Love is in the theatres

Close on the heels of flower and greeting card industries, the film fraternity is also keen to cash in on the Valentine fever, observes Deepa Karmalkar

Never mind if the maharaja of mush Karan Johar proclaims that he’s "tasted blood" with the super success of Agneepath. He’s definitely not holding back his trump card this Valentine’s as he pegs his next release Ek Main Aur Ekk Tu near Valentine’s Day. Proof enough of the fact that Valentine fever has caught on and quite on the lines of Diwali and Christmas releases, Valentine’s Day is turning out to be a coveted period for film releases.

Jodi Breakers, starring Bipasha Basu and R. Madhavan, is about two divorce lawyers

Veteran film journalist Udaya Tara Nayar points out, "India has the largest population of youth; therefore, film distributors are seriously probing Valentine’s Day for releasing romances. It has a tremendous marketing potential."

Valentine’s Day has been so aggressively marketed that greetings cards, flowers and gifts have become de rigueur. For collegians, Valentine’s has become a major festival that they must celebrate with full gusto. As Nimeesha Bakshi, a first-year medical student, reveals her V-Day plans excitedly, "Lots of shopping, eating out and, of course, catching a nice lovey-dovey movie!"

So when Karan Johar urges, "You can watch Ek Main Aur Ekk Tu with your friend or with your date," coupled with the novel pairing of Kareena and Imran, won’t lovers be flocking the theatres this Valentine’s? Add to that Kareena’s inviting explanation, "It is not a typical romcom. It will make you think. People will be surprised by the story and, hopefully, will enjoy it. I haven’t done this type of role in a long time. Recently, I have been doing lots of ‘desi girl’ roles like in Bodyguard and Ra.One, but this role has really tested my acting skills because she is a very realistic part to play."

The V-week takes off with Ek Main Aur Ekk Tu, which brings together for the first time Imran Khan and Kareena Kapoor

Moreover, the storyline of the film about marriage vows taken in a drunken state are no cause for concern for the internet generation.

Trade analyst N. P. Yadav clarifies, "Such daringly different themes hold a strange appeal for the young multiplex audience. Didn’t they lap up Dharma Productions’ Wake Up Sid and I Hate Luv Storys earlier?"

The die is cast; Valentine’s figures prominently on the radar of film distributors. Just check out the line-up of films the month — the V-week takes off with Ek Main Aur Ekk Tu and Valentine Night on February 10. The following week, February 17, has Prateik and Amy Jackson-starrer boy-meets-girl romance — Ekk Deewana Tha — the most enticing part about it being A. R. Rahman’s lilting music. The month of romance climaxes on February 24 with two diverse love stories — Ritiesh and Genelia-starrer Tere Naal Love Ho Gaya, a zany romcom and Bipasha and R. Madhavan-starrer Jodi Breakers about two divorce lawyers. Writer-director Kumar Baadal has been in a flurry of marathon shooting and post-production to meet the Valentine’s deadline for releasing his debut venture entitled, Valentine Night. "Upon wrapping the film within December, when we approached film distributors for it, they were definitely on a lookout for love stories appropriate for Valentine’s. Mukta Films distributing our film were set on hitting the theatres with it on February 10. It is the story of heartbroken couples who try to make amends by seeking mates on social networking sites for the Valentine Night. It is a romantic thriller," he adds.

V-Day is only a decade-old addition to the desi scenario and only at the turn of the millennium did it catch the fancy of filmmakers. As Juhi Babbar-Soni, whose debut venture Kaash`85Aap Hamare Hote opposite Sonu Nigam released in 2003 on Valentine’s, validates the significance of the lover’s day, "Personally, I have never understood the craze for Valentine’s but when my film was up for release, we chose Valentine’s as ours was a youthful love story. Sonu and I even shot a romantic cover in cricketing gear for the cover of a newspaper, it was Valentine’s combined with upcoming cricket cup!" guffaws the actress, who has since become a prominent theatre personality.

But as she puts it, "Those who believe in it need to celebrate it with something and what better way than watching a romantic film?" she asks.

Going by the Valentine releases over the last decade, there appears to be an emerging trend — of romances being targeted for the V-Day. Rani-Bobby Deol-starrer Badal was released in February, 2000, a love story set against the backdrop of 1984 riots, Vikram Bhatt’s directorial venture Kasoor launching Lisa Ray with Aftab Shivdasani was February 2001 release, Tumko Na Bhool Paayenge-starring Salman-Sushmita-Dia Mirza, Karisma-Akshay Kumar-Abhishek Bachchan-starrer Haan Maine Bhi Pyaar Kiya was February 2002 release alongside Bipasha-Dino Morea supernatural thriller Raaz. And strangely, of all the three releases that year, Raaz turned out to be the biggest grosser notwithstanding an all-new starcast.

Fardeen-Kareena-starrer Khushi was released in February 2003 as was Juhi Babbar-Sonu Nigam film Kash`85 Aap Hamare Hote. Sanjay Leela Bhansali’s Black released in February 2005 followed by Bobby-Lara-starrer Jurm leaving out the most appropriate Valentine — themed film, Taj Mahal: An Eternal Love Story featuring Sonya Jehan and Arbaaz Khan to be released in November.

Things changed dramatically as Ashutosh Gowarikar’s magnum opus, Jodhaa Akbar starring Aishwarya-Hrithik released on February 15, 2008. In February 2009 Abhishek-Sonam starrer Delhi-6 was released, along with Shah Rukh’s home production Billu — lending credence to the concept of Valentine releases. Also Anurag Kashyap directed new-age reinvention of Devdas, Dev D was released in February 2009.

In February 2010, Kajol-Shah Rukh-starrer My Name Is Khan was released followed by Tabu’s Toh Baat Pakki! and Deepika-Farhan-starrer Karthik Calling Karthik in the V-month. Big releases have legitimised Valentine’s release since then, February 2011 had Akshay Kumar’s Patiala House followed by Priyanka Chopra’s 7 Khoon Maafand Kangana-R Madhavan’s wedding hit Tanu Weds Manu.

Looks like the Valentine month will be booked by big-buck releases in future`85and it would only be right to say that love is in the air`85 and also in the theatres this Valentine’s.

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