Cracking up with the firecrackers

The phenomenon of strategically releasing a big film during the Festival Of Lights had a natural beginning with Baazigar (1993) and Dilwale Dulhania Le Jayenge in 1995. Aamir Khan’s Raja Hindustani (1996) seemed to systemise this. More than superstition therefore,planning and strategy went into releasing two big-ticket films in the next two Diwalis – Dil To Pagal Hai (1997) and Kuch Kuch Hota Hai (1998).

With both turning hits and KKHH trouncing Bade Miyan Chhote Miyan despite its potent David Dhawan-Govinda fun combo with Amitabh Bachchan and Madhuri Dixit (in a cameo) as bonuses,it was a given that a big film with SRK plus Diwali equalled box-office magic. This seemed to be reaffirmed when Mohabbatein (2000) scored over the then-latest heartthrob Hrithik Roshan’s Mission Kashmir.

But it was not always practical to have a Shah Rukh Khan film timed for every Diwali. Kabhi Khushi Kabhie Gham… (2001) and Kal Ho Naa Ho (2003) missed the dates by days or weeks,and these three consecutive years,Diwali saw three flops each!

It was in 2004 that the tide turned again. Yash Chopra came back to direction once again after seven years to deliver Veer-Zaara. Subhash Ghai produced the crisp thriller Aitraaz,K.Asif’s 1960 classic Mughal-E-Azam was re-released in widescreen,color and Dolby Digital,and Ram Gopal Varma came up with Naach.

This time,only the last film was rejected. On the other hand,except overseas,Veer-Zaara and Aitraaz were only modest successes. And MEA set no trend,colorising or otherwise. Suddenly,it seemed that the audiences wanted something more than just an A-list film with a superstar. 2004 Diwali was a clear indicator that something was amiss,especially at Rs 150 a ticket.

The answer came in 2005: Akshay Kumar’s Garam Masala made it amply clear that the audience wanted light fare that made them crack up in mirth along with the lights and firecrackers of Diwali. And so,Salman Khan’s Kyon Ki… was summarily rejected,but interestingly,so was the substandard comedy Shaadi No.1. Clearly,there was a ‘Conditions Apply’ on comedy too.

2006 was even more graphic: the emotion-laden Jaan-E-Mann tanked,but the victorious SRK film Don once again fared better overseas and fared average here. No thrillers either,seemed to be the verdict. In 2007,the audience psyche was even more decisive. Perceived as brainless by the ivory-tower media,the madcap delight Om Shanti Om soared,and the serious Saawariya crashed.

In 2008,Golmaal Returns was pitted against the issue-based Fashion,but the people had their agenda spelt out. The vote overwhelmingly went to the sequel of the average 2006 grosser,Golmaal – Fun Unlimited. Rohit Shetty’s ensemble cast comedy became a whopper at the b-o and little did he,or his fave hero Ajay Devgn,realise then that in time they were to soon score a hat-trick in more ways than one.

In 2009,their All The Best (all along planned for a Diwali release) was welcomed with open arms against biggies like Blue and Main Aur Mrs Khanna that went nowhere,despite a good opening for the former.

And the peak seems to have come with 2010. Rohit-Ajay have written history by doing the first-ever part three in Hindi cinema with Golmaal 3. If that’s not enough,this is the third consecutive time that they have taken the joint onus of making people chortle and guffaw this season and make everyone’s Diwali brighter and happier. This time,Action Replayy has lost out,despite a steady undercurrent of comedy.

The writing on the wall for filmmakers is clear: Avoid getting even remotely serious during this season. Release your films in Diwali week only if you are sure that you can make families feel good about shelling out a grand or more only to laugh,enjoy and be merry. Otherwise,stay away. Superstars included.

rajiv.vijayakar@expressindia.com