I wont disagree there Swagster. You're quite right: cool cheesy would be a fair summary on the whole. But having said that though I think Indians living abroad vis a vis Indians living in India have two very distinct notions of Bollywood. Its a lot more hyped there because they're away from the culture, away from home etc. Here, everybody is closer to the hype and hoopla to realise what its all about. When you speak of new school Bollywood though, are you referring to music or movies? As for the packaging, I think the producers here realise movie making to them is more than just a creative process and they definitely have commercial aspirations from their projects. And I think that packaging goes a long way in hyping up the movie or the brand of actor involved.