OPEN! OPEN! OPEN! Cinema Market

I am back after a long time, obligated this time to write about something what i observed in the past few months gone by. I am a big movie buff, i have to watch a movie every day to keep my creative juices floating. Going by the releases in the last few months my creative juices have dried out completely. What are we making in the name of Cinema? Halla Bol, Mithya, Sunday, My Name is, Enchanted, 10000 BC... all have failed to interest me and audiences alike. The cinematic experience of movies has gone and it seems we are all watching a telefilm made by novices.

The problem is may be not with the films, the problem is ith our expectations that sky rocket after seeing the promos. Not that films were extremely creative for always... subjects remained the same more or less and only the treatment changed. Tell me how many times have we seen a subject like DDLJ before and how many times have we seen war films, but what made DDLJ click and Border work are the way they were treated. Differently! For years the story in Indian cinema was centred around the main protagonist with a love story spun to keep the masses coming and then began times when plots were woven around love stories only. The QSQT saga or the HAHK legend.... nothing was different but they were simply treated with extra affection. Today the average cinema goer is exposed to world cinema and is aware of what's trash and what's good! For him most of these old school movies are trash outrightly. That's how I see cinema. Ok! if you have a love story AGAIN, what new do you have to tell me today???? Is it well scripted like Jab We Met? Is it entertaining like Namaste London? Is it a song and music saga like Saawariya? or is it the MOST TALKED ABOUT COUPLE like Om Shanti Om???

That's the gimmick - talked about!!! Today, if you'r film aint talked about, it aint gonna be talked about! Confusing right? If you do not make a noise about your film, however trashy it is, nobody is going to talk about it anyway! How will you get audiences to watch you trash then? Some movies really need the clutches of publicity and marketing. High rotate promos on TV, Supreme cast to do guest apperances/ item songs for you, 50% more budget to create exclusive merchandise for the film, star appearances on stupid reality shows and VOILA... your film works! Thanks but no thanks! i am not part of your business of cinema. I am a cinema buff and i come to see pure entertainment and some really good performances to take back and talk about. I am purely driven by the genuinity with which the movie is made and nothing else. I won't be enthralled by inane marketing gimmicks if that fails to deliver quality.

Enchanted looked like a stale hindi film story released a decade late! I mean come on! who are we kidding? 10000 BC??? Who are we, kids?? How many times have creatures from past/ outer space/ other planets/ science labs etc... attacked our planet? How many times has the lead guy ALONE, rescued the world... what has this film got to offer? DUH!!!

Sloppy cinema with great marketing is ruining quality work. Where do films like bheja fry go with no marketing budgets at all. After all it was a fantastic film with no big stars. Sad what this new age brains have done to the great cinematic experience where creativity takes a back seat just to give way to the BUSINESS OF CINEMA where the ultimate aim is only to make money enough to recover the cost of the film and anything over it is counted as bonus. In between if the viewer enjoys the film - BULLS EYE!! The Cinema market is selling films and forcing the buyer to consume its product. I want to see some good cinema in the year to come and want to be entertained for the love of god... hope the 'creative' guys are listening.