Bollywood this week throws its premier awards event for the first time in the United States, which has quietly become the leading overseas market for India's prolific film industry. The International Indian Film Academy today kicks off four days of festivities in Tampa culminating in an awards ceremony on Saturday that will bring out Bollywood's glitterati and Hollywood legend John Travolta.While Bollywood is known for its extravagant song-and-dance routines, its expansion into the United States has been more understated. Indian films are increasingly shown in mainstream US cinemas which set aside specific screens and times.The United States has topped Britain in recent years as the largest overseas market for Bollywood, fuelled by demand from the three million-strong Indian American community and the growing ease of distributing movies through the digital format.