It is a common saying: ‘Cinema is the reflection of society’
If this hypothesis is true then we Indians have to cry at everything. From the loss of love to the son who goes abroad, tears and melodrama should be part of our lives. We should sing songs and dance in all walks of life. We should all be very attractive in physical appearance.
To be honest, this fun ride is not a reality. We must understand that popular cinema is a business, which is based on the Indian ethos. We have the culture of plays in the form of ‘nautanki’ in the past. All the ingredients of Indian cinema, such as songs, dances and emotions, are extracted from it.
If we see cinema not through the eyes of an esthete but as a businessman, there are also some principles in this industry. The adage that ‘Content is King’ is an overrated statement. It’s all about marketing principles when it comes to money. The two main criteria before making the film that you should analyze are:
1. Budget: Big budget movies with all the big stars and razzmatazz or low budget movies with lesser known stars and less fancy stuff.
2. Type of audience you are targeting: naïve small-town folks or easy-going urban metropolitan class.
A good low-budget movie for metropolitan areas should be based on Hollywood-style cinema. The USP of this movie is an exotic and tight script that is supported by talented actors. Experimental cinema and subtle emotions are the key factors for the film’s success. ‘Bheja Fry’ and ‘Hey LuckyLucky Hey!’ are the perfect examples of this genre. You have to market the ‘difference’ or ‘Hatkepart’, which you are portraying on screen.
But if this low-budget movie is for small towns, then the music is the key factor for the movie’s success. It should contain staged music videos that are connected through a simple story, probably a love story or an erotic thriller. Variety in the music is highly recommended, from soulful romanticism to dancing to foot-pounding elements. It is preferred to market only songs, as there is a considerable part of the audience that will see the film if its songs and dances attract them to get their money back. Movies like ‘Ashiqui’ and ‘Humse hai muquabala’ are good examples of this category.
If we shift our attention to big budget movies, we should broaden our perspective in terms of audience. Stars sell at the box office, but they’re not the only factors essential to making your movie a success. Since the stakes are high, extensive marketing is the necessary condition. Movie promotion should be pervasive in all sections of the media, from the Internet to TV, covering brand promotions as well. Buzz about the movie is needed for the movie to work on the opening weekend to break even. The story is just as important as the cinematography, art direction, and choreography.
More importance should be given to entertainment during storytelling than to actual content. There is a section of society that comes to see cool gadgets, fancy cars, exotic places and designer dresses. They will help you recoup the cost of making movies within a week. ‘Kambakhat Ishq’ is a good example of a bad story presented with embellishments to sell the product. ‘Wanted’ is a perfect business plan. It has everything to entertain the common country man, Salman as the hero, his long-awaited action sequence, catchy songs, fast-paced story, and a bit of suspense at last.
Indian cinema has a different perspective for different people. You can call it the art of storytelling through actual cinema or entertaining the masses by visualizing the land of fairies that provides an escape from reality. You cannot undermine the power of cinema, which is more than literature. Power to affect the thoughts of an ordinary man, as it is more connected to him. People don’t understand Marx, but they understand Robinhood. People don’t understand an essay criticizing Lord Macualay’s educational system, but they can identify with ‘3 Idiots’. I greatly admire directors Rajkumar Santoshi, Rajkumar Hirani, Rakesh Omprakash Mehra, and Neeraj Pathak, who are champions of delivering a message in popular cinema. They are giving hope to reverse the antediluvian aphorism.
I firmly believe that, in the future, Society could be a reflection of cinema if it is channeled properly.