Thu, 16 Feb 2012 10:18:12 GMT

Desi is the flavour!

As opposed to the Hinglish and English film titles last year, this time around, filmmakers are increasingly opting for titles used in local parlance.

Desi is the flavour!

Last year saw an increasingly high number of Hinglish and English film titles finding favour with filmmakers all year through. This year however, it's local parlance that's promising to be the flavour in Bollywood. And a majority of the films lined up all year ahead have a rustic touch to the titles.

Sample this: 'Chaalis Chaurasi', 'Sadda Adda', 'Tutiya Dil', 'Gali Gali Chor Hai', 'Ek Main Aur Ekk Tu', 'Ek Deewana Tha', 'Ek Tha Tiger', 'Tere Naal Love Ho Gaya', 'Chaar Din Ki Chandni', 'Tezz', 'Kyaa Supercool Hain Hum', 'Ferrari Ki Sawari', 'Luv Shuv Tey Chicken Khurana', 'Talaash', 'Barfee', 'Kahaani', 'Lootera', 'Tukka Fit', 'Teri Meri Kahaani', 'Khiladi 786', 'Bol Bachchan', 'Dostana', 'Matru Ki Bijlee Ka Man Dola', 'Valmiki Ki Bandook...' are all names that have a local flavour.

Filmmakers and trade analysts feel that what works in the favour of these titles is that they have a mass appeal and are equally relatable to the classes. "Film titles have to establish that first connect with the audience. Unlike English titles, these ones are far more catchy, not only for the urban, but the rural audience too. Also overall, the focus is shifting to filmigiri and dialoguebaazi and these names just fit the bill more aptly," explains trade analyst Taran Adarsh.

"These names have more dum in them and that's the signal, filmmakers want to send out to their audience about the film, so it makes sense to have a rustic touch that reflect the tone of the film," says a filmmaker. "Also these names are words that we use so commonly that the recall value of such titles increases manifold and yes, there is an instant connect," adds the filmmaker.

Taran reveals that the collection from the smaller centres and interiors matter as much as the collections from multiplexes and overseas. "And right now the mood is not shying away from going the filmi way, and these filmi names are an interesting change too," adds Taran.

"Why only titles, check out the high number of songs that have Punjabi lyrics or the high number of films being set in the North, so it's but obvious that instead of opting for sleek high-end names, rustic ones that are more used in common parlance would work better in this scenario," said Mandeep Kumar, director of 'Tere Naal Love Ho Gaya'.

"No matter what the name, the film will only work if the content is good, but yes, when it comes to pulling in the crowds in the first place or drawing attention to the film, of course the name matters. Why only rustic backdrops, even films 'Ek Main...' that's set in Las Vegas, 'Tezz' that's set in London or 'Teri Meri Kahaani' set in London... are all desi words people across can connect to whether masses or classes," rounds off a senior distributor.

Source: Aakanksha Naval-Shetye, DNA-Daily News & Analysis

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