July 11, 2014 6:19:25 PM IST By Enkayaar, Glamsham Editorial
In the era of publicity and blitzkrieg of media campaigns, publicists are at wits ends to promote a product, and this is more so a tough job for those who are associated with promotion of a film. After all, what is there to distinguish from one film to another, but for perhaps a change in the story line, change of the star cast, as the film makers are taking a safe route of making the sequel of a successful film? So, when the posters of SINGHAM RETURNS were to be released, there was a great sense of anticipation about the kind of novelty that Rohit Shetty would try to bring in for the sequel to his super successful film SINGHAM, and hey Presto, he did pull a rabbit out of the bag.
The bunny was in the form of giving the star rating to SINGHAM RETURNS on the eve of the release of the posters itself, yes; SINGHAM RETURNS posters are adorned with 4 star ratings. Now, star ratings as a matter of convention is an exercise that is done for a product which has been launched, and in context of the film, the star ratings are the rankings given by the reviewers of the film? Then what does one make of this intervention by Rohit Shetty?
Is he trying to corner the critics into giving his SINGHAM RETURNS, once it releases on 15th August, a four star, and what if nobody falls in line and gives their own star ranking to SINGHAM RETURNS? Or is it that the 4 stars that adorn the posters of SINGHAM RETURNS are perhaps the pointer towards the fact that critics be damned SINGHAM RETURNS is going to do the business of 200 crore and that he is least bothered about the comments of the reviewers for his new offering. After all, Rohit Shetty is buoyed by the huge success that he achieved through his debut on television KHATRON KE KHILADI and the international fan following that he has created has given him a high which got manifest in awarding 4 star to his new offering. Whatever be the case, it would be interesting to watch whether 4 stars that have been given to SINGHAM RETURNS in fact are awarded by the critics as well! It is just a matter of one month and a week, before jury would be out, till then one can sit and enjoy the build up to SINGHAM RETURNS through this 4 star rating.