At a time when Hollywood is incubating diverse talent like never before, Bollywood is out to mesmerise the US with its magic at the three-day IIFA Weekend and Awards starting here on Thursday.
The "green carpet" is being rolled out and some film stars have already landed here for the 18th edition of the gala, which also goes beyond the Hindi film industry's glitz and glamour to push discussions around tourism, business opportunities and environment.
'We are set. When somebody does a big movie and it's their Friday... You know what it's like. So for us, Thursday onwards our show starts and we are all nervous. But New York is going to rock," Andre Timmins, Director, Wizcraft International, told IANS.
The company has been the producers and creator of the International Indian Film Academy (IIFA) that had its debut event at the Millennium Dome in Greenwich, Britain, in 2000.
It was organised with a meagre budget of Rs 20 lakh, but after travelling to 15 locations across 12 countries and 4 continents, the event has grown in size and scale considerably.
*Cuteness Overload Alert*
— IIFA Awards (@IIFA) July 11, 2017
The Kapoor family arrives in New York City for #IIFA2017. Let the celebrations begin. @shahidkapoor pic.twitter.com/KqQW9jlhJl
This is the first time that the event will be held in New York -- described as the city that never sleeps. The IIFA show was first brought to US at Tampa Bay, Florida in 2014.
Jeffrey R. Sexton, the Minister Counsellor for Public Affairs at US Embassy in India, said here: "Films from India now do more business than any other non-English films in the US... It's also interesting that the Indian entertainment industry has come to the US as a destination for shooting films."
Here to rock IIFA ROCKS is the rockstar himself @MikaSingh. Welcome to #IIFA2017! pic.twitter.com/Rs3X3tgIrY
— IIFA Awards (@IIFA) July 12, 2017
He said in the coming month they looked forward to welcome more and more Bollywood filmmakers and stars for IIFA and beyond, adding that over the last five years, the number of Indian visitors in the US had "nearly doubled".
Last year, he said, there were over a million Indian travellers to US, where Indian actors like Priyanka Chopra, Deepika Padukone, Anupam Kher and Irrfan Khan have made a mark in recent years.
New York here they come! The sizzling couple departs for #IIFA2017. @bipsluvurself pic.twitter.com/DOgHWomnBP
— IIFA Awards (@IIFA) July 12, 2017
"But India is a country of over a billion people, and I know that there are a lot more potential travellers," he added.
At IIFA show this year, stars like Salman Khan, Alia Bhatt, Katrina Kaif, Shahid Kapoor, A.R. Rahman, Diljit Dosanjh, Sushant Singh Rajput, Kriti Sanon, Varun Dhawan, Dia Mirza, Preity Zinta and Hrithik Roshan will be seen, along with IIFA Awards hosts Karan Johar and Saif Ali Khan.
"There will be a bit of Hollywood too," Timmins said, without divulging any names. But given that celebrities like Kevin Spacey, Angelina Jolie, John Travolta and Hilary Swank have attended past IIFA editions, one can expect some popular names to be there.
Prior to the main event on Saturday at the grand MetLife Stadium -- which has hosted the Super Bowl and concerts of the likes of Coldplay and Paul McCartney -- there's lots planned.
"MetLife is the Rolls Royce of arenas in the world, and we are the first Indian event to go to MetLife," Timmins said, adding that they are expecting a crowd of at least 40,000.
"We have already sold about 30,000 tickets," he said.
The dapper @itsSSR heads to New York for #IIFA2017 in style. pic.twitter.com/G4cX6CsIm1
— IIFA Awards (@IIFA) July 11, 2017
On Thursday evening, the famous Times Square will come alive with a IIFA Stomp -- a "free for public party" at the 45th and 46th street where Indian DJs -- and perhaps Varun Dhawan -- will play Bollywood beats and some 'desi' fashion will be showcased at a ramp.
"It's going to be a welcome party to New York," Timmins said, adding that simultaneously a Shuruaat Gala Dinner, where people from from Bollywood, and leaders from business, philanthropy, media, education and the Arts will congregate to raise awareness for women empowerment, gender equality, clean water and sanitation issues.
On the following day, the Asia Society Auditorium will host the Ficci-IIFA Global Business Forum 2017, which will see powerful minds coming together to address global issues.
"Our business forum is pretty heavyweight this time," said Timmins, who hopes to see names like Nikki Haley, US Ambassador to the United Nations, and US Congresswoman Tulsi Gabbard in attendance.
For Friday evening, there's IIFA Rocks -- a musical gala at the MetLife Stadium, featuring the Oscar winning composer Rahman performing live to celebrate his 25th anniversary in filmdom.
NYC!! Ready to #IIFA2017 !!! @WizAndreTimmins @rajcheerfull pic.twitter.com/2l8AU5b5h3
— Karan Johar (@karanjohar) July 12, 2017
"We have a great orchestra from New York, and our own band... I think it's going to be special," said Rahman. Apart from him, Diljit and Kamaal Khan will also dazzle at the musical extravaganza.
The final day will culminate with the awards ceremony, where a plethora of Bollywood stars -- and hopefully some Hollywood ones too -- will rock the green carpet and the stage thereafter.
What makes IIFA different this year is that it will be aired live.
The boss man @karanjohar has arrived at the Big Apple to takeover the celebrations like never before! Let's hear it for #IIFA2017! pic.twitter.com/ZxorMNsaPI
— IIFA Awards (@IIFA) July 12, 2017
"Like we wake up for the and Grammy, this year, we can wake up for the IIFA Awards," said Sabbas Joseph, Director, Wizraft International Entertainment.
Bollywood in all its glory, this time for New York! @Sunielwhetty @Nawazuddin_S & @realpreityzinta head to join the madness at #IIFA2017 pic.twitter.com/Nza19QjkRu
— IIFA Awards (@IIFA) July 12, 2017
Isn't he a charmer? #SaifAliKhan arrives in New York for #IIFA2017 pic.twitter.com/5xi16K9gAs
— IIFA Awards (@IIFA) July 11, 2017
New York, Swagat nai karoge @BeingSalmanKhan ka? The Bhaijaan of Bollywood snapped before he heads to rule hearts at the #IIFA2017 pic.twitter.com/49TqFbxXge
— IIFA Awards (@IIFA) July 12, 2017
Bollywood divas to set ablaze the city of dreams with #IIFA2017. @aditiraohydari, @humasqureshi snapped as they arrived at the Big Apple! pic.twitter.com/8IONAxvPXg
— IIFA Awards (@IIFA) July 12, 2017
Brace yourselves! The life of every celebration @Varun_dvn & @aliaa08 snapped before heading to the Big Apple for #IIFA2017 pic.twitter.com/6NeVnoL55p
— IIFA Awards (@IIFA) July 12, 2017
