Gangs of Wasseypur, Dangerous Ishhq, Ek Tha Tiger, Son Of Sardaar, Tere Naal Love Ho Gaya, Kyaa Super Kool Hain Hum and Jodi Breakers. What’s the one thing that connects these movies apart from the fact that they all are 2012’s Box Office release? Give up..? C’mon that was easy. Okay, Race 2, Special Chabbis, Shootout At Wadala, ABCD – Any Body Can Dance, Jolly LLB? Yes, They all had a Hinglish title to their comfort!
The filmmakers have done it in the past and are back at it again. One of the latest strategies to attract the younger brigade, to sound hip and cool and to generate that extra amount of interest in the viewers, the cinema makers tend to name their creations in a language with which the Generation Y can easily connect.
There are a few makers like Imtiaz Ali who barring Socha Na Tha, has tried this formula on almost all the movies, be it Jab We Met, Rockstar or Love Aaj Kal. Imtiaz Ali was the writer for Cocktail and is currently busy shooting for his ‘emotionally charged, physically strenuous’ – Highway, slated to release by the end of the year.
In recent history there have been films like: Go Goa Gone, Mere Dad Ki Maruti, Commando, Bombay Talkies, Mujhse Fraandship Karoge, Desi Boyz, Ladies v/s Ricky Bahl, Mere Brother Ki Dulhan, who have tried cashing on this formula. In fact more than half of the mainstream releases this year have had a similar connection.
And in store this week are a flight of flicks on the same thread, be it – 3rd in the lineage, Dev Goel’s Hum Hain Raahi Car Ke, Veena Mallik-Riya Sen’s Zindagi 50 : 50 or the much delayed PZNZ’s Ishkq in Paris. Preity Zinta’s comeback home production movie was ready almost half a year ago but was in limbo after Director Prem Raj Soni was diagnosed with Cancer and had to undergo a surgery. The movie also stars Rhehan Malliek and two-time Oscar nominee French actress Isabelle Adjani.
Other than these, Ankur Arora Murder Case, Shortcut Romeo, B.A.Pass, Nikhil Advani’s much talked about- Rishi Kapoor starrer D-Day, Shaadi Ke Side Effects, Kashyap’s Cannes premiered Ugly, Bombay Velvet etc. are some other notable movies that follow the paved path.
Just like the movies, the titles also reflect the socio-economic revolution, and the gradual change that reflects the audiences’ sensibility. Actually, to a certain extent it makes sense, with Bollywood going international and as the chunk of movies based on the ‘Youth’ increase, there is definitely a race to grab the maximum eyeballs and a cheeky title, helps. Take for example Shor in the City, a la remembrance of Sex in the City! Gangs of Wasseypur, somewhere inspired from the Gangs of New York title. It’s the title that matters too along with the script and stars.
As long as the movies do well and generate that initial buzz the Hinglish titles are here to stay.
P.S: For that matter, even Akon croons for you every time in usual baritone – ‘Wanna be my Chammak Challo ?’. And ya, the Zombie Killer – Borris also has a Delhi heart. Point taken?