Hundreds of sari- and suit-clad fans are kicking off the inaugural Times of India Film Awards at a concert Thursday night featuring the music and dance of Bollywood films.
The concert is the first of numerous events over the weekend, which will culminate in a star-studded awards show on Saturday.
Twenty-one-year-old Manila Subedi says she bought tickets to the events as soon as they went on sale in February.
She says even though her non-South Asian friends don't know what all the fuss is about, in India some of the stars are as famous as actors like Brad Pitt.
The B.C. government has spent $11 million to host and promote the awards, according to a Tourism Ministry release, and coverage is estimated to attract 400 million viewers from India and around the world.