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Picture abhi baaki hai, mere dost BY CIHECT MEDIA

2010-07-25T22:37:00.000-07:00

Salman Khan raves about the promo of Dabangg on Twitter. Aamir Khan hosts a party at a swish hotel to unveil the first look of his film. Here's the story of how the promo outsmarted the film. By Janaki Viswanathan

A couple of weeks ago, theatre audiences watched a teaser in which a Hindi channel news reporter made a solemn statement: "Roz roz nahin banti Lagaan." He was referring to Aamir Khan's production Peepli [Live] which is not about farmer suicides. The line was Khan's idea. Peepli [Live]'s biggest star is its producer, so why not cash in on that? It worked. Everyone is intrigued.

The buzz around Peepli [Live] was that it was a serious take on farmer
suicides, a rumour effectively put to rest with the trailers

This Friday, audiences caught a promo of Salman Khan-starrer Dabangg during Priyadarshan's Khatta Meetha. Not that they weren't aware of it. Khan has been promoting the promo on Twitter for a while now.

Three years ago, Vidhu Vinod Chopra produced and directed royalty drama Eklavya. A source tells us that he deliberately had the promo of another of his productions -- of a very popular franchise -- shot and screened in theatres screening Eklavya, to increase footfall. He succeeded. The teaser of Munnabhai Chale Amerika excited movie-goers, though it made no mention of a release date. That's promo power.

Because the lifespan of films is short
On July 2, movie-goers were as excited about catching a trailer of Arjun Rampal-Kajol-Kareena Kapoor-starrer We Are Family, as they were to watch the first-day-first-show of I Hate Luv Storys. How did they know? The newspapers advertised it, that's how. On July 30, along with watching period gangster drama Once Upon A Time in Mumbaai, you can catch the first look of Priyadarshan's next, Aakrosh.

Promos were always meant to pique interest, but these days, they are falling over each other to claim attention. Rahul Nanda, one half of publicity campaign designer duo Rahul Nanda and Himanshu Nanda, says it's because the life of a film has shortened. "Earlier, films would run for 20 to 30 weeks, if not more. Today, some run for three weeks. It's crucial for the promo to strike home."

Mukul Misra of Trigger Happy Entertainment, seconds him. "Media has become denser, so promos are competitive too. Most can download movies off the Internet, or buy DVDs; piracy is booming. You need to give them a good reason to come to the movie hall and watch your film."

Nanda, whose recent print campaigns included Anil Kapoor's Aisha and Karan Johar's We Are Family, is busy putting together the publicity for Dabangg, Action Replayy, and Rajnikant's Robot. "The print campaign is important because the whole promotion develops around it," he says.

No wonder then that promos market films like they are advertising a brand. Vikas Bahl, chief creative officer, UTV Motion Pictures, says promos are as important as the film itself. Every film is a brand, and the promo helps build it in just 10 weeks.

What promo-type are you?
The teaser of Jaane Tu Ya Jaane Naa, had an unbeefy Imran Khan posing before a biceped cutout. Peepli [Live] does the poke-fun-at-self act too. So, is that an Aamir signature campaign, or does Trigger Happy like the self-deprecatory angle? Neither, apparently. "Jaane Tu ¦ didn't have any stars, so the promo had to grab eyeballs," explains Misra. For Peepli [Live], the promo borrowed from the dark humour of the film. "You couldn't have done it for say, a My Name Is Khan."

Director Anusha Rizvi had shot footage of teashops selling chips with brand names like 'Amir Khan' and 'Gajini', while filming Peepli [Live]. Later, Khan added the last line and decided that it would make for a fun promo. "It's a film that doesn't take itself too seriously, and we wanted the promos to reflect that, so that the audience gets an idea of what it's about," says Peepli's director.

The trend is that there's no trend, says Vikas Bahl of UTV. "Every time you launch a new film, you have to do something different. Following a promo trend will only kill your film."

Good promo, hit film
Trade analyst Taran Adarsh says a trailer is crucial to this end. "The first impression is the last impression," says Adarsh, who thinks I Hate Luv Storys, Peepli [Live] and Priyadarshan's Khatta Meetha carry 'good impressions'. "Khatta Meetha captures the common man, while I Hate Luv Storys was bursting with young life, of course. The effect of a promo tells in box office collections." Adarsh cites the example of a film with a name he can't recall, whose promos were uninteresting, and which flopped.

He's probably talking about Milenge Milenge, the Shahid Kapur-Kareena Kapoor -starrer, which came three years after their break-up. While the promos made no mention of the film's story, they played the "they are back together" card. "The promos weren't promoting the film; they were promoting an incident in the actors' lives," explains Aditya Joshi, one of the three founders of Trailer Wizards, the firm behind the Love Sex aur Dhokha promos. Joshi, Vikas Sharma and Shikhar Gandhi, are currently cutting promos for Anurag Kashyap's That Girl In Yellow Boots.

Promoting a film that's been in the cans is tough enough, what's tougher is marketing films like they do in Hollywood.

"In the west, a film's promotion goes on for nine months before its release. If you try that in India, people assume that the film isn't 'new'," explains Nanda.

Coming up
We may be churning them out fast, hyping them and advertising them, but desi promos have a long way to go. "Despite having a 40 per cent Hindi-speaking audience, we've lost the middle belt to Bhojpuri cinema," says Nanda, talking of how promos ought to be more region specific.

In a one-off, Trailer Wizards' campaign for That Girl In Yellow Boots will have different cuts for different countries. "The audience is vast, so we need to tap into every market," Joshi explains.

Markets and virals aside, what if the film is terrrible and the promo producers know that? "Then it becomes an even bigger challenge to find a sort of spin to it," laughs Joshi. But that's a different story.

