Shifting Spaces: From Public Cinema Halls to the Privacy of Homes

This chapter traces the evolution of Bollywood film distribution in the Middle East, exploring the shift from cinema halls to the privacy of homes through VHS circuits and broadcasting channels. Despite political challenges such as Egypt’s ban on Indian films and the devastation of the Civil War in Lebanon, Bollywood maintained its presence in the region by adapting to new distribution platforms. The emergence of dedicated channels like Zee Aflam and MBC Bollywood revolutionized the accessibility of Indian cinema to Arab-speaking audiences, transcending diasporic communities to reach broader viewership. Zee Aflam, launched in 2007, pioneered tailored Bollywood programming for local tastes, while MBC Bollywood, inaugurated in 2013, further expanded the cultural footprint of Indian films in the Arab world. By capitalizing on cable television and digital formats, these channels revitalized the Indian film market in the region, offering a diverse array of cinematic content to audiences amidst the decline of theatrical distribution. By tracing the trajectory of Bollywood’s distribution networks in the Middle East, this chapter offers insights into the evolving landscape of film distribution and consumption, highlighting the resilience and adaptability of Bollywood in the face of changing media landscapes.