{"id":2883,"date":"2016-03-18T04:38:23","date_gmt":"2016-03-17T23:08:23","guid":{"rendered":"http:\/\/13.201.39.237\/?p=2883"},"modified":"2016-03-18T04:38:23","modified_gmt":"2016-03-17T23:08:23","slug":"sanju-veere-di-wedding-bollywood","status":"publish","type":"post","link":"http:\/\/13.207.105.184\/?p=2883","title":{"rendered":"How You Were Fooled Into Watching Sanju &#038; Veere Di Wedding by Bollywood\u2019s Hype Machine"},"content":{"rendered":"\n<div class=\"container page-content\"><p><span class=\"dropcap\">E<\/span><\/p><\/div><p><span style=\"font-weight: 400;\">very once in a while, despite not being a movie person, I become a victim of the Bollywood hype machine and voluntarily tag along to watch films where a 52-year-old <\/span><a href=\"https:\/\/www.arre.co.in\/modern-family\/shah-rukh-khan-birthday-fan-mannat-suhana-khan\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">SRK<\/span><\/a><span style=\"font-weight: 400;\"> is either trying to pass off as a 20-something tourist guide or <\/span><a href=\"https:\/\/www.arre.co.in\/bollywood\/o-o-jaane-jaana-salman-khan-pyaar-kiya-to-darna-kya\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Salman Khan<\/span><\/a><span style=\"font-weight: 400;\"> is half-heartedly trying to convince the world that he can be Batman.<\/span>\n\n<span style=\"font-weight: 400;\">This week, I gave in to the hype and watched <\/span><a href=\"https:\/\/www.arre.co.in\/bollywood\/sanju-review-ranbir-kapooir-sanjay-dutt-rajkumar-hirani\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><\/a><span style=\"font-weight: 400;\"> \u2013 touted as the greatest performance of one star kid essaying the role of another.<\/span>\n\n<span style=\"font-weight: 400;\">Just as I was entering the theatre, a peculiar sight unfolded in front of me: Countless people queuing up to take selfies with a six-piece cut-out of <\/span><a href=\"https:\/\/www.arre.co.in\/bollywood\/ranbir-kapoor-sanju-tamasha-channa-mereya\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ranbir Kapoor<\/span><\/a><span style=\"font-weight: 400;\"> in all of <\/span><a href=\"https:\/\/www.arre.co.in\/bollywood\/sanju-trailer-sanjay-dutt-ranbir-kapoor\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sanjay Dutt<\/span><\/a><span style=\"font-weight: 400;\">\u2019s avatars. Their posing and pouting continued even though they missed the film\u2019s opening scene.<\/span>\n\n<span style=\"font-weight: 400;\">Halfway through the film, two young guys sitting next to me began a guessing game. \u201cGuess who this Zubin guy is?\u201d said one. His friend\u2019s puzzled face was enough cue for him to dispense the answer himself. \u201cSalman Khan!\u201d he revealed, to which his friend responded with a gasp and a loud \u201chainnnn?!\u201d Then there was the guy who, for some reason, took immense pride in telling his mother that the jail scene where Dutt\u2019s cell was flooded with shit had \u201cactually happened!\u201d<\/span>\n\n<span style=\"font-weight: 400;\">Engrossed in eavesdropping while Dutt\u2019s descent into <\/span><a href=\"https:\/\/www.arre.co.in\/series\/invisibles\/hero-heroin-addict\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">drug addiction<\/span><\/a><span style=\"font-weight: 400;\"> was unfolding on screen, I couldn\u2019t help but wonder why the theatre was housefull. Were people coming to see <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> because of the film\u2019s mastery over its craft? Or were they only buying tickets because the trailer and the film\u2019s in-your-face promotions had sold <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> as a three-hour long entertainment outing that promised intricate details of a popular actor\u2019s personal life, ripe with the best spices of Indian entertainment \u2014 drugs, <\/span><a href=\"https:\/\/www.arre.co.in\/love-and-sex\/do-people-really-have-as-much-sex-as-they-claim\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">sex<\/span><\/a><span style=\"font-weight: 400;\">, crime, trauma, and most of all, parental drama?