November 16, 2010 05:23:50 PM IST Enkayaar, Glamsham Editorial
It seems that the Mohammed has decided that it is high time and that it needs to connect with the mountain. The statement is being made factoring in the initiative taken for the launch of the music of TEES MAAR KHAN in two different trains during a day. If one were to scratch memory, such kind of effort of connecting with the common man by the film world would be difficult to find. But the manner in which the films have been flopping dime a dozen, especially for Akshay Kumar- his ACTION REPLAYY- also falling at the box office- may be the time for connecting with the public has indeed come.
As a matter of fact cinema, but for this last decade, was characterized by the effort by the cinematic fraternity to reach out to the audience, but with the boom of media, expansion of cinema to new territories and frontiers outside the country, the fans of the country were given a go by. But the fans also did not take the things lying down; they have delivered the punches in the form of rejecting the films in succession, without giving any thought to the actor who may have been associated with the film.
It indeed is a noble step to strive to link with the audience, by reaching out to their comfort zones, and the most common comfort zone for a common fan/ citizen of the country is the train. For an actor and actress of the likes of Akshay Kumar, and Katrina Kaif, along with, Farah Khan, the director and her husband, Shirish Kunder, it indeed is a really innovative way of deconstructing their approach and building a bridge of connect through a railway train.
At least, all the passengers who were traveling in those two trains would for the sheer nostalgia of being party to the music launch of TEES MAAR KHAN would certainly walk up to the cinema hall to soak in the extravaganza of the film. Incidentally, it also is a smart marketing strategy as well, as it involves a fraction of cost of doing the launch of music in a five star hotel, and ensures captive audience inside the bogie of the train, as also on the railway platform where the party of launch of TEES MAAR KHAN would have deboarded the train.
Railways also need to join into the party by marketing these two trains as the preferred train of the TEES MAAR KHAN crew. Would they do it?