Ken’.”
Voice artistes like Shetty are in high demand as Hollywood films become more popular with Indian audiences, driven in part by the growth in multiplex cinemas in big cities and tie-ups between US and Indian studios.
Evidence of India’s appetite for US blockbusters is everywhere at the dubbing studios that Shetty runs with her mother, Leela Ghosh, in the northern suburbs of Mumbai.
“There’s enormous possibilities for dubbing,” 60-year-old Ghosh, who set up the business in the early 1990s, told reporters. “Once upon a time this industry wasn’t very organised but now it is.”
With about three billion cinema tickets sold in India every year, compared with 1.5 billion in the US, dubbing both foreign and domestic films in India is potentially lucrative.
A total of 242 Hindi-language or Bollywood films were released last year with even more made in south India in Telugu, Tamil, Malayalam and Kannada.
The Indian industry as a whole had revenues of Rs89.3bn ($2.0bn/£1.37bn) in 2009, according to a recent report on the film industry by auditors KPMG.
In comparison, only 60 foreign films were released in India in the same period, making nearly Rs3.8bn ($812m/558m).
Producing a dubbed movie can take as little as one month - a tight turnaround compared with the years it often takes to make the original film.
Costs - anything from Rs500,000-15,00000 ($10,695-$32,085) - depend on the marketing, number of characters, the language and whether songs also have to be translated, said Shetty.
Foreign films are tailored to suit more conservative Indian sensibilities, particularly in terms of sex and religion, while sometimes the language itself throws up problems.
Shetty described the translation of director James Cameron's Avatar as a “nightmare” as the characters speak Na'vi, which was created by a US linguist and inspired by the language of indigenous New Zealanders.
The Indian version worked, though, becoming one of the most popular movies last year.
Ghosh said the appeal of dubbed films comes from Indian audiences being more comfortable with dialogue in their own language.
“It’s very satisfying to see a film like Godzilla, Anaconda, Spiderman or ‘James Bond’ doing excellent business in Hindi also. That means people are hungry for good stars and good techniques,” she said.
Shetty has made a living from the business, lending her voice to some of Hollywood’s most bankable stars, including Angelina Jolie in Tomb Raider and Drew Barrymore in Charlie’s Angels - but without the intense media scrutiny.
“You just learn to listen to a voice and train yourself to replicate it in your own language. You have to match their pitch, their tone and voice quality as far as possible without sounding unnatural,’ the 36-year-old said.
Some voice artistes, who can earn anything from Rs20,000-Rs50,000 ($427-$1069) a role, see it as a stepping stone to a more high-profile on-screen career.
“Many people come to Mumbai as aspiring actors. This is what feeds them until they make it,’ said Shetty. “Some people do it as a part-time job. But they soon realise it’s a full-time job.”
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