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Key to this was the emergence of the masala film genre, which combines elements of multiple genres (action, comedy, romance, drama, melodrama, musical).
The masala film was pioneered in the early 1970s by filmmaker Nasir Hussain, directed by Manmohan Desai and written by Kader Khan.
Credit for the term has been claimed by several different people, including the lyricist, filmmaker and scholar Amit Khanna, There was clearly a huge market for talkies and musicals; Bollywood and all the regional film industries quickly switched to sound filming.
Bollywood is part of the larger cinema of India (also known as Indywood), Indian cinema is the world's largest film industry in terms of film production, with an annual output of 1,986 feature films as of 2017, and Bollywood its its largest film producer, with 364 Hindi films produced annually as of 2017.
Kapoor followed the "tramp" style of Charlie Chaplin, Anand modelled himself after the "suave" style of Hollywood movie stars like Gregory Peck and Cary Grant, and Kumar pioneered a form of method acting that was similar to yet predated Hollywood method actors such as Marlon Brando.
Kumar, who was described as "the ultimate method actor" by Satyajit Ray and is considered one of India's greatest actors, inspired future generations of Indian actors; much like Brando's influence on Robert De Niro and Al Pacino, Kumar had a similar influence on later Indian actors such as Amitabh Bachchan, Naseeruddin Shah, Shah Rukh Khan and Nawazuddin Siddiqui.
The 1970s thus saw the rise of commercial cinema in the form of enduring films such as Sholay (1975), which consolidated Amitabh Bachchan's position as a lead actor.
The devotional classic Jai Santoshi Ma was also released in 1975.
Successful actors at the time included Dilip Kumar, Raj Kapoor, Dev Anand, and Guru Dutt, while successful actresses included Nargis, Vyjayanthimala, Meena Kumari, Nutan, Madhubala, Sadhana, Waheeda Rehman and Mala Sinha.