Exciting films for a boring game
The British Cricket machers are attempting to create global relevance by sponsoring outdoor screenings of Bollywood flix.
“Cricket is in an extremely difficult position in this early part of the summer in that the focus of the sporting public is on football and still will be for some time,” Read said.
“With the World Cup getting closer by the day, people are concentrating on that and in a way are just getting used to cricket again.
“We must market it properly to get people to the cricket and the tours of Sri Lanka and India provide a great opportunity to link cricket to popular culture.