Tag: Drishyam

  • ‘Drishyam:’ A dull affair

    ‘Drishyam:’ A dull affair

    MUMBAI: Drishyam belongs to a genre, which is tried very seldom. It is a thriller involving two families and, hence, can be termed a family thriller. The film can be likened to 36 Ghante (1974), inspired by Desperate Hours or Kanoon Kya Karega (1984), which in turn was a lift from Cape Fear (1964) and such.

    The film was first made in Malayalam as Drishyam (2013) following the success and acclaim and awards, it was remade in Telugu as Drushyam in (2014) followed by a Tamil remake as Papanasam (2015).

    The advantage of making Drishyam, despite it being a film for limited audience, is that it has a script that can be made very economically which the makers do while also cutting down on costs with its casting of non-celebrity performers. The fact that the film needs only two or three locations further curtail the making costs.

    Ajay is an uneducated (4th fail) orphan who grows up doing odd jobs to finally start his own video cable network in a small town in Goa. Married with two daughters, one of whom is adopted, he is totally devoted to his family and their wellbeing. He would sacrifice his life for their sake if it came to that. As much as he may love his family, his love for movies comes first and he even stays back in his office to watch movies all night. While watching movies, his reactions are that of a typical front-bench audience. Yes, and that effect continues when he watches a Sunny Leone movie; he immediately wants to go home to his wife, Shriya Saran.

    Ajay’s daughter, Ishita Dutta, has been shortlisted by her school to go on a camp for students from various schools. Here, another boy at the camp shoots her video while she is taking a bath. He starts blackmailing her and would delete the video only if she would let him have sex with her. He tells her to be prepared for him that night. All the pleading of Ishita fails to work as the boy is determined to have his way. When Shriya walks in to the outhouse to find his daughter with the boy and realises what is happening, she too pleads with the boy. His condition is that he would delete the video and spare Ishita if Shriya complies with his wishes instead.

    While attempting to get the cell phone out of his hand Ishita picks up a rod to hit the boy on his hand but ends up fatally hitting him on his head. It is a rainy night but mother and daughter decide to get rid of the body instantly and bury it in a compost ditch dug by Ajay. Ajay has a habit of putting his landline off the hook so that his movie watching is not disturbed. The two have to wait till he returns.

    It is only after this stage that the film starts generating some interest as Ajay gets rid of the boy’s car and dispatches his cell phone to faraway places by dumping it on a transport carrier so that it could not be traced.

    Now, not waiting for the car or cell to be discovered, he starts building alibis for himself and his family and also trains his wife and daughters to face the interrogation, which, he is sure, will be inevitable. After all, he may not be literate but the films he watches all night long have taught him a lot and it comes handy now in a kind of reverse version of Slumdog Millionaire.

    Not long after, the boy’s car is found in a lake and the wheels start moving. The entire state police force is employed to find out details for, after all, a spoilt brat he may be, but he was the son of the director general of the state police, Tabu.

    Ajay takes two days off with his family to create alibis involving totally unrelated people to the case: a restaurant owner, a bus conductor, a cinema projector operator etc and also makes his presence recorded at a bank ATM on the day the incident happened.

    Finally, what points a finger at Ajay is a local cop who hates him and is keen to get back at him. He claims he saw Ajay drive away in the yellow car belonging to the missing boy. The family is summoned in Tabu’s presence. However, Ajay can prove his innocence as all witnesses created by him vouch for his being at their places respectively on the day of the incident. As a senior cop Tabu’s instincts tell her that what was going on was too good to be true but then, it also strikes her that the alibis were cleverly manipulated as an afterthought. But, Tabu’s belief can’t stand in court and she decides to use third degree to elicit a confession.

    This is the last and interesting part, which is the final twist to the story bringing the film to a satisfactory end.

