May 23, 2011 06:19:29 PM IST Rachana, Glamsham Editorial
After the unprecedented success of BHEJA FRY, director Sagar Ballary is back with its sequel BHEJA FRY 2, which promises to be bigger and more hilarious than its first part. Though the famous character 'Bharat Bhushan', played by actor Vinay Pathak, is common in both the parts, the idea is quite different in the two films.
Sagar Ballary says, "BHEJA FRY is no more a small film. Now we have shot it (part 2) in abroad. It has been shot in Singapore. The story is about Bharat Bhushan only but this time around, he does 'Bheja Fry' of Kay Kay Menon. The idea of first part was 'when was the last time you met an idiot?' whereas the second part says 'what you would do if you are marooned on an island with an idiot?'. Moreover we have Minissha Lamba this time, who plays Vinay's love interest in the film."
He further adds, "We have spent ample money in making the sequel. The film has been made on a huge scale. Also, BHEJA FRY 2 would see a massive release. Excessive number of prints are being released as compared to the part 1, where we had only limited prints released."
Unlike first part, which relied solely on word of mouth publicity, the sequel will have a huge marketing and publicity campaign. BHEJA FRY has created a unique niche for itself and has become a brand. It perhaps can even avoid any over the top promotion. Yet, Sagar feels 'blow your own horn' is the order of the day and one must not ignore it.
Says the sagacious filmmaker, "Mere word of mouth won't help. There is a particular method of releasing a film. BHEJA FRY 2 is coming after 4-5 years (when the first part released). Also, there has been huge revolution in the marketing arena. Today films need enough exposure to reach the audiences. It's very essential if you have good content then it should be promoted well otherwise it has all the chances to lose it. Toh is pure marketing ke bazaar mein aisa na ho jaaye ki ek acchi film jo BHEJA FRY 2 bani hai woh kahin kho jaaye and that's the reason we are planning to making enough noise before the film releases. Mukul Deora, the producer of film, is also taking extra care about that. People should feel that the makers are absolutely confident about their product."
In fact, BHEJA FRY 2 was the prime reason which turned the musician, Mukul Deora into a producer.
"Actually Mukul saw my earlier film, KACCHA LIMBOO and he liked it very much. However, he was disappointed to discover that such a nice film missed out just because it was not marketed well. Moreover it was released on a wrong time. This moved him and he immediately agreed to support BHEJA FRY sequel. He didn't want BHEJA FRY 2 to meet up with similar fate like KACCHA LIMBOO. He said we will leave no stones unturned in promoting the film. We'll tap all marketing avenues, which will only prove even different cinema has the potential to be commercially successful," concludes Sagar, who has known Mukul even before he made BHEJA FRY.