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Fatigue Of 2007: Still Searching For The Elusive Hit

Enkayaar, Bollywood Trade News Network
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Guru Movie Poster2007, is already half way through, but the canvas of hits for this year, continues to be baron, though 30 odd films have hit the silver screen. The irony of the situation can be gauged from the fact that SPIDERMAN-3, has emerged as the biggest hit of the year so far, surpassing even GURU. It has grossed revenue of more than 33.98 crore among the 30 odd films that kissed the screen. Other hits for the year include NAMASTE LONDON, and BHEJA FRY, rest all of the movies have taken a tumble and a hefty blow on the chin by the viewers.

Probably as a result of this a new trend is being witnessed where even a run of 25 days is started being celebrated as a major landmark while in the earlier times, if the films did not cross 100 days, it was not talked at all. Some distance on the highway of hits, indeed has been traveled. This phenomenon is also getting manifested in the regional cinema as well, where the completion of twenty five days is a fan fare. However in the case of regional films, the trumpet blowing is understandable, as they have to compete with Hindi films as also with the Hollywood films, which now are reaching every nook and corner of the country. In the success of SPIDERMAN-3, Bhojpuri version has contributed to the coffers in a big manner, and is the kind of ominous signal giving dreamless nights to distributors.

Namastey London Movie PosterWhat could be the cause attributable to this phenomenon? Is it to do with the fatigue of advertisement and marketing, where 30 percent of the budget is being earmarked for advertising the product, and the overdose of reviews, and the hype before the release assuming proportions of carpet bombing have removed the mystique associated with the cinema. The commoditization seems to be becoming the nemesis of the cinema which seems to be guided by the fact that the novelty in the product is sought to be introduced by marketing.

It indeed seems to be emerging as the nemesis if one were to contrast this situation with what has happened with the Rajinikant starrer SHIVAJI. This film has also been released with around 500 prints all over the country, but without Download Bheja Fry Wallpapersany advertisement or reviews. It is the Fans Club of the Rajinikant which is marketing the product, and as a result of this the film has been sold off totally for next three weeks.

The fans club is such a veritable tool of marketing that there is no need to spend the money in selling the product, and as a result the costs that are saved are spent in finishing of the product in a much better manner. Besides, the affability of the stars also makes them enduring and enchanting to the fans, and not aloofness as is the aura created around the stars of the Hindi films in general. This cannot be replaced by marketing, and until and unless this is understood the quotient of hits, vis--vis the release would continue to be lopsided.

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