For most of us battered with the unwanted SMSs on our mobile phones, a new message that has started surfacing on a regular basis is the invite to hear the complete film spread out over a month on a monthly payment of certain specified amount. Content deliverance related to films using the mobile devices is another new initiative to generate revenue and it would also open the platform for providing new advertisements through the storyline.
The moot point however is, whether this new stream of content deliverance has a marketable potential? While the welcome tunes in the form of film songs has become a big money spinner for all those who are associated with it, in one form or the other, can the same hold true when the content of the film per se is delivered on the mobile?
During the days of yore for some time, i.e. during the early eighties when cult films like SHOLAY were released a genre of release of dialogues was created, but it had a short life. Besides, the quality of dialogues was such that one used to take pride in listening to them. Dialogues of MUGHAL-E-AZAM are another example of how dialogues should be delivered and how the Urdu language ought to be spoken. In the present times, where such quality writers are literally absent, and where the dialogues are given as transliteration in Hindi, the delivery indeed would have a twang that would have distinct English accent. In such a scenario the recall value of such dialogues from any film would not have that allure that somebody may subscribe to it to hear the story spread over a month's time.
It would be difficult to find a film of the present times being used as advertisement slogan as it is the perfect benchmark about the success of the film with respect to its dialogues. The only exception that comes to mind is MUNNA BHAI and LAGE RAHO MUNNA BHAI, and that is why its dialogues in various manifestations continue to regale us through various advertisement campaigns.
Therefore for this initiative to be a success and money making venture, the mobile operators have to enter into some kind of a tie-up with the film makers to ensure that they deliver such dialogues having amazing recall value, and then the listener would come running to the mobile service providers. Until then, it would be an initiative in fits and starts.