This essay examines reflexive strategies in three contemporary Hindi-language feature films directed by women, Om Shanti Om, Luck By Chance, and Dhobi Ghat/Mumbai Diaries. These Mumbai-set films, directed and written by Farah Khan, Zoya Akhtar, and Kiran Rao, respectively, offer insider industry perspectives and a variety of outlooks on Bollywood and Indian society more generally. I introduce the concepts of “selective reflection” to critically examine self-conscious representations of the excessively star-driven world of Bollywood filmmaking in an age of globalization, directing (...) styles and strategies of image-making, and the blurred boundaries between reality and artifice. This article presents a close analysis of narrative tropes, filmi references, casting, spectator dynamics, and gendered agency in films that represent a taxonomic range from commercial blockbuster to art cinema. (shrink)