<\/span>\n\n<span style=\"font-weight: 400;\">I\u2019ll be honest. <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> is indeed the kind of film that manages to be a real tearjerker, going by the reaction of all the babies and kids who wailed continuously in the theatre that I was in. Especially the five-year-old sitting next to me who kept yelling, \u201cAur nahi dekhni\u201d until his parents were forced to take him out. Lucky kid. The film basically has the emotional honesty of a compulsive cheater and manages to be equally cringe-inducing and manipulative.<\/span>\n\n<span style=\"font-weight: 400;\">So then, what is it about <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> that makes it successful cinema? It\u2019s certainly not the loophole-ridden, one-sided plot, half-baked characters, glaring misogyny, or even the terribly misplaced comedic light that <\/span><a href=\"https:\/\/www.arre.co.in\/satire\/rajkumar-hirani-sanju-biopic-applications\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hirani<\/span><\/a><span style=\"font-weight: 400;\"> insists on lacing the film with, is it? Neither can the film\u2019s unprecedented success only be credited to Rajkumar Hirani\u2019s loyal mainstream audience base, nor to Ranbir Kapoor\u2019s compelling transformation.<\/span>\n\n<blockquote class=\"quote--center\"><p>It goes without saying that Sanju is a success because of who it revolves around.<\/p><\/blockquote>\n\n<span style=\"font-weight: 400;\">To understand the secret behind <\/span><i><span style=\"font-weight: 400;\">Sanju\u2019s<\/span><\/i><span style=\"font-weight: 400;\"> record-breaking box-office collections, look no further than the film\u2019s marketing and branding departments. If anything, they are the real architects of the film\u2019s success story. These are the people who have ensured that <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> is branded as a unique wonder \u2014 an anomaly among <\/span><a href=\"https:\/\/www.arre.co.in\/satire\/india-p-v-sindhu-carolina-marin-olympics-sonam-kapoor-katrina-kaif-honey-singh-dhoni-anil-kapoor-ashutosh-gowariker\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">unremarkable biopics<\/span><\/a><span style=\"font-weight: 400;\"> that Bollywood churns out by the dozen. By pegging it as the first biopic made on a living Bollywood actor, the film instantly managed to separate itself, commanding the audience\u2019s interest. <\/span><i><span style=\"font-weight: 400;\">Sanju <\/span><\/i><span style=\"font-weight: 400;\">was never supposed to be a film; it was always a promotional endorsement. <\/span>\n\n<span style=\"font-weight: 400;\">Another strategy that the film generously employed to manufacture curiosity was by being tight-lipped about the film\u2019s other characters. Sure, we knew about the big ones: Ranbir Kapoor as Dutt (remember how the first look just \u201chappened\u201d to be leaked?), Paresh Rawal as Sunil Dutt, Manisha Koirala as Nargis, and Dia Mirza as Maanyata Dutt. But there was zero inkling about whether the film would make room for Dutt\u2019s previous wives, his countless girlfriends, or even his friends from Bollywood. And if it did, who would play them? The rumours floating around were relentless: Was Vicky Kaushal playing Kumar Gaurav? Does Karishma Tanna play <\/span><a href=\"https:\/\/www.arre.co.in\/pop-culture\/madhuri-dixit-bucket-list-marathi-cinema\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Madhuri Dixit<\/span><\/a><span style=\"font-weight: 400;\">? And, will <\/span><a href=\"https:\/\/www.arre.co.in\/pop-culture\/alia-bhatt-amitabh-bachchan-koffee-with-karan-bollywood-india-badrinath-ki-dulhaniya-dear-zindagi-student-of-the-year-highway-kapoor-sons-2-states\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Alia Bhatt<\/span><\/a><span style=\"font-weight: 400;\"> have a cameo in the film? <\/span>\n\n<span style=\"font-weight: 400;\">For months, the film\u2019s marketing machinery had ensured that all of India was tricked into playing a game of Chinese whispers. So that by the time <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> released, people would be left with no choice but to watch the film and find out whether their hunches were actually true. Like the boys who believed they were seeing a version of Salman Khan and his entanglement in Dutt\u2019s drug use onscreen, most of us didn\u2019t go for the storytelling. Instead, we went to see it because it spoke right to the voyeur in us.