That sounds just like a blockbuster
2001 December 14th |
Toronto Star, [12/14/2001]
Bollywood import arrives today, and the music has fans ready
“I know! This must be the song where Shahrukh Khan and Kajol are getting married,” exclaims my roommate.
“Hritik is Shahrukh’s brother, of course. Kareena must be Kajol’s friend. So, Hritik probably sees Kareena for the first time in this song.”
My roommate and I are cruising down the 401, busy dissecting the plot of the much-awaited Bollywood blockbuster, Kabhi Khushi Kabhie Gham, while listening to its soundtrack. Shahrukh Khan, Kajol, Hritik Roshan and Kareena Kapoor are Bollywood superstars acting in the movie, which opens today.
It’s hard for us not to get sucked into the latest Bollywood mania that’s gripped the South Asian community.
The selling of hugely popular Indian films is a marketing marvel that flies under the radar of most mainstream media and fans.
Advertising for new Bollywood releases in Toronto is relegated to ethnic media. The movies play mostly in two Indian cinemas (Woodside and Albion). Yet, over the past two years, several Indian movies released in North America have had multi-million-dollar box-office grosses. During a shared opening weekend in Toronto in 1999, Bollywood blockbuster Taal grossed almost as much as Stanley Kubrick’s highly publicized Eyes Wide Shut.
But Indian film distributors have some special tricks up their sleeves that help get their films noticed by their target audience.
Soundtracks of upcoming flicks are released months before the movie, and Indian TV stations like B4U (Bollywood For You) or Sony India, available via satellite in Toronto, show snippets of the songs repeatedly on their version of music video shows.
And contests organized in the local ethnic media for free movie tickets and posters displayed in the Indian movie theatres ensure people are aware of new films.
So Kabhi Khushi Kabhie Gham’s soundtrack can be heard blaring from many of the shops in various South Asian neighbourhoods. Indian video stores have posters of the movie plastered on their windows.
Then there is word of mouth. A regular practitioner of that art, my Sri Lankan friend Sukaneya Subramanian, already has four dates for the movie - the first one with her family, another with afriend, another with a curious Canadian co-worker and a fourth one with a gaggle of girls. I admit to having told my friends about the film rather breathlessly.
Kabhi Khushi Kabhie Gham is the second film by Indian director Karan Johar. His first was Kuch Kuch Hota Ha, which did big business, both in India and North America, with Toronto one of the largest markets.
Kuch Kuch Hota Hai is about the love-triangle of college mates Rahul (Shah Rukh Khan), Tina (Rani Mukherjee) and Anjali (Kajol). With its catchy soundtrack, designer duds and fantasy-like setting - the college the trio attended looked more like a Beverly Hills 90210 campus - the movie was lapped up by South Asians young and old.
In his second movie, Johar is apparently playing his cards right again.
“It’s all about loving your parents,” says the advertising tagline for Kabhi Khushi Kabhie Gham. In thecurrent Bollywood culture, permeated with mini-skirts and tube-tops along with sheer saris and salwar-kameezes (long tunic and pants), Johar is adding the requisite element of tradition.
By casting six of Bollywood’s hot-property actors, Johar is leaving nothing to chance. The film features two Indian superstars of yesteryear, Amitabh and Jaya Bachchan. The lead pair of Kuch Kuch Hota Hai, Shahrukh Khan and Kajol, is also in Kabhi Khushi Kabhie Gham. And two of India’s latest heartthrobs - Hritik Roshan and Kareena Kapoor - join in.
The actual plot of the movie is that of a family drama with a potpourri of romance, tragedy, comedy and songs thrown in.
The Raichands are a happy, loving and very well-to-do family. There’s the patriarch, Yash (Amitabh Bachchan), his wife, Nandini (Jaya Bachchan), and two sons Rahul (Shahrukh Khan) and Rohan (Hritik Roshan). Unfortunately, Rahul decides to marry Anjali (Kajol), whose middle-class family background doesn’t quite meet the standards of papa Raichand. Rahul and Anjali leave the house. Now it’s up to Rohan and Anjali’s younger sister Pooja (Kareena Kapoor) to get them back together.
Shot mostly in London and Mumbai, the budget of the film is said to be about 450 million rupees ($9.4 million), making it Bollywood’s most expensive film to date.
According to India Today, a current affairs magazine, Johar’s producer father had originally budgeted the film at 250 million rupees, but when the cost of shooting the first song alone was 3 million rupees, he gave up trying to keep the budget down.
So watch for songs showcasing glittering fabrics, genuine hand-embroidered Jamevar shawls, custom-made chandeliers and the 50 svelte blonde dancers imported from England.
Indian movie pundits are touting the movie as a hit even before its release.
The expectations from Kabhi Khushi Kabhie Gham’s Toronto audiences are equally big. Especially my friend Sukaneya. She’s desperately hoping it’s worth watching four times.
