Fenil and Bollywood

Posts Tagged ‘non-english speaking masses

Kites2

IT’S ALL IN THE NAME: Poster of Kites

Bollywood has given up HAHK and DDLJ for short and simple English titles

AAKANKSHA NAVAL-SHETYE Times News Network (BOMBAY TIMES; September 15, 2009)

Bollywood has rediscovered the KISS (Keep It Short and Simple) rule, at least where film titles are concerned. Having had its fill of long names — Bollywood’s now high on short words, and most of them straight off the English vocabulary rack. Sample this: almost 20 films this year had English titles and there are almost 30 more to come… from Blue to Wanted and Radio to Kites. Trade pundits attribute this to several reasons. “Almost every title has been exhausted. Others have been blocked by producers before hand. Filmmakers have to come up with unique titles and English words give an instant youth connect,” explains trade analyst Komal Nahta, adding, “Even Dilwale Dulhaniya Le Jayenge was shortened to the English DDLJ.”

Trade analyst Taran Adarsh agrees, claiming that it’s a healthy trend looking at global cinema, “Bollywood films have an international audience. Ever since English lyrics in Hindi songs became a hit, filmmakers began exploring these options. As long as the title suits the content of the film, it’s bound to work.” Vashu Bhagnani, whose next film is titled Do Knot Disturb, adds, “When the masses can accept English songs and words in our films, why not
titles? The audience targeted is largely the youth and they can easily identify with such names.” Rohit Shetty, director of All the Best and Golmaal Returns, defended his titles, “Words like Welcome, All The Best, Luck, and No Problem work well even with the non-English speaking masses in the interiors. These titles have tested positive with the multiplex audience so it’s a win-win scenario all across.”

Trade analysts also believe TV has made English and ‘Hinglish’ popular. “Thanks to the serials, talk shows and advertisements, ‘Hinglish’ has become well-accepted. So if the words are simple and part of daily usage, the names are more likely to work than not,” say trade analysts.

However, filmmaker Vipul Shah, whose films — Singh is Kinng, London Dreams and Action Replayy — all have English names, has a different take. “London Dreams is the name of a band associated with my film, whereas Action Replayy was the name of my play done several years ago. So, the name has to show some connection with the film theme and should not be a random word,” he says. Will the trend of long names that kickstarted with Hum Aapke Hain Kaun pave way for English shorties? Time will tell.

My Name is KhanENGLISH SHORTIES RELEASED THIS YEAR
Fox, Luck, Three, Life Partner, Daddy Cool, Sankat City, Shortkut: The Con is On, Quick Gun Murugan, Bachelor Party, Bad Luck Govind, Chandni Chowk To China, Luck By Chance, Victory, The Stoneman Murders, 13B, Straight, Team, Runway, Let’s Dance, Morning Walk, Perfect Mismatch, Shadow, Toss

ENGLISH SHORTIES TO COME
Blue, Wanted, All the Best, London Dreams, Acid Factory, What’s Your Raashee?, 3 Idiots, Eight, Fast Forward, Shoebite, My Name Is Khan, Jail, Do Knot Disturb, Paa, Radio, Season Greetings, Chase, Kites, Wake Up Sid, Prince, Rocket Singh: Salesman of The Year, No Problem, Road Movie, Accident on Hill Road, Action Replayy
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