Mixed Masala

 

vivek-krishnaniVivek Krishnani, MD, Sony Pictures Entertainment, India

Classics and chartbusters are remixed as there is huge audience appeal associated with these tracks. Since songs are a strong marketing tool, the familiarity helps connect with the audience and creates a desire to watch the film.  Of late, there’s been an influx of mediocrity while creating remixes. There are far too many of them but too few that have turned out to be memorable while the rest end up ruining the classic. So while it is an enticing idea to recreate the magic of yore through a popular song, we ought to be extremely careful about how we create it and present it. It’s a novel idea and should be used smartly in the film’s campaign. If the melody is recreated creatively, shot beautifully and choreographed well, it will always capture hearts.

 

rudrarup-duttaRudrarup Datta, Senior Vice President – Marketing, Viacom18 Motion Pictures

The power of a good tune to build recall on a film is undisputed. Hence, using a tried and tested hit tune which also instantly connects is a logical and effective idea. But it is important to select a song that suits the theme of the film so that it adds to the film. If it’s a random selection, then the song will be a hit but it will not impact the box-office performance of the movie as much.

 

Rahul PuriRahul Puri, MD, Mukta Arts

There is a relatability for old songs that intrigues the audience. This has become the norm in films these days, where old songs are remixed and people are interested to see how they have been reimagined. It would be presumptuous to suggest that this is the only reason people come to watch a film as these songs are viewable for the most part as marketing hooks across media but these hooks can bring a film into the spotlight and mindspace of the audience, who can then see more, as in a trailer or teaser, and decide whether they want to watch the film or not. The strategy has not always worked. The quality of the remix can also drive away audiences or put them off if it’s not good.

  

Prerna AroraPrernaa Arora, Producer

Old Hindi and Punjabi songs are already classics and super hits. So when they are remixed to suit new times, the earlier spark is rekindled and the audience feels an instant connection to the songs. They immediately try to connect the new version with the old version, which is good. That definitely brings in the audience and keeps their interest alive in watching the film.

 

amaalAmaal Malik, Music Composer and Singer

According to me, there is no harm in recreating songs but they should be justified in the film. Some songs are not made well and that’s where we go wrong. That’s why the audience thinks old songs do not need new flavor. When a remix is made well, the audience can relate to it.

 

Murli-Chhatwani-e1356171572780-125x150Murli Chhatwani, MD, Muviwale Entertainment

Personally, I loved the old Hindi songs and so I don’t mind listening to them in remixed versions, with the current lot of actors performing on them. If these songs are remixed properly and handled with care without spoiling the charm of the old version, they will work. If a song doesn’t go with the story and is unnecessarily inserted into the film just to increase the buzz around the film, it should not be tampered with.

As a movie buff and as a distributor, I don’t mind old songs being remixed as it helps reel in the audience but one needs an equally good trailer that showcases the high standards and quality content of the film. All these films that have remixed old songs have garnered good buzz and thus an opening is guaranteed because of these songs.

 

Devang SampatDevang Sampat, Director, India Strategic Initiatives, Cinepolis

Marketing is key to a film’s success and one of the keystone’s of marketing is songs. India is young and a majority of the movie-going crowd was born in the ’80s. If a song reminds them of their teenage years, it has great recall value and is great marketing strategy to use remixed versions of old songs. This helps bring movie-goers to multiplexes for the first weekend. Eventually, content works.

Box Office India
Collection Chart
As on 19th August, 2017
FilmsWeekWeeklyTotal
Toilet Ek Prem Katha190.84Cr90.84Cr
The Dream Job120K20K
Dirty Madam X110K10K
Jab Harry Met Sejal14.09K57.45K
Gurgaon26.83L52.42L
Mubarakan35.28Cr51.98Cr
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