Bollywood, the MTV generation

Blame it on Priyadarshan. And Rohan Sippy. Ever since Garam Masala and Bluffmaster, Bollywood has found a new way of marketing itself -- music videos.

This is how it works: prior to the film's release, a music video hits the screens and drums up enthusiasm. How is this different from an ordinary film song, you ask? Well, the filmmakers claim this video has been made as a promo and won't feature in the film.

Ah, but doesn't the song play when the end credits roll? Yes, but that's because the director feels the audience may feel cheated if they don't get to see the hit song. So, how does that make it different from a standard song? Umm.. Er.. It's purely a virtual gimmick. And here are the films falling for it:

36 China Town

This stars Shahid and Kareena Kapoor (spot the disinterested couple in the background?). Obviously, it needs every bit of publicity it can get.

Chup Chup Ke

Spot a similarity in casting? Oh, and this one's a Priyadarshan film. Expect this to be standard fare for all his upcoming releases.

Tom, Dick & Harry

Dino Morea, Jimmy Shergill and Anuj Sawhney (remember Chingaari?).

One is dumb, one deaf and the third blind. This is bound to be one of those films lacking, like its protagonists, in sense.

Humko Deewane Kar Gaye

Two words: Himesh Reshammiya. The nasal music composer takes to the microphone again (will this ever stop?) to provide a backdrop for these two specimens of pin-up glory.

Alag

Subi Samuel's debut as a producer, this odd film pits Akshay Kapoor from Popcorn Khao Mast Ho Jao with Diya Mirza. The promotional video, however, reportedly boasts a super-stellar lineup -- Shah Rukh Khan, Abhishek Bachchan, Sushmita Sen, Bipasha Basu, Karan Johar, et al, all talking about the film's protagonist, Tejas. The lensman has used his contacts well, and it is admittedly an interesting idea.

Darna Zaroori Hai

Six stories, six directors, and a cast that features everyone from Amitabh Bachchan to Mallika Sherawat. Wow. Why, then, does the video promoting this film feature those non-starters from James -- Mohit Ahlawat and Nisha Kothari? Perhaps the venerable Ram Gopal Varma promised them acting gigs prematurely, and this was a way of getting around that.