    For a thriller, the film is too long drawn at 163 minutes. The first half is almost static just establishing Ajay’s two priorities: his family and his films. Though the direction good, the fact remains that the film has been made in three other languages earlier. There is nothing in the name of distractions or relief and, really, nobody of interest in the cast except Ajay; rest being unknown or little known faces. Even the so-called villain is a nondescript policeman; no strong villain, no strong hero. The songs are in the background and not of popular appeal. Editing needed to be much crisper. Dialogue is routine. Background score is good. Photography is apt.

    It is a film about performances and on that count, most of the actors do well. Ajay, the vengeful cop Kamlesh Sawant, and the girl playing his younger daughter Mrinal Jadhav, excel. Ajay does not have to either show his muscles or raise a fist. Shriya and Ishita are good. Tabu playing the tough cop is okay. Rajat Kapoor is ornamental.

    Drishyam has a limited appeal for a select audience with patience, which one is bound to have after paying high admission rates at high-end multiplexes, which is where Drishyam can expect to find its audience to some extent.

    Producers: Kumar Mangat Pathak, Viacom 18 Motion Pictures, Abhishek Pathak.

    Director: Nishikant Kamath.

    Cast: Ajay Devgn, Tabu, Shriya Saran, Rajat Kapoor, Ishita Dutta, Kamlesh Sawant, Mrinal Jadhav.

  • psLIVE allies tea brand Parivar with ‘Drishyam’ for effective marketing

    psLIVE allies tea brand Parivar with ‘Drishyam’ for effective marketing

    MUMBAI: psLIVE, the experiential marketing division from the Dentsu Aegis Network, has facilitated a marketing tie-up of the tea brand Parivar with Nishikant Kamat’s soon-to-release Drishyam.

     

    As part of the tie-up, Sapat International has created a co-branded television commercial (TVC) with Drishyam in an attempt to capitalise on this psLIVE-helmed partnership.

     

    Sapat International group managing director Nikhil Joshi said, “It was an extremely important opportunity that was brought to us at the right time. The way it was presented to us by psLIVE, we knew instantly that the integration cannot be missed. The TVC gave us a chance to amplify the association and market Parivar on a massive scale.”

     

    To leverage the integration amongst maximum audience, the brand too is promoting the movie through the co-branded TVC in addition to a print and outdoor campaign. Releasing on 31 July, Drishyam stars Ajay Devgn, Shriya Saran and Tabu in lead roles.

     

    Viacom18 Motion Pictures VP marketing Rudrarup Datta added, “Drishyam introduces a brand new genre in the Indian film industry as a ‘family thriller’… The film is based on the tangled lives of two families and reaches out to the same target audience that Parivar tea reaches out to. This was therefore a natural association and we are delighted with this alliance.”

     

    psLIVE vice president Sidharth Ghosh said, “Drishyam seemed to be a perfect fit for the tea brand Parivar as both seamlessly blend with each other. This association will increase the brand recall. At psLIVE, we are extremely delighted having initiated this integration.” 

  • Ten Sports unveils new logo; targets Rs 20 crore revenue from Ind-Zimbabwe series

    Ten Sports unveils new logo; targets Rs 20 crore revenue from Ind-Zimbabwe series

    MUMBAI: Sports broadcaster Ten Sports, which is airing the India vs Zimbabwe ODI series that kickstarted today (10 July), has also unveiled its new logo on the occasion.

     

    After the dismal performance of the ‘Men in Blue’ in the Bangladesh tour, this India tour of Zimbabwe has become an all-important series for both the audience as well as the broadcaster. What’s more, the broadcaster is targeting ad revenues in excess of Rs 20 crore from the series.

     

    Ten Sports and Taj TV global CEO Rajesh Sethi, “It is a step forward in consolidating all the channels under one uniform network and project the organization value to strive further, break new grounds, surpass our limits and achieve the unattained. The belief is articulated in our new network logo design which is synonymous to all kinds of sports and its belief of genesis to victory and the idents and new design was developed completely by the internal team.”

     

    The network also informed Indianelevision.com that an elongated and extensive research was conducted by the internal team before launching the logo.

