Ebrahim, Haseenah2011-05-162011-05-1620081812-5441http://hdl.handle.net/10539/980213(2)This essay explores two aspects of the Bollywood "phenomenon" as it has played out, in the past decade, in South Africa - a part of the Indian diaspora where the popularity of the Hindi-Indian cinema has an established history. Firstly, the article maps the expansion of Bollywood beyond the Indian diasporic audience to so-called "crossover" audiences, a phenomenon I have labelled the "mainstreaming" of Bollywood in South Africa. Secondly, it examines developments in relation to the expansion of Bollywood - South African film industry co-operation, including Bollywood's use of South Africa for location shooting.enArticle