Dil garden garden ho gaya... Ekta Kapoor, I am sure, must be jumping with joy, with this song reverberating in the background. KYAA SUPER KOOL HAIN HUM has been panned by [most] critics, but has passed with distinction marks at the BO. In fact, KYAA SUPER KOOL HAIN HUM has crossed the lifetime business [yes, you read it right!] of KYAA KOOL HAI HUM in its opening weekend itself. Ab bolo!
KYAA SUPER KOOL HAIN HUM is not a 'critic friendly' movie. Besides, with the commencement of the holy month of Ramadan, a big chunk of the movie-going audience stays away from cineplexes. But Ekta knew her target audience well enough and marketed the brand aggressively and effectively prior to its release. The outcome, therefore, doesn't come as a surprise.
What sets Ekta apart from most film-makers is her courage to swim against the tide. When Ekta decided to release her film during the onset of Ramadan, a prominent distributor had confided in me that she was committing a grave mistake. 'An adult comedy should be timed during school and college vacations, not during Ramadan,' he opined. But the fabulous response to KYAA SUPER KOOL HAIN HUM at the ticket window should act as an eye-opener for not just this particular distributor, but also for a lot of people within the film industry who have fixed ideas about anything and everything.
The success of KYAA SUPER KOOL HAIN HUM only goes to prove that the aam aadmi tilts heavily towards escapist cinema. A movie that transports them to a different world altogether in those two hours. Zany entertainers will never go out of vogue and for those who are divorced from reality and continue to diss hardcore commercial films, I'll just say this: Wake up and smell the coffee.
