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Jodhaa Akbar: A commercial, historical and aesthetical failure
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editor on 25 February, 2008 05:07:00
 
Fun of the situation is that Producers U-TV and Director Ashutosh Govarikar both
knew that they have made a bull shit film but still they made it, why?
Answer lies in multiplex culture, generally a star studded film gets a opening
in multiplexes across the India, which is worth a weekend collection of around
Rs 150 crore. If a film runs houseful for only three days then media declares it
a bumper hit as happened with Om Shanti Om.  Then they run the film for 2-3
weeks in theaters and finally “pay” the trade journals and two-three
leading newspaper journalists, give advertisements and they generally declare
your stupid film a hit, but here lies a catch.
Public refused to enter in theaters to watch this stupid film even for
concessional rates in Indian metros, as viewers have recognized it from promos
itself that this film is wastage of money and could be easily seen on VCD three
days afterwards.
So the branding exercise failed and UTV people immediately began to grab hold
of State I & B ministry officials, politicians and nonsense PIL filers to get
this film banned in certain areas. Still Paid TV Channels also have to declare
this Jodhaa Akbar a flop, as credibility of NDTV gone to dogs as this channel
become loudspeaker for this movie.
A Branding Lesson For Sponsors
This whole scenario has a branding lesson for sponsors also, even if you
associate a brand like TITAN and few suiting shirting’s with Hrithik and
Aishwarya, if the film is a Jodhaa Akbar, your crores of rupees are equal to a
penny, so sponsors must choose the films correctly otherwise such films will
harm the reputation of their brands, as the associate advertisements with Jodhaa
Akbar are harming the their image and making a joke of themselves in the eyes of
TV viewers.
Here is also a catch about price of HRITHIK and AISHWARYA, these two stars have
been paid crores because they are supposed to ensure a bumper opening but lesson
is that even these so called stars are rejected outright by viewers, if they
appear in promos of a drastically poor film.
We have to salute Indian Film goers, who once again proved all the corporate
trade pundits bloody fools and kicked Jodhaa Akbar to it''s well deserved place,
that is a Dustbin.
Khemraj D. Anirudh is chairman to Media Engineering, Entrepreneurship
consultancy firm "KRS MEDIA INTEGRATION". Email: krsresponse@gmail.com