The fanfare with which the campaign for promotion of I HATE LUV STORYS was built and scalable models built around the theme being adapted into the Mills and Boon theme, eternal favorite for women transcending all age barriers, I HATE LUV STORYS has not found favor with the audience in the metropolitan cities. It was the sector that was anticipated to have lapped it up, but the youth of the present times has not warmed up to the idea of adapting I HATE LUV STORYS.
Is it then a time for the reality check for the film making fraternity? The treatment of content needs to be given a fresh touch and not a cosmetic touch but a touch in the real sense of terms that should make the audience sit up and take notice. The pairing of Sonam Kapoor and Imran Khan was a novelty, and it could have been capitalized upon, but falling for the same conventional manner to approach the subject seems to have become the pitfall for I HATE LUV STORYS.
Love stories indeed are not happening in the manner it continues to be projected on to the silver screen these days, and it is precisely the reason, why the audience is not warming up to any of the flavor of love stories that is being dished out by the Hindi film makers.
Choice of the location for weaving a miasma of love stories need to change. The location has to move to unconventional places, and the props also need to be unconventional. A love story can become realistic only when the characters are able to display the emotions on to the screen through the portrayal. Imran Khan has not been able to display the belief in I HATE LOVE STORYS as he did in his debut film JAANE TU YA JAANE NA, and Sonam also takes the same linear route of expressions. Love is not an expression that is expounded in a linear manner, it is like a tumultuous expanse of a river gushing from its origin, and until and unless this kind of expression is displayed on to the screen, the audience would continue to be indifferent to the flavor on offer, as it has done with I HATE LOVE STORYS.
A love story can succeed if it emotionally stirs you, and I HATE LOVE STORYS has not been able to play a symphony with the emotional orchestra. Love is after all, the ultimate form of emotion and it can be camouflaged by settings, locations and attires, it is above all of it. When this realization dawns, the era of romance would again set the box office on fire.