glamsham
Mon, 16 Sep 2013 11:44:00 GMT | By Enkayaar, Glamsham Editorial

Yash Raj Films: The banner that succeeds without remakes



Craft of film making and the quotient of success hinges on the glue called content and content having an element of surprise to entice, enthrall and swoon a magic charm over the audience in such a manner that it keeps on demanding encore. In the Hindi film industry where the present paradigm is dominated by easy way out of remaking hits from the past, Yash Raj Films banner could perhaps be the only banner in the film industry which with each of its successive films is creating a new paradigm of content creation. SHUDDH DESI ROMANCE their latest offering, is a clear pointer to the fact that the content team has its ears to the ground and is giving the cinematic representation to the issues that poses a dilemma for the youth of the present times.

The template of success that YRF has made its own has an underlining motif, the motif being using a city that has hitherto not been shot or to package the city in a new way that would sweep the audience of their feet. They did it with aplomb in ISHAQZAADE and repeated the same with SDR. What has also helped is the fact that the current pool of writers that YRF have, which most of the times hail from small cities and it is allowed the freedom to use the city to which they belonged or have had an association with it, to be interpreted cinematically in as romantic manner as could be possible. No wonder, then, that YRF continues to chart its course in a trail blazing manner.

It also needs to be underlined that to accentuate the nuance of the city where a film is situated, YRF has also paid particular attention to music as well and one finds that each of the films has a different music director who is given a freedom to interpret the music of the city through his or her scores in as imaginative a manner as it can be possible, and it is clear manifest in AURANGZEB, ISHAQZAADE and in SDR.

The real test for YRF however would come in Aamir Khan's DHOOM 3, when their most ambitious film of the year would hit the screen, but judging by the quotient of success that they have imbibed, D:3 also would become a huge commercial success for sure.

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