Bollywood takes to a new name game; changes titles before film release
Hindustan TimesBollywood filmmakers opt for all possible strategies to create hype around their film, ahead of its release. “The reason we changed the title of the film was because ours is a biography, and we felt that it would be better for people outside Mumbai to get familiar with Haseena Parkar, as she was very well know in this city but not outside of it,” says Haseena Parkar’s director Apoorva Lakhia, adding that he doesn’t feel the new poster will make audience wonder why the title was changed. More recently, Huma Qureshi’s international debut, Viceroy’s House, which released in the UK in March this year, changed its title to Partition 1947 ahead of its India release in August 2017. But for India, this new title has a better connect.” Also, filmmaker Imtiaz Ali’s much-touted project Jab Harry Met Sejal, starring Shah Rukh Khan and Anushka Sharma was originally titled The Ring, while the movie was being shot in parts of Europe. The problem is that the audience get so used to the working title that it’s tough to find a new one that resonates owing to your familiarity with the old one.” Whether this altering of title affects the popularity of a film in any way after it has created the hype with its original title, film critic Omar Qureshi opines, “A lot of makers are superstitious about giving out their titles early on.
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