March 14, 2013 03:25:11 PM IST By Enkayaar, Glamsham Editorial
Longevity in the business of entertainment is ensured and catalyzed by evolving strategies to be contemporary and continue to endear the masses across generations. In the Hindi film industry there is no better example that Salman Khan to underscore the point. In his acting career, he has kept on reinventing himself and has continued to create new goal posts of success.
SHAHRUKH KHAN AND SALMAN KHAN
He created one more frontier in this direction by getting his EK THA TIGER released in Japan, where it has emerged as a commercial success. It also happens that when one builds up a successful model, by design or by accident, and it continues to reap dividends, the model is emulated as well, to attain the same or near about same quotient of success. Shahrukh Khan seems to be following the model adopted by Salman Khan to expand his outreach, position himself as a star who can endear the masses as well, and not relegate his outreach to the upper echelons.
The maxim is being endorsed by numerous facts that Shahrukh Khan signed up with Rohit Shetty for CHENNAI EXPRESS which is out and out masala movie, followed by the fact that his OM SHANTI OM , is being released in Japanese as well, after EK THA TIGER has been released in Japan. OM SHANTI OM was a film that came six years ago, while EK THA TIGER was released in 2012. The very fact that OM SHANTI OM has been selected to follow Salman Khan's entry into Japan is manifest from the fact that OSO had all the ingredients of a masala movie and therefore the telltale signs of identification are easy to associate with for the Japanese fans.
In fact this year Salman Khan has vacated his slot of release, around the festival of Eid, which has been lapped up by SRK for the release of his Rohit Shetty directed CHENNAI EXPRESS. It would be interesting to observe whether Shahrukh Khan gets the same level of endorsement from the fans on Eid as the fans have done it for Salman Khan.
One also needs to acknowledge the fact that the market for opening up the genre of Indian masala movies in Japan was done by Rajnikanth, the god of the masses, and Salman Khan followed it up with EK THA TIGER. The test now is for SRK to attain the same level of success in Japan with his OSO, and follow it up with the same levels of success that Salman has been attained with his Eid releases. If CHENNAI EXPRESS attains same success then the evolution of SRK from a darling of class to the darling of the masses would be complete. The wait till Eid obviously has ominous portents.