This article considers the remediation of Hindi cinema’s filmi culture in the citational practices of digital media. Foregrounding a case study of the lip-sync video on platforms such as Dubsmash and TikTok, it traces the formation of an expanded archive of Hindi cinema, one which reveals this cinema as less a canon of films than a repertoire of gestures, expressions and style offered up for use to a non-traditional cinephiliac public. The article argues, however, that such an archival view of a historical filmi culture is possible only because of the recession of a filmi culture organised around the sign of cinema to one organised around the sociality of platforms. Among other things, it attributes this shift to the passing of the masala film. The article then pays particular attention to this form as an assemblage of detachable parts primed for circulation. It finally addresses the emergence of a new industrial reflexivity in response to the currency of filmi style in an age of platforms.
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