With April 1 as its release date,a film titled F.A.L.T.U.was supposed to be a Fools Day joke. Nobody was taking the Jackky Bhagnani film seriously. Nobody even gave it a chance,especially since its release clashed with the Farhan Akhtar-Ritesh Sidhwani produced,Abhishek Bachchan-Kangna Ranaut starrer,Game.
But surprise,surprise: nobody went to watch Game while F.A.L.T.U.got a decent opening and eventually found its feet. In todays scenario,when multiplex occupancy fluctuates between six and 13 people (for Thank You and Saat Khoon Maaf respectively in a Mumbai multiplex on the Monday evening show of both the films),Faltus above average success is commendable. With Faltu,producer Vashu Bhagnani has successfully relaunched his son and also proved that hes an old fox when it comes to the tricks of the trade. Bhagnani had famously released the Salman Khan-Karisma Kapoor Biwi
No. 1 bang in the middle of the 1999 cricket World Cup. The David Dhawan comedy was a mega success.
Bhagnani designed F.A.L.T.U.for the youth. It was THAT song that got them in. Come on,admit it,youve also caught yourself humming Char Baj Gaye Lekin Party Abhi Baaki Hai. So what if the groove is a direct lift from the Black Eyed Peas My Humps? Or for that matter so what if F.A.L.T.U.itself is a rip-off of the Blake Lively-Justin Long starrer,Accepted? Its a hit,right? And in Bollywood,somehow,that makes everything legit. F.A.L.T.U.gave its intended audience just what they desire hot babe in a bikini,Mauritius beaches,college campus and a hit soundtrack. The Youngistan is mighty pleased with all this.
In Hollywood,the young demographic is already exerting its power. Tween heartthrobs Zac Efron,Robert Pattinson and Taylor Lautner are spearheading franchises. Bollywood obviously is taking note. No wonder then Yash Raj Films,the big daddy studio has started a new division,Y Films. Their first offering,Luv Ka The End starring Shakti Kapoors daughter,Shraddha,released this Friday. Y Films will follow this up with two more youth-centric films Mujhse Fraaandship Karoge and Virus Diwan,the latter marks the debut of producer Boney Kapoors son,Arjun.
Ashish Patil,business and creative head of Y Films,feels the studio will hit the bulls eye with their young fare. We are talking about todays India where 70 per cent of the population is below the age of 35. The 15- 35s years old make up for more than 350 million people,which is more than the population of USA and Japan put together. We have to make content for them. We have to speak to them in their language, he tells me.
Other production houses are also following suit. Balaji Motion Pictures have launched Alt Ent,which will be dedicated to youth-centric content. The banners last release Shor In The City minted critical acclaim and now Ekta Kapoors banner is gearing up for Ragini MMS. Inspired by Paranormal Activity,it looks like a concoction of sex and horror. The films tagline,They didnt know it yet. It was a threesome, could not be more direct.
Shah Rukh Khans Red Chillies is also aiming to woo the youth. The directorial debut of Roshan Abbas,Always Kabhie Kabhie,is a coming-of-age campus romance. All those who love Archies comics and yes,High School Musical,will obviously make a beeline. Just for the record,Karan Johars next directorial venture,Student of the Year,is also about campus,students,romance and love. Yes,they say this is also High School Musical redux. If so then,well,it seems,everyone in B-town wants to be Zac Efron. Wait,theres more. Viacom18s Pyaar Ka Punchnama is about jilted and frustrated tweens who want to know what girls really want. The banner will follow this youth fare with Michael and Shaitan,also about the young uns.
The content of these young films is woven around what interests the target audience. The scales are tipping towards stories about casual hook-ups,break-ups,social networking,etc. As Patil says,Todays youngsters dont have the attention span to stick to even the flavour of the month. They deal in the flavour of the second. The content has to keep pace with them. So then shall we get ready for some desi Edward and Bella? My money is on Ekta Kapoor to spin a desi Twilight. She did it with her television serial,Pyar Ki Ek Kahani. Now maybe she can do it with the F.A.L.T.U.guy,Jackky Bhagnani. Will you like it?
