By YKA Staff:
Welcome to ‘Indian culture’ because the following is what the Censor board will probably pass for public viewing (with some cuts). But James Bond kiss nahi karega! (James Bond shouldn’t kiss!) This is stuff that the marketing team of the film – ‘Kyaa Kool Hain Hum 3‘ – sent to us saying “we would like to upload on your website as the latest movie masala.” And after being horrified by it, we did decide to share it just so to show our readers how films and their ‘promotions’ work.
What to say except that really, in times when we are finally taking the progressive first steps in Indian cinema (