'Dirty' makes a 'Clean' sweep

 

THE DIRTY PICTURE is a game changer. Let me cite the vital reasons…'Dirty' makes a 'Clean' sweep

 

Till a decade ago, a section of the industry strongly felt that comedies aren't commercially viable. The market for laughathon doesn't exist beyond Mumbai,

 

they echoed. But the naysayers had to eat their words when a spate of comedies smashed all records and set new ones at the box-office. Similarly, a big

 

section of the industry was of the opinion that heroine-oriented films or women-centric themes enjoy limited appeal at the ticket window. The myth lies

 

shattered.

 

I've repeatedly heard the naysayers also remark that biopics or movies based on the film industry don't work at the ticket window. These pessimists, who live

 

in a cocoon, completely oblivious of the changing times, have cited inane and ridiculous reasons to prove their point. But the staggering business of THE

 

DIRTY PICTURE has proved them wrong and how.

 

Also, generally speaking, films with an 'A' certificate have their limitations. But the fantastic business of films with the 'Adults' tag, like MURDER 2,

 

DELHI BELLY and now THE DIRTY PICTURE, has made people realize that a well-made film knows no limitations, from the business point of view.

 

THE DIRTY PICTURE is re-writing the rules of the game and like DELHI BELLY, is a game changer. Ironically, the year 2011 commenced with a film that borrowed

 

from real life [NO ONE KILLED JESSICA], with Rani Mukerji and Vidya Balan essaying pivotal parts, and before the curtains fall on the year, a movie inspired

 

by the life and times of a South Indian actress, essayed by Balan again, is making a lot of noise. Has hit headlines, frankly.

 

The terrific start of THE DIRTY PICTURE can be attributed to several reasons…

 

* The catchy title.

 

* The buzz that it was based on the life of a well-known actress of the 80s.

 

* The hugely popular 'Ooh La La'.

 

* The eye-catching promos.

 

* Last but not the least, the mind-blowing promotions, prior to the release of the film.

 

There's yet another vital reason that attracted a sizable number of footfalls at plexes and single screens, both: Emraan Hashmi. This guy has a massive

 

fan-following amongst youth and his movies have consistently attracted footfalls, bigger and better than so many in-demand stars. MURDER 2 occupies a prime

 

place amongst the biggest openers of this year and so does THE DIRTY PICTURE. Emraan Hashmi is a star in the true sense.

 

Post release, the world couldn't stop raving about Vidya Balan's bravura performance, Rajat Aroraa's watertight screenplay and power-packed dialogue and

 

Milan Luthria's handling of several dramatic sequences.

 

The fact that THE DIRTY PICTURE has fetched a bigger start than some of the biggest releases this year only goes to prove yet again that content and concept

 

are of paramount importance. No film can survive on hype alone. It ought to have the material to stand on its feet after the first show concludes. Else, the

 

collections would sink faster than Titanic even before Day 1 comes to a close. THE DIRTY PICTURE packed a solid weekend and is all set to post impressive

 

numbers in Week 1, which only goes to reiterate the fact yet again: Movies in India work because of entertainment, entertainment and entertainment.

 

I'd like to single out Ekta Kapoor, who is the bravest film producer today. She backs biggies like SHOOTOUT AT LOKHANDWALA and ONCE UPON A TIME IN MUMBAAI,

 

but also backs films like LOVE SEX AUR DHOKHA, RAGINI MMS, SHOR IN THE CITY and now THE DIRTY PICTURE. These films have not only garnered critical acclaim,

 

but have also been success stories in terms of economics. I'd like to go to the extent of saying that Ekta is the Aamir Khan amongst producers. Gutsy, brave,

 

enterprising and super-successful.

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