     

    Sethi further added, “The interest in this series is very high, which is visible through the fact that around 60 per cent of our inventory has already been sold, this in spite of not having the more sellable names in the team. We are able to command a rate of Rs 3 to 3.5 lakh between ODIs and T20s per 10 second. We expect the revenue for this series to be well over Rs 20 crore with brands like Fogg, Karbonn and Pay You already being associated with the series,” said

     

    What could very well be the beginning of the end for the Dhoni era, this series pitches players who have been on the fringes or are making comebacks under a new captain. Zimbabwe that gave a respectable performance against Pakistan in May can’t be treated as push overs any more.

     

    As official broadcasters of the event, Ten Sports is looking to tap into the vast opportunity that the series brings along.

     

    On the production front, the channel has started its studio show Straight Drive, which will boast of star analysts such as Arun Lal, Atul Wassan and Charu Sharma. The show will see pre, mid and post-match round ups.

     

    To market the series, the channel has tied up with the upcoming movie Drishyam. It is also conducting fan engagement activities like contests and quizzes on various social media platforms.

     

    The channel feels that this could well and truly be the moment of truth for the evolution of cricket in the country and the series presents both a challenge and an opportunity for the ‘New Blues.’

  • Viacom18 takes ‘digital first’ marketing route for Ajay Devgn’s ‘Drishyam’

    Viacom18 takes ‘digital first’ marketing route for Ajay Devgn’s ‘Drishyam’

    MUMBAI: Ajay Devgn’s Drishyam, which is slated to release this year, has become the talk of the town with its first look trailer launch, which depicts Devgn in the all new avatar of Vijay Salgaonkar.

     

    Produced by Viacom18 Motion Pictures, Drishyam has employed innovative marketing strategy and released the trailer on Facebook, which went viral in no time, scoring one million hits in 24 hours. The trend soon caught up on other social media platforms as well.

     

    Viacom18 Motion Pictures vice president marketing Rudrarup Dutta said, “Drishyamis a film, which is high on content and intrigue. We went ‘digital first’ with the trailer as the target was richer engagement with our audiences. We are delighted with the response on all social platforms, where not only did the trailer generate views but also a high no of likes and shares too setting the pace for a unique and innovative campaign that is to follow.”

     

    Effectively using social media as a platform, the Unlock Drishyam App was launched on Facebook, where the gamer must find clues and answers, which eventually led along Vijay’s trail in the film. Unfolding the game’s mystery gave the gamer insights into the trailer much before its launch. In this exclusive tie up with Facebook, winners had the trailer appear automatically on their timelines.

     

    The concept was extended to on-ground promotions at multiplexes, where in association with Mid-Day, Mail Today and I-next (Dainik Jagran), people saw a ‘real news’ front page cover on the newspapers distributed at theaters, brining alive the real and relatable content of the film.

     

    Drishyam is directed by Nishikant Kamat and also stars Tabu essaying the role of a female police officer IG Meera Deshmukh. The movie is set to release on 31 July.

     

  • Drishyam to join Sundance Screenwriters lab in Goa

    Drishyam to join Sundance Screenwriters lab in Goa

    NEW DELHI: The Sundance Institute is to join Indian film production company Drishyam for the Sundance Institute Screenwriters lab that will be held in Goa from 12 to 16 April.
     
    Drishyam is a recent entrant to the Indian independent film production scene, having produced Umrika that won the audience award in the world cinema dramatic category at Sundance this year. Its Dhanak won the Grand Prix in the Generation KPlus segment at Berlin.
     
    Former Mumbai Film Festival director S Narayanan is heading the Sundance-Drishyam lab.
     
    “The lab will be very beneficial for Indian Cinema in the long run. It goes well with our idea of promoting content driven cinema. Films like Margarita with A Straw, Umrika and Masaan have come out of Sundance Screenwriters Lab,” said Drishyam chairman Manish Mundra.
     

    Sundance had a three year partnership with the Mahindra group to conduct Indian screenwriting labs that came to an end last year.