Tag: Phillauri

  • ‘Jab Harry’ & ‘Lipstick’ agency WWO forays into in-film branding

    MUMBAI: World Wide Open, Reliance Entertainment’s 360-degree digital solutions to build business and brands, has expanded their entertainment division in multi folds in the last one year. The digital and new media advertising agency has added one more feather in their cap as they announced extending their services into in-film branding.

    The company has successfully planned and executed many film campaigns in recent times that include ‘Commando 2’, ‘Phillauri’, ‘Raabta’, ‘Half Girlfriend’ and ‘Lipstick Under My Burkha’ and their ongoing campaigns also includes Red Chillies Entertainment’s ‘Jab Harry Met Sejal’.

    The agency has already cracked multiple deals for the upcoming sequel of Golmaal and has twenty five more films in the pipeline. With the growing importance of digital marketing, filmmakers have started involving the digital marketers right from the pre-production. Grabbing this opportunity, World Wide Open has offered to extend their support in to in-film branding and placements.

    Talking about diversifying and extending their array of services, WWO head of the entertainment vertical Saahil Krishnani said, ”The importance to product placements and co-promotional deals is growing and constantly evolving. Producers and brands are gradually understanding the power of this medium and starting to benefit from them commercially and creatively. Being a digital marketing agency, we have access to more than 300 brands across the country. We are glad to have forayed in to in-film branding and to have identified the opportunity to provide our expertise and we look forward to cracking more mutually beneficially associations for both the films and the brands starting with the sequel of Golmaal.”

    Set up in 2014, WWO is a digital and new media advertising agency based in India, and is a part of Reliance Digital and Entertainment. It offers services in data, direct, media, search, social, wireless, mobile, content, syndication and activation.

  • Non-Khan Bahubali2 shows the power of three — Rs 300 cr

    It is happy hours for the exhibitors, especially the multiplex properties. After starving for footfalls, Bahubali 2: The Conclusion has come as a saviour. Never look a gift horse in the mouth so no matter it is not a Hindi super star film, just a dubbed film from South. The film carried a solid brand equity created by its predecessor, Bahubali: The Beginning.

    The multiplexes tried all possible avenues to feed their auditoriums in absence of films. Earlier, they tried to programme IPL matches and other such events to no avail. Who would want to watch an exciting match of cricket in a dark hall under a disciplined guidelines when you can watch it at home or a restaurant or a club with drinks and full control over the proceedings with a remote in your hand?

    So, building multi-screen halls was not a wise decision which proves a liability when you don’t have a Salman Khan or Aamir Khan film. They give you a fortnight audience while others manage a weekend’s feed.

    Saying, ‘where the next meal is is coming from’ won’t be an exaggeration in case of these multiplexes.

    Bahubali: The Beginning came out of the blue and left promising a lot. Hence, Bahubali 2: The Conclusion, became the most awaited film by both, the audience as well as the exhibition trade. To every stakeholder’s relief, the film has more than lived up to all the expectations the earlier film promised.

    Because, except Bahubali 2 there is nothing the multiplexes as well as the single screens have to screen. They have been facing the ‘No audience, No show’ routine for a long time.

    *Bahubali 2: The Conclusion (Dubbed from Telugu) has been collecting figures all through its first week which most Hindi superstar films do on their day one or two if they manage to find a holiday release. In fact, the film has exceeded best Hindi film collections by miles.

    *Since the entire exhibition trade is surviving on just one film for the last few days, here is how and why: The film has continued to maintain collections in high crore range all through its first weekend by collecting Rs 40 crore on Friday and Saturday and peaking at Rs 46 crore on Sunday to end its opening weekend with over Rs 146 crore.

    The victorious run continued as the film kept on the same scale on Monday with part of India having a holiday. The collections dropped by 25% on Tuesday but that was not alarming since the film picked up again. Finally, the film ended its first week sweep of the box office with a total take of Rs 245.6 crore.

    The film has been enjoyed a fitting second weekend which is reported to have added another Rs 80.2 crore for its second weekend thus taking its 10 day total to Rs 325.8 crore.

