The Great Indian circus…

…aka ‘Dhoom-3’.

Dhoom-3, the latest in the Dhoom franchise forces you to redefine words like ‘circus’, ‘magic’, ‘illusion’, and ‘reality’. If you succeed in doing so,  you might be able to sit through this ‘fast’ paced revenge caper that is a cross between a ‘James Bond’ and a ‘Pink Panther’.

Let me present a few cerebral challenges that you might face if you attempt to slot it in either of the above instead of the hybrid.

  • Jackie Shroff is a visionary who saw that animals based circus feats would be passe and takes it on him to reinvent circus with the help of magic. Much later, his revenge seeking son, adds a few acrobatics to give it some semblance of circus.
  • All it takes for international police to summon Indian super cops is notes left by criminals in Hindi. These Indian super cops come in between scenes, unlike the old films where they come in the climax secene and arrest the baddies. (By the way, Indian super cops do not even arrest the baddies in this film).
  • A bank can go public and still have all its branches in a single city. Such banks extend loans based on full dress rehearsals.
  • Dhoom-3 baddie (Aamir Khan) grows up into a handsome young(?)man in his 20s? in the span of 13 years and works hard on his tap dance, muscles and updating his father’s tricks. But he does not inherit his father’s vision and limits his revenge to one old banker who once scowled at his father and did not extend the bank loan beyond five days.
  • Bikes vroom in and out real slow to make sure the riding star is established, even if such stunts are badly executed on set and off-set. (Is it the only way to ensure screen space for stars amidst too many stunt scenes featuring doubles?)
  • When you adapt themes from Hollywood films, simple substitutions will work just fine. For example, take ‘The Prestige” and substitute a pigeon with a kid and voila, you have a second-half. Of course, no kids are harmed in this movie.

Now, for the saving grace in this record breaking movie.

The makers of the movie chose not to incorporate the ‘great indian rope trick’ (http://en.wikipedia.org/wiki/Indian_rope_trick) and let Aamir Khan get away with his crime. Or did he? I didn’t quite understand the ending and the theme song kicked in.

Spoiler alert for Telugus- ‘Police Brothers’

Dhoom 3 takes the minimalistic approach

Dhoom 3, the year-ender for Yash Raj Films, might be a multi-starrer and made on a high budget, but the production house is taking the less-is-more route for promotions. Along with the publicity partner, Spice, it is ensuring that the media is not flooded with promos and hoardings of the cop-robber franchise. At work, are strategically placed teasers to intrigue the audience till the movie’s release on 20th of December.

PVR had opened advance bookings for select shows the day the trailer was unveiled a couple of months back. According to the multiplex chain, the movie has already seen sales of just under Rs 2 crore in advance bookings.

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TV advertising is fiction.

“Mobile is more flexible than TV, which makes it cheaper. What an advertiser spends per impression on mobile is much less than any other medium” Srikanth Kakani & Preetesh Chouhan of Vdopia

In monetising app of a TV show, the first area is acquisition of the app. This means not buying it but partnering with the content owner. Our partnership with the content owner goes before the TV show Comedy Nights with Kapil became popular. Second is the app developer world. We have developed solutions that go to a lot of app developer ecosystems across the world and we integrate at the source itself. To understand this, consider yourself as an app developer and who loves building games. Once you have built an app, go to our website and download our SDKs (software development kits) which are a bunch of codes for the app and put the app in an app store. As people start playing the game, the ads are served and the app developer starts earning. But why Comedy Nights with Kapil and not a movie? Because in mobile, TV content is more popular than movies.

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ET, IT…and the rest