Hai Jawani Toh Ishq Hona Hai, which releases this Friday, has been in the news not just for its comic trailer, songs, casting and association of David Dhawan, but also because of a controversy involving the use of the songs ‘Chunari Chunari’ and ‘Ishq Sona Hai’. Vashu Bhagnani went to court, arguing that these tracks are from his film Biwi No 1 (1999) and that the makers of Hai Jawani Toh Ishq Hona Hai don’t have the right to use them. Meanwhile, Tips, which produced the Varun Dhawan-starrer, made it clear that they have all the rights to use the songs. The controversy kept the film in the news over the last two weeks.
When asked if the controversy would prove beneficial, trade veteran Taran Adarsh explained, “I don’t think it would impact. This has happened even in the past. There was a time when link-up rumours would be spread about the lead pair of a film. It was very prevalent in the 70s and 80s as it was seen as the only way to catch attention. Then, there was no social media. But now, things get magnified and multiply in no time. So, you can’t do all this. Controversy se koi fayda nahin hai.”
He continued, “People may read, react, write about it and express their opinion. But eventually you need to spend money on the product. That’s what matters at the end of the day. I neither know the legality of the matter, nor I would like to comment on it. But I genuinely feel that Hai Jawani Toh Ishq Hona Hai will be judged purely because of its content.”
Trade analyst Atul Mohan remarked, “I don’t think it helps, but had this controversy not taken place, what would have been the discussion point for the film? At least, thanks to this controversy, the film is getting some media space and attention. Both parties are giving their statements. As a result, it’s getting coverage. Ek tarah se yeh bhi marketing hi ho gaya.”
Girish Johar, producer and film business analyst, agreed, “It just acts like an awareness tool and fortunately, the film was already high on the awareness quotient. I don’t think that because of the controversy, people would actually buy a ticket. Eventually, people may discuss the controversy, but they’ll only buy the ticket based on their liking of the trailer, songs, casting etc. Audiences are too smart.”
When asked if the controversy would benefit the film, distributor and exhibitor Raj Bansal said, “Not a penny! Audience doesn’t care about it.”
The unexpected release day offer
On June 2, it came to light that on BookMyShow, tickets for the film would be available at a 50% discount on its release day, June 5. Reacting to this scheme, Taran Adarsh said, “When I saw the 50% offer on Hai Jawani Toh Ishq Hona Hai, I was a bit taken aback, to be very honest. I don’t know whose decision was it to go for the offer. You are undermining a star's potential. A film like Chand Mera Dil also opted for an offer. They sold tickets for Rs. 149 and Rs. 199 and that’s understandable. It starred Lakshya and Ananya Panday, it comes with a smaller budget and hence, they want the word of mouth to spread. But Hai Jawani Toh Ishq Hona Hai is one film which is on the front foot. It has to hit on the very first ball. Hence, in my opinion, I feel that it was not the right thing to do. But then, I am just a voice and they are the decision makers. They are entitled to their decision as it's their baby. They must have done some calculation after which they must have arrived at this decision.”
Raj Bansal, “The offer made me suspicious.”
Also Read: Team Hai Jawani Toh Ishq Hona Hai BREAKS SILENCE on Vashu Bhagnani row: “This is a smear campaign”
More Pages: Hai Jawani Toh Ishq Hona Hai Box Office Collection
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