If Oscars night is Hollywood’s most anticipated affair, for Bollywood look no further than the International Indian Film Academy (IIFA) awards.

Unlike other movie awards ceremonies, the IIFA – in conjunction with its own shindig – holds a number of lavish events over a four-day period; every year in a new global location. Celebrating much more than just Indian cinema, the IIFA hopes to build bridges between cultures and trade worldwide by hosting a business forum, a fashion extravaganza, world film premieres, and finally the awards ceremony itself. This year, the six films nominated for Best Picture are: A Wednesday, Dostana, Ghajni, Jodhaa Akbar, Race and Rock On!!

With an ambassador like Amitabth Bachchan, (aka the biggest name in Indian cinema), the event has drawn an increasing numbers of viewers over the ten years since its creation, solidifying the importance of Indian cinema not only in its own country, but across international borders. “Sixty years ago, [Indian cinema] was looked down upon socially,” says Bachchan, about how far the art form has come. “It has grown to be parallel with popular culture.”

Cinema also plays a powerful role within the notoriously diverse Indian community. “Indian cinema has become that entity that integrates everybody that lives in our country,” Bachchan says about how people from all castes and classes laugh at the same jokes, or are moved to tears by the same drama.

Celebrating its tenth anniversary, the IIFA comes to Macau eager to boost its popularity among Chinese audiences. Marking the first time it has appeared in China, previous editions have been held in Thailand, Johannesburg, and London. Riding high on Slumdog Millionaire’s wave of popularity (although it was a British, not Indian production), it seems like the IIFA are all set to win over a whole new set of fans.

Anna Bisazza

The Venetian Macau, Thu 11-Sat 13

$2,399-$399, 6333 6660; www.cotaiticketing.com. www.iifa.com.