    The other films released in recent weeks, Noor, Maatr, Begum Jaan, Naam Shabana, Phillauri have all ended with disastrous outcome.

    *Last week’s release, Mantostaan, despite a very limited release, has failed to draw the audience.

  • New films fail to attract viewers

    *The poor run of films at the box office continues unabated save for an odd Dangal or a reasonable entertainer in Badrinath Ki Dulhania. Not that any of these films can sustain a multiscreen cinema complex for more than a few weeks

    The week saw two new releases, Phillauri and Anaarkali of Aarah, both female-oriented and also off the beaten track. Phillauri saw actor Anushka Sharma turn producer launching her production banner, Clean Slate Films. The sustainability of such a films is grossly limited and they draw footfalls, albeit in limited numbers, barely for a weekend.

    A lot of actors are turning to production activities. But, Anushka, rather than take cue from her peers such as Salman Khan, Shah Rukh Khan and Aamir Khan, and make a commercially viable film, chose an abstract theme, that of superstition and supernatural. The intent seems to be awards rather than rewards; probably for the protagonist, Anushka herself, as well as for some technical aspects like special effects. What good is an award if the people have not taken to your film?

    What raises a question, besides the choice of subject, is that what was the logic of making a film almost entirely in Punjabi?

    *Phillauri, counting on only Anushka Sharma to draw the crowds could not quite manage that. The film’s opening was not encouraging, with Punjab where the film’s lead actor, Diljit Dusanjh is a big star, faring little better. The film colledted Rs 13.9 crore for its opening weekend

    *Anaarkali Of Aarah, though a local story of Bihar, and with rural background, found some appreciation as the film offered some great performances by its main actors, Swara Bhaskar, Sanjai Mishra and Pankaj Tripathi. However, these factors did not reflect on the film’s box office collections as the film remained in the range of a few lakh.

    *Director duo Abbas Mustan, who gave many successful films with various actors in their career as directors, failed badly when it came to launching their family scion, Mustafa. A totally outdated story idea and patchy script were not the right recipe to launch an actor. The film managed to collect Rs 3.25 crore in its first week.

    *Trapped collected Rs 2.1 crore in its first week.

    *Aa Gaya Hero proves to be the swan song for Govinda’s career. Must hurt more because this also happened to be his home production. The film struggled to cross the one crore mark to end its first and last week with the figures of a little over one crore.

    *Badrinath Ki Dulhania, made the most of poor crop of new releases. The film collected Rs 26.6 crore in its second week and is still holding steady in its third week. The film has taken its two week total to Rs 99.2 crore.

    *Commando 2 added Rs 35 lakh in its third week to take its three week total to Rs 23.95 crore.

    *The Ghazi Attack has added Rs 40 lakh in its fifth week taking its five week tally to Rs 19.3 crore.

  • Anaarkali Of Aarah: Worth a look

    MUMBAI: Just when one was expecting a week of lack-lustre films especially as some small filmmaker is releasing his or her work, comes a surprise that reinforces faith in good cinema.
     
    Usually, region-centric films are all about violence and local Bahubalis. The gang wars, corrupt politician/police and so on. Anaarkali of Aarah puts a Bahubali in the second place and the limelight is totally on a local dancer woman who earns her living by entertaining townsfolk and those highly placed with her traditional lewd dances and suggestive lyric typical to the area.

    Swara Bhaskar has taken to dancing from her mother. The film has background of gun-totting, trigger happy, lawless Bihar and so when alcohol combines with eroticism of any kind, a gun goes off. Swara has seen her mother being shot dead for no reason by an influential man at one such dancing session. It was considered to be a manly thing to do for creating fear among townsfolk.

    Having learnt the ropes while watching her mother, Swara knows nothing else but to follow her mother’s profession, dance to entertain and titillate. Endowed with a powerful voice and all the dance moves that can drive her viewers crazy, she has become a super star of her locality. When she passes on the road, the traffic stops, so to say. As Aarah has only human traffic, the crowds drop what they are doing and gape at her.

    This time, Swara has been asked to perform at a function organised by the police. The function is open to public and the chief guest is a man close the state Chief Minister and the Vice Chancellor of the local university, Sanjai Mishra, a much respected man in the area. He drinks on the sly to keep his clean image, and is a closet debauch.