<\/span>\n\n<span style=\"font-weight: 400;\">It goes without saying that <\/span><i><span style=\"font-weight: 400;\">Sanju<\/span><\/i><span style=\"font-weight: 400;\"> is a success because of who it revolves around. Just the way MF Husain\u2019s paintings became a matter of national outrage because of who he dared to depict on canvas, his skill and technique of decades eventually amounting to nothing. The film is prime proof of our collective fascination with the subject of art than art itself. <\/span>\n\n<span style=\"font-weight: 400;\">Just last month, another film exploited its marketing adroitness to reap box-office benefits: Shashanka Ghosh\u2019s <\/span><a href=\"https:\/\/www.arre.co.in\/bollywood\/veere-di-wedding-bechdel-test-kareena-kapoor\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Veere Di Wedding<\/span><\/i><\/a><span style=\"font-weight: 400;\">. A dishonest and over-dramatised portrayal of everything that feminism stands for, <\/span><i><span style=\"font-weight: 400;\">VDW<\/span><\/i><span style=\"font-weight: 400;\"> rode on its successful branding that in conservative India, it would be an expos\u00e9 on what women really want. Headlined by four female actresses and aided by an aggressive promotional campaign that carefully curated public perception with well-timed song and poster releases, the film ensured that it was the only thing that people talked about. <\/span>\n\n<a href=\"https:\/\/www.arre.co.in\/pop-culture\/sonam-kapoor-koffee-with-karan-karan-johar-kareena-kapoor-neerja\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sonam Kapoor<\/span><\/a><span style=\"font-weight: 400;\">\u2019s glamorously timed wedding, replete with an explosion of publicity through star-studded photos, boomerangs, videos, and unguarded Instagram coverage (it was almost as if we\u2019d been given a virtual wedding invite) only made things better.<\/span>\n\n<span style=\"font-weight: 400;\">Then there was the customary item-song, \u201cTareefan\u201d that took the anticipation for the film a step further. In a case of role reversal, it was the men who were treated as objects, while the women were busy smoking, drinking, driving, and buying drinks for the other sex. And all of this was inoculation against actual criticism of the film, which is, objectively speaking, terrible on many counts. It caught so many of us in a bind: How could you critique a film that went so far for the cause of feminism, when so many Bollywood films don\u2019t?<\/span>\n\n<span style=\"font-weight: 400;\">Just like<\/span><i><span style=\"font-weight: 400;\"> Sanju<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><i><span style=\"font-weight: 400;\">VDW\u2019<\/span><\/i><span style=\"font-weight: 400;\">s marketing promised a groundbreaking film and ensured that it reminded the public about it everyday. It\u2019s why they can get away with being middling fare. It\u2019s a terrific demonstration of the industry\u2019s business sense but a crushing dent to the economy of creativity and storytelling.<\/span>\n","protected":false},"excerpt":{"rendered":"<p>Both Sanju and Veere Di Wedding are excellent examples of bad films that were given a positive spin by Bollywood\u2019s hype machinery. They\u2019re a terrific demonstration of the industry\u2019s business sense but a crushing dent to the economy of creativity and storytelling.<\/p>\n","protected":false},"author":191,"featured_media":2884,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82],"tags":[141,19,1204,80,5785,5329,1158,3656,5330,283,5786,5356],"class_list":["post-2883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pop-culture","tag-bollywood","tag-india","tag-kareena-kapoor","tag-mumbai","tag-nargis","tag-rajkumar-hirani","tag-ranbir-kapoor","tag-sanjay-dutt","tag-sanju","tag-sonam-kapoor","tag-sunil-dutt","tag-veere-di-wedding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How You Were Fooled Into Watching Sanju &amp; Veere Di Wedding by Bollywood\u2019s Hype Machine<\/title>\n<meta name=\"description\" content=\"Both Sanju and Veere Di Wedding are excellent examples of bad films that were given a positive spin by Bollywood\u2019s hype machinery. 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