Curzon has signed with Think Events to promote the 100 Years of Bollywood centenary, running from August 2013-April 2014 in London to handle its marketing strategy and media relations.

Bollywood has become one of the world’s largest film industries since the debut of its first official film on 3 May 1913, Raja Harishchandra by Dadasaheb Phalke. As reported by The Telegraph, the UK is home to the largest audience for Bollywood films outside of India, contributing 15-20% of the industry’s profits.

The year-long festival will encompass events that cover food, talent, fashion, art, sports and film, tying in with London’s position as a global hub and tourist centre, seeking to strengthen cultural ties and understanding between the UK and India. The festival will culminate in a four-day extravaganza, ending at Wembley Arena, headlined by Bollywood superstars.