Salaam-e-ishq: Desperate Measures

Indiaglitz has been receiving press releases claiming that Nikhil Advani's 'Salaam-e-ishq' has received a bumper opening of Rs 50 crore across 1200 screens worldwide.

The press release also claims that the film is a runaway success. Now, if a film has got off to a great start, such repeated press releases wouldn't have been doing the rounds in such a desperate manner.

Alright, even if the mismatched 'Salaam-e-ishq' raked in huge numbers (Rs 50 crore is definitely a big exaggeration and we aren't buying that) it wasn't surprising considering the mammoth number of prints and no immediate rival big movie around the turntable.

But will it continue to rake in the big moolah? Highly unlikely! For the public has more-or-less rejected the movie. Fine, one can say that the critics were biased and none of them moved beyond two stars.

But even the ticket buying public is carrying long faces as they walk out of a marathon love tale with Sohail Khan's 'Huurrrrr' as the sour cherry on a deflated cake of romance.

The worst part about Nikhil Advani's direction is the irreverence he shows towards his mentor Karan Johar as an 'opportunistic' filmmaker. Moreover, he has been tom-tomming about the 'script being the real hero' then why couldn't he have thought of something original.

What one gets is a rehash of 'Love Actually', 'Raja Hindustani', 'Shall we Dance' and more. Salman Khan in an extended guest appearance and an irritating Akshaye Khanna pulls down a film. Unconditionally.

I last heard a producer has signed Nikhil Advani for directing six films. Hmmmm…What advice would you give to him?