Quick highlights
>>It costs anywhere between Rs 6 and Rs 8 lakh (minimum) to create one promotional campaign. This includes the teaser, theatrical trailer, song, dialogue and character promos.
>>Rahul Nanda did the 'calendar' promotion for Farhan Akhtar's Don. The publicity stills were shot and put up in cinemas even before the film was completed.
>>Nanda also had the promo concept for Paa worked out one-and-a-half years before R Balki even began shooting the Amitabh Bachchan-starrer. The entire campaign was worked around the first stills.

Promos that worked
>>Kaminey pitched itself as what it was: an action entertainer with its thundering Dhan te nan soundtrack.
>>Love Sex aur Dhokha had three promos, and neither gave away too much of the story.
>>Ajab Prem ki Ghazab Kahani used certain shots that weren't part of the original film, and the comicbook feel had a huge appeal.
>>Tere Bin Laden's lead actor's resemblance to the terrorist and the comic setting did it for the audience.

Now showing
The first promo of Dharma Productions' next, We Are Family (inspired from Step Mom) was screened in theatres showing I Hate Luv Storys, also a Dharma product

Pradeep Sarkar's Lafangey Parindey started its promotion with single campaigns for characters played by Neil Nitin Mukesh and Deepika Padukone. YRF makes its own promos.

CIHECT MEDIA NEWS : HINDI FILMS Khatta Meetha - Review

2010-07-25T22:23:00.000-07:00

When Priyadarshan and Akshay Kumar join hands, you expect the cineplex to reverberate with laughter. Let's not forget, the team has regaled us with some terrific entertainers in the past. Naturally then, you expect Khatta Meetha to take the legacy forward.

Buzz up!Unfortunately, Khatta Meetha is noise (the actors scream a lot in this movie), more noise (the great promotion) and only noise, while the content takes a complete backseat. Although Khatta Meetha shouldn't be compared to this combo's earlier works, since this one's a satire, I have to add that this is their weakest film to date.

The first question I asked myself once the movie got over was, what's the story? Okay, okay, neither did Priyadarshan's last few films had a story to tell, but when you attempt a satire, when one talks of the hardships faced by the common man, when one talks of corruption in society, there HAS to be a story in place. That goes without saying!

Khatta Meetha raises a finger at the corruption in government establishments, but what it tries to say, or expose, has been witnessed over and over again. In fact, it's the writing -- sorry, the absence of it -- that makes matters worse. The beginning is good, the middle falters and the end is exasperating.

Final word? This one's far from being meetha. It's a khatta experience!

Struggling road construction contractor Sachin Tichkule (Akshay Kumar) is doomed. There is no chance that his dreams will ever come true, simply because he has no money to bribe. To make matters worse, the new Municipal Commissioner turns out to be his ex girl friend (Trisha), who now hates him.

The film reveals the extent of corruption and bribery rampant in the system and the ingenious means you have to adopt if you want to survive in today's times.

Khatta Meetha attempts to say a lot many things in those 2.40 hours. Oh yes, its running time is a problem, more so because the narrative lacks the power to keep you hooked to the proceedings. Okay, coming back to what I wanted to say, Khatta Meetha is more of a collage of isolated incidents encompassed in those 2.40 hours. The collapse of the bridge, the consequent murder of Tinnu Anand, the constant bickering in the house, the tu-tu-main-main between Akshay and Trisha, the sister's track, the corrupt netas and government babus, the payment issue of workers... several sequences are a repeat of what's you watched barely minutes ago or an hour ago.

While the romantic track is the weakest link (half-baked; the songs are forced down your throats, without valid situations whatsoever), the flashback portions, depicting Akshay Kumar as a college student (!!!), is just hard to digest. Even the end is worn out and doesn't give the feel of contentment that one expects at the conclusion of a film.

Priyadarshan's handling of the comic sequences is noteworthy, especially in the first half of the film. The repair-and-paint sequence at Asrani's mansion is sure to bring the house down. Ditto for the conversation that Asrani has with multiple people, in person and also on phone. Also, the road roller sequence is a laugh-riot and prior to that Johnny Lever's sequence of repairing the road roller is truly funny. But a few isolated sequences aren't enough. The veteran storyteller ought to know the importance of a watertight screenplay
by now.

Cinematographer V. Manikandan's lens captures the exteriors with flourish. Pritam's music is easy on the ears and at least two songs are extremely popular as well, but the placement of songs in the narrative acts as a roadblock. Dialogues are funny at times, especially the one-liners.

Akshay Kumar plays the common man with gusto. He looks his part and more importantly, not once do you feel that he's repeating himself. However, he goes over the top in a few sequences. Trisha carries the Plain Jane look well, but fails as an actress. The fiery attitude, so vital when you're enacting the role of the Municipal Commissioner, is missing. Rajpal Yadav is in terrific form yet again. What a splendid actor!

Urvashi Sharma is awkward. Makrand Deshpande is wasted. Tinnu Anand is hardly there. Even Aroona Irani is sidelined. Kulbhushan Kharbanda is first-rate. Asrani is excellent. Manoj Joshi screams so much. Ditto for Neeraj Vora. Milind Gunaji is okay. The actor playing the role of Urvashi's husband does a good job.

On the whole, Khatta Meetha is a major letdown from the accomplished director. It's not a full-blown comedy. It's not a full-scale satire either. Hugely disappointing!

Director: Priyadarshan
Cast: Akshay Kumar, Trisha Krishnan, Makrand Deshpande, Rajpal Yadav, Neeraj Vora, Milind Gunaji, Asrani

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2010-07-25T22:03:00.000-07:00

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