At the heart of I DON'T LUV U lies a very relevant issue. But sadly, that's left for too late by which time you have been treated to some rather raw, amateurish scenes in college and teenage time pass on the campus, which I am sure by now has graduated to 'several notches' since the nineties.
So for the entire first session, you wonder about the pointlessness of this whole exercise because director Amit Kasaria had a few aces up his sleeve. But by then, it's too late.
Nevertheless, Kasaria makes a significant impact on the use of the latest technology and how it can be used to 'deadly effect' even though the content may be innocent. He highlights the foolishness of teenagers caught in their uncontrollable passions and the media (television in particular), on how they connive to gain higher TRPs. The repeated 'objectionable scenes' which flashes on the small screen to psyche the viewer and the scene showing a few guests discussing with the anchor an issue on Prime Time is close to home.
But Sadly for Kasaria, these elements are the only ones that really make up for the lost time. He fails to spin an interesting plot.
At the centre is a college, the mandatory group of boys and an NRI girl who comes from London to study here. Yuvaan (Ruslaan Mumtaz) and Arya Babbar (newcomer Chetna Pande) meet, and fall in love. Their plot though is very convoluted. There is not a flow of smooth scenes that actually, gradually moves to a crescendo. Haphazard scenes at best are stitched together to justify their being together and in love. Things come to a boil when their actions explode in their face and on the internet and National Television. Yes, to that extent, their tagline 'Love will not be the same again' does carry weight.
But I DON'T LUV U had the potential to better than that. If you are willing to sit through the first session for some interesting scenes in the second half, do walk in. The two-star rating in purely for the subject.