10 days from now, Brothers would be hitting the screens. In the times when not just plain hits but Blockbusters are being delivered at a rapid pace, case in point being Bajrangi Bhaijaan, Tanu Weds Manu Returns and Bahubali to name a few, the arrival of this Karan Johar production couldn’t have been better timed. Audiences are back in theaters, there is a buoyant spring in the industry, exhibitors are in a jubilant mood and distributors across the supply chain are making money.
As for the veterans in the business, be it Salman Khan, Eros or Dharma Productions, the game has been well understood, which is to marry content with great promotion, marketing and of course a competent starcast.
No wonder, with Brothers as the next big release of the season, there is an all around sense of positivism around how well would the film deliver.
On the face value, everything seems to be in going in favor of the film. The film’s promo has been much appreciated and is enjoyable till date despite being online for quite some time now. It certainly has a repeat value and theaters screening it for weeks now aren’t complaining either. Karan Johar and Fox are making sure that the marketing is on the top of the game while from distribution perspective, the film’s arrival on the weekend of Independence Day promises high footfalls.
From the creative standpoint, the film has Karan Malhotra at the helm of direction and the man certainly knows how to marry 80s masala with contemporary styling. He showed that in his version of Agneepath and now it seems that he is right on target for Brothers too. By bringing in Jackie Shroff in a pivotal role, the nostalgia is being lived well.
The casting has a lot going in the right direction too. Sidharth Malhotra is super-hot after delivering a 100 crore Superhit Ek Villain and in yet another role that needs him to demonstrate grey shades, he has clearly covered a much greater distance with Brothers. He may not be serenading a girl here a la ‘Teri Galliyaan‘ but one look at ‘Brothers Anthem‘ and you can see that he is all set to pump the adrenalin for the youth.
Above all, what is further escalating the film’s fortune is the man of all seasons, Akshay Kumar. He seems to be making all the right moves and is scoring in practically every dramatic outing. Last year’s 100 crore hit Holiday has been followed well by this year’s Baby and Gabbar Is Back. Each of the three films, and that too in a space of mere 12 months, has made an impression and went on to be a commercial success.
Now with Brothers looking hot, it is only going to get better.
Joginder Tuteja tweets @tutejajoginder