    While Swara is dancing at the function, the devil in Mishra comes out of the closet. Drunk till the gills, he climbs the stage, joins the dancing and almost rapes her in public view. Swara ends the scene with a tight slap on Mishra’s face.

    The film now runs short of ideas and gets into a rut as Mishra and the local cop try with all their might against her including an attempt on her life till, finally, she is forced to flee to Delhi. Considering Swara has been projected as a strong willed woman, the parts while she is in Delhi are a bit against her character while also being tame for the viewer.

    The climax, though not new, is made effective by the actors involved and one leaves the cinema with a positive word for the film.

    Anaarkali of Aarah, though a regional theme, is a well thought of script and can be identifiable with a woman’s situation all over. It is a well-conceived and executed film by writer-director Avinash Das. The film is well endowed with Bihari situational longs with double-meaning lyrics which keep the story going. The film needs some editing in its second half of scenes of Swara indulging in self-pity. Dialogue are in tune with the theme, bold but not vulgar.

    What, finally really lifts the film are the performances by the artistes. While the protagonist Swara Bhaskar and the antagonist Sanjai Sharma are outstanding, with Swara excelling, and every other actor on the screen lives his/her role.

    Worth a watch but lack of face value will keep Anaarkali of Aarah down.

    Producers: Priya Kapur, Sandip Kapur.

    Director: Avinash Das.

    Cast: Swara Bhaskar, Sanjay Mishra, Pankaj Tripathi.
     
    Phillauri: Soulless!

    Phillauri bases its story around various superstitions rampantly followed by people and their solutions, as defined by the pundits, which neutralise ill effects borne out of superstitions. There are stories about a girl marrying a sword, a tree, a dog and so on. The idea being, if one’s first marriage has to fail, let it be with a dog or a tree. (Marriage with a sword represented its owner in his absence.)

    There are some who grew up with the popular comic character, Casper The Friendly Ghost. As films go, with a ghost as a character one recalls Mani Kaul’s Duvidha (1973) as one such film based in Rajasthan. The film though a sleep inducer, was later adapted by Amol Palekar as Paheli with Shah Rukh Khan in lead as well as the producer.

    There were other films like Chamatkar and Bhootnath franchise based on ghost stories.
    Phillauri is meant to be a comedy blended with romance using superstition as the prop. Suraj Sharma (Life Of Pi) is on way to India from Canada to marry his childhood love, Mehreen Pirzada.
    But, Suraj is a Manglik, one whose married life is affected due to ill effects of the planet Mars. To ward off this problem, the astrologers have a suggestion. Accordingly, Suraj is married off to a tree which is later chopped off.

    Unknown to Suraj, the tree was home to the soul of Anushka Sharma for many decades. Now she hovers around Suraj as a ghost. He is scared of her but eventually comes to terms with her presence.

    The soul of Anushka came to the tree and has a back story about her unrequited love with Diljit Dosanjh. Anushka was drawn to poetry writing and music and Diljit being a singer, love happens.
    The film traverses between past and present as it narrates both stories. What happens is, while the present is fun to an extent, the past hinders the pace.

    Balancing past and present stories has been tried earlier but has not accounted for smooth narration. The idea, similar to the English movie Corpse Bride, an animated film of 2005, manages a few light moments and drags as it fails to make audiences sit for a long duration as it stretches to 137 minutes. The film’s music sounds soulful in the film. Cinematography and special effects are good, especially the way Anushka’s ghost is presented. The film uses Punjabi language extensively while also going for a Punjabi ambience similar to Vicky Donor (2012).
    Anushka Sharma lives up to her role. Diljit Dosanjh is good in a brief role. Suraj Sharma is very good. Mehreen Pirzada is okay.

    Phillauri is too slow, and universal appeal and the weak opening are its setbacks.

    Producers: Anushka Sharma, Karmesh Sharma, Fox Star Studios.

    Director: Anshai Lal.

    Cast: Anushka Sharma, Diljit Dosanjh, Suraj Sharma.