HOME | SCOOP!! & NEWS | BOLLYWOOD IIFA awards to rock Britain28th May 2007 14.00 IST By Agencies This year's International Indian Film Academy (IIFA) awards, which have Bollywood mega superstar Amitabh Bachchan as brand ambassador, will held in the British county of Yorkshire from June 7. Five hundred million viewers across the world are expected to watch the four-day Bollywood extravaganza. 
The event will also see the premiere of The Train , about the story of a married man falling for another woman. The film promises "something even more shocking than probably has ever been seen before in a Hindi movie," the Observer reported a movie website as saying. Stars more famous than Brad Pitt across South Asia and more loved than Nicole Kidman will soon be wandering through the streets of Sheffield and Bradford, the report said. Yorkshire officials hope that, by showcasing the beauty of Britain's white-rose county through four days of glitter, parties and even the odd celebrity cricket match, Indian producers will be lured towards choosing it as a future setting for films. "This was always an opportunity to showcase Yorkshire," said Sabbas Joseph, director of IIFA, who chose the county after receiving personal request from Prime Minister Tony Blair. "The feedback from the industry has been phenomenal." Among the celebrities who will walk the red carpet include Bachchan and his newly-wed son and daughter-in-law duo of Abhishek Bachchan and Aishwarya Rai . Shilpa Shetty , who shot to fame after she appeared in the Celebrity Big Brother show, will also be present along with British stars Sienna Miller and Colin Firth. A Charity celebrity cricket match will be held on the second day of the event, which will see top A-list stars and cricketing greats from the UK and Asia battle for supremacy at the famous Headingley Carnegie Stadium in Leeds. The event will be inaugurated by Bachchan and Shilpa. The star studded Team IIFA boasts the likes of Kapil Dev and Mohammad Azharuddin. IIFA is expected to bring 28,000 visitors to Yorkshire next month and generate 10 million pounds of direct tourism spend. Neil Jenkinson, Head of Culture and Major events at Yorkshire Forward, said: "If there is one thing that already connects our region and India, it is our shared love of cricket. The IIFA weekend celebrity cricket match will not only attract sports and film fans from across the world to our region, the eyes of India will also be on us - what a great way to showcase our region and its assets." Related Amitabh Bachchan The Train Abhishek Bachchan Aishwarya Rai Shilpa Shetty |
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