For the past 17 years, since the IIFA Weekend and Awards came into being, so much has changed, so many people influenced, countries explored & many new audiences added. Not only has Indian Cinema expanded its wings and explored new horizons, but it has also made stronger bonds with new nations and made an intense connect with Hollywood. After captivating audiences in 14 locations across 5 continents, the grandest celebration of Indian Cinema celebrated in Madrid this year
The 17th annual edition of IIFA Weekend & Awards was hosted in Madrid, Spain on June 23-25, 2016. The IIFA Weekend & Awards are eagerly awaited and anticipated by fans around the world as they present the opportunity of a lifetime for guests to witness an action-packed weekend showcasing the best of Bollywood. The 3-day IIFA Weekend celebrates Indian Cinema in its grandest form, with elements of culture, business, film, fashion, entertainment and music from India.
Mammoth productions and multi-crore deals. Big-ticket releases and trade analysis. Publicity, tie-ups, buzz. The world's biggest movie industry is hard at work round-the-clock, all through the year. The stakes are big, the pressure intense and the need to stay on top of things, overwhelming. But there's one time during the year when hotshot filmmakers and their cavalcade of stars allow themselves a breather. The box-office and critics, overseas collections and high-powered negotiations take a backseat. It's time to exhale and breathe in a fresh burst of energy and excitement. It's time for the film folk to revel in their work and colleagues. IIFA helps the industry connect with one another in a faraway location, leaving the rigors of their profession aside. The IIFA Weekend, from the point of view of the stars, is the grandest of all parties. A grand, exciting, foot-tapping, back-slapping, ice-breaking party. It's where they get to meet their friends and rivals, old colleagues and new acquaintances, in an atmosphere of genuine bonhomie. IIFA Weekend activities range from stars discovering cities on bikes and petting lion cubs, getting pampered at spas and entranced by history, and the fun culminates with the rocking after-parties.
THE IIFA WEEKEND ..ONE BIG PARTY
Encompassing four massive film industries of South India, the Tamil, the Telugu, the Malayalam and the Kannada- The Cinema of South India is being celebrated as a single entity. Known for its larger-than-life movies, flamboyant superstars, immense talent pool, technologically advanced productions, loyal fan following, the Cinema of the South has created waves not only in India but also made a name for itself on the global map.
Having journeyed the world for 17 years IIFA has taken India cinema to the world but it is now time to bring the world to India and for IIFA to come home. It is with this objective that IIFA Utsavam was launched, where we endeavor to bring the world to Hyderabad through international recognition and association of brand IIFA. The aim is to bring recognition, prestige and glory to the South Indian Film industries, by felicitating them and recognizing their achievements and triumphs annually. The IIFA Utsavam weekend will help give the Southern film industries a bigger global platform to grow a larger audience across India and internationally. IIFA Utsavam will bring together for the second time the four main industries; Malayalam, Tamil, Telugu and Kannada for a major 2-day event.
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