ThreeContinents. Four Countries. Five IIFAs. The World Applauds.And the journey has just begun. The journey of IIFA. Celebrating India Cinema across the world. As global cinema rapidly emerges, a prominent place for Indian Cinema is reserved. IIFA constantly endeavours to showcase to the world the wealth of talent Indian Cinema has to offer.Year on year, each IIFA experience even more stunning than the one before.From its inception, IIFA has been creating bonds…between people, between film industries, between countries. Starting with a venue as defining as the Millennium Dome, on the outskirts of London, IIFA fever gripped the world. During the week of IIFA, Indian Cinema was news on the hour across all television channels. The London Times headline screamed: “Move Over LA. Here Comes Mumbai.” It was here that Angelina Jolie proclaimed, “I just learned about these films and people, and I was just blown away!” and Jackie Chan pleaded, “I really want to make Indian films and I believe today there are a lot of directors and producers. Invite me, I am not only good for comedy, action and stunt, I am a very good singer and I am not very expensive.” In the subsequent years, the IIFA Awards grew from a one-night event into a three-day Weekend, wherein the IIFA Awards are the highlight.

Wherever IIFA has left its mark, it has promoted the business of Indian Cinema and provided it an impetus. The sale of tickets of Hindi cinema grew by thirty five percent in the UK in the six months after IIFA. In South Africa, Hindi films moved from matinee shows on weekends to mainline theatres and now there are competing distribution chains vying for the rights to exhibit Hindi films across Africa. In Malaysia, there was an increase in the value of rights for Indian Cinema and the collection from exhibition and sale of non-pirated DVDs increased by more than 50 percent. The number of Indian visitors to Malaysia has risen by 35 percent and Indian occupancy at Genting Highlands rose by 190 percent in the year after IIFA. In 2004, the doors were opened for Indian filmmakers to film in Singapore. Mr. Shekhar Kapoor announced his next bilingual film venture to be made in Hindi ‘Paani’ and in English ‘Water’, with Mr. Barrie Osborne producer of ‘The Lord of the Rings’, ‘Face Off’, ‘Matrix’, ‘Apocalypse’. The film, addressing the fight for water in the world, has a starcast, which is a combination a combination of Hollywood and Indian stars.

The Singapore government honoured IIFA brand ambassador Amitabh Bachchan by naming a hybrid orchid after him: Dendrobium Amitabh Bachchan. And the stars of Indian Cinema launched the ‘Runway of Fame’ at Changi Airport.

Such is the power of Indian Cinema and the hysteria generated by the IIFA Movement.