A sure shot way of developing curiosity in the mind of the audience is through the titles of the films. Flavor of the season is titling them through numbers and during the current year 99 is fourth film in the series. For the directors Krishna D.K. and Raj Nidimoru it is return to the mainstream cinema after their successful debut FLAVORS, which had become a toast of the eye in the art stream of the cinema, when it was released few years ago.
99 marks the departure for the director duo from making an American desi film to an urban desi film manifest from the star cast which is also an eclectic mix of the likes of Kunal Khemu, Soha Ali and Cyrus Broacha and Boman Irani. It is kind of a home coming for the director duo as it is their maiden attempt to make their presence felt through the mainstream cinema in Hindi. It has been slated as a "crime-comedy-thriller-historical-fiction", and seems to derive its content from a historical controversy that broke out in 1999. The jury may be out whether it is an off-beat cinema or not, the director duo is firm in its conviction that it is a film that has packaged humor in a fresh manner and with a new kind of sensibility.
The director duo has stepped into the arena of the mainstream cinema as they are aware about the fact that their labour of love should reach a wider audience and hence they have also departed from the approach that they adopted in FLAVOR.
For Cyrus Broacha in particular it would be a real acid test as he is stepping into the arena of mainstream films and it would be interesting to see whether he would be able to sustain the interest of the audience as he has been doing it through his television shows.
Another test for the film would be whether it would be able to survive by being released in the single screen cinema halls, as the content of the film is such that would find wide acceptability among the multiplex audiences in the urban centers. But as the impasse is still going on, for 99 to retain its FLAVOR it would have to appeal across the genre of audience instead of only the multiplex audiences.