As Bollywood increasingly 'corporatises' itself, studio executives and their sizeable teams have become integral to the process of marketing and publicising a film in an elaborate, complex manner (thank god they aren't directing or acting in any films yet!). In this process of suits taking over, some good can be lost in translation and indecisive 'decision making'.
The Eid song from Ajay Devgn and Kareena Kapoor's forthcoming 'Singham Returns' provides a good example of the same. Considering Eid is around the corner, and Kick' is slated to hit theatres, the music label of the film, T Series, wanted to cash in on the festive mood by releasing the Eid song from this film first.
But then, Reliance Entertainment, which are co-producers of this cop thriller, dilly dallied over the suitability of the Eid song. Consequently, as song releases take at least a week to fall in place across all channels and digital media, the internal debate over this song, has resulted in no release of the song around the festive Eid mood.
Considering that Reliance could only make about 11 crores with 'Bobby Jasoos', perhaps the studio should leave corporate analytics behind a bit, and focus on pure Bollywood instinct.
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