TUJHE MERI KASAM, JISM and now ISHQ VISHK. Guess what's common between all the three films? The fresh star cast. And as luck would have it, all the three films took a much better start at the box-office than a majority of star-studded films this year.
So what does it indicate? Does it indicate that the audiences are lapping up fresh faces? Or does it indicate that they [the viewers] are sick and tired of watching the same stuff being repeated by some of our established stars?
You generally don't expect much out of rank newcomers, unless he happens to be a star-son. In the case of all three films, the lead men did not come with the baggage of a famous surname. There were no expectations from these newcomers and that's what worked.
Another factor that helped ISHQ VISHK was its aggressive promotional campaign and marketing strategies. Knowing the kind of film ISHQ VISHK is, the producers of the film [Tips] opted for a campaign that was not the customary song-dance routine, shot at an eye-filling foreign locale. Instead, the promos were such that they could easily be identified by the youth – the target audience of the film.
A few people within the film industry are surprised that ISHQ VISHK managed to take a heartening start at several places. But, believe me, I was always sure that the film would take a flying start at big cities and more specifically, at multiplexes.
The costing of ISHQ VISHK is within Rs. 4 crores and by the looks of it, the producers have a winner on their hands. From the emerging trends it appears that the business in Mumbai territory should prove to be the best.
DESTINATION: JOHANNESBURG
The who's who of the film industry left for Johannesburg, South Africa on Wednesday, May 14 and by the time you're reading this, the I.I.F.A. Awards must've got underway. With each passing year, I.I.F.A has been growing bigger and bigger.
This year, besides the premiere of ARMAAN, the elite crowd will witness the launch of Anil Sharma's AB TUMHARE HAWALE WATAN SAATHIYO [Amitabh – Aklshay – Bobby], plus the music launch of Feroz Khan's JANASHEEN, besides an insight into KHEL [Sunny, Sunil, Ajay Jadeja]. Also, a cricket match between cricketers and actors has been organized.
There's much more on the agenda and this writer [who's invited by I.I.F.A. to cover the event] will keep you posted on the developments in South Africa. Watch this space!
