After 'Fighter', 'Article 370' banned in UAE

After the big-budgeted action film Fighter was banned in late January, 2024 in the UAE, another Bollywood release has met a similar fate in the gulf country. The much anticipated political action flick Article 370, directed by Aditya Jambhale and starring Yami Gautam, will not be allowed to hit screens across the country. Always considered more tolerant and liberal than the other Gulf Cooperation Countries, the United Arab Emirates is now standing in solidarity with Bahrain, Kuwait, Oman, Qatar and Saudi Arabia on this contentious issue.

Early last year, Vivek Agnihotri’s multi-starrer The Kashmir Files was allowed to show in UAE theatres after quite some hullabaloo and initial reluctance. It seems the controversy associated with these films have to do with the fact that they are mainly set in Kashmir, which of course is the bone of contention between India and Pakistan. Another reason is perhaps the fact that members of the Indian armed forces are portrayed as protagonists and heroes.

However, Indian and Pakistani residents in the UAE have always been at peace with each other. After all, they share neighbourhoods, office spaces, construction sites and recreational areas... apart from language and culture. Plus, Bollywood movies, regardless of their content have proven to be another agent of bonding, with even Gulf natives flocking to catch the latest flick.

Furthermore, Bollywood stars help tremendously with advertising commodities that boast huge markets in the West Asian region. Try these on for size: Shah Rukh Khan is the brand ambassador for Tag Hauer, Hyundai and Pepsi; Priyanka Chopra endorses the American fashion brand Guess; Hrithik Roshan lends his name and persona to Rado, Burger King and Coca Cola; while Deepika Padukone promotes L’Oreal and All About You. 

Yet, the image and voice of the latter two stars are being barred from gracing movie houses in the UAE. The production houses too are losing out on what used to be a regular and healthy source of box office revenue. But more than anything, these bans are denying expats from the Indian subcontinent the thrill and excitement of the Hindi film-going experience.