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How did Bollywood pivot from singing in the Swiss Alps to chasing the midnight target? And what does it mean for the future of the ₹10,000 crore industry?

This paper addresses three research questions: How did Bollywood pivot from singing in the

: In October 2025, Target famously opened approximately 500 stores at midnight to celebrate the release of Taylor Swift's 12th studio album, The Life of a Showgirl . The Life of a Showgirl .