It is after a long time that three big movies are going to hit the screen between Friday June 27 and the Friday July 04. All the three films have the reputation at stake, Yash Chopra's THODA PYAAR THODA MAGIC is testing the water and would decide whether Yash Raj banner would be able to connect with the public or the disenchantment with the banner would continue to manifest. LOVE 2050 is going to the first futuristic love story which is one of the costliest films that has been produced by the Hindi films, and would make or mar the career of Harman Baweja. The third offer is Aamir Khan Productions JAANE TU YA JAANE NA with which Aamir Khan is launching his nephew Imran Khan.
It is also happening for the first time that when a Yash Raj banner film is releasing other productions are ready to stick their neck out and vie with it for the attention of the audience. The change in circumstances where a Yash Raj films is being taken head-on inspite of the fact that other two films LOVE 2050 and JAANE TU YA JAANE NA are launching two new faces, is indicative about the fact that the paradigm shift in the industry has started taking place.
The shift is indicative of the quality of the product that is being positioned by its producers and directors in comparison to a Yash Raj banner. It is indeed interesting time, as it also means that now the producers and directors are confident about the quality of their product and are ready to let it carve its niche, even though it may entail a bloody fight.
So far, 2008 has been rather unfortunate that it has only two films that have hit the bull's eye, they being JODHA AKBAR and JANNAT. Both these films have been the films that tried to present a different story line and that were one of the reasons for their success. The quotient of differential is now going to be the deciding factor.
The average viewer is now not inclined to walk into the cinema hall, without reading the reviews, and is not getting swayed by the bombardments of advertisements through all the forms of media. Probably sensing this need, the Percept film that is the producer of new film MUKHBIR have decided to offer cash back to the audience to bring them back to the cinema halls. Is it a smart gimmick only time would tell, but in terms of its ingenuity it would ensure the audience in the initial phase.