May 13, 2011 07:04:02 PM IST Rajesh Kumar Singh, Glamsham Editorial
UTV formally launched its latest film HEROINE at the Majestic Beach at Cannes during the ongoing 64th Cannes Film Festival, far from Mumbai where the movie is actually set. On being asked by the media persons about the reasons for this, Ronnie Screwvala, the producer of the film, said that the idea of HEROINE is unique to Indian cinema and thus he felt it appropriate to launch it at Cannes to provide this unique perspective at this global event. He also added that Aishwarya is the brand ambassador of India at the French Riviera. Aishwarya and Madhur Bhandarkar put it more plainly, 'We are all here, and we go back and literally start working on the film, and we felt it would be a great idea to share our creative excitement on an obviously ideal platform like Cannes and there could not have been a better way of doing it.'
HEROINE is yet another film by Madhur Bhandarkar with a strong female protagonist after films like CHANDANI BAR, SATTA, PAGE 3, and CORPORATE. Aishwarya plays the lead. The film is scheduled to go on the floors in June this year. Aishwarya said that she has already worked with UTV on major projects like JODHAA AKBAR and GUZAARISH and had always wanted to do films with Madhur Bhandarkar. HEROINE has made it possible. It will be a different kind of experience for her to do such an edgy role after her last film GUZAARISH.
According to the UTV press release the film is based on the life and times of a superstar heroine from the dream factory we call 'Bollywood'. It is an entertaining, daring, emotional, shocking, glamorous, scandalous behind the scenes account of the reality behind the world of glitz and glamour that our film stars inhabit. For a country obsessed with films and film stars, HEROINE will take audiences on a voyeuristic journey to see what really goes on behind the closed doors of make up rooms and vanity vans. It will give them a chance to go beyond the gorgeous smiles and politically correct quotes, to see what really happens in the lives of India's sweethearts - The sniping & the politics, the secrets & the lies, the incredible highs of fame & the lonely depths of failure. This is the film Bhandarkar has been subconsciously preparing for ever since he joined the industry and one which he considers his magnum opus.
(Rajesh Kumar Singh is Editorial Consultant for Festivals and Markets for BollywoodTrade.com. He is a filmmaker, critic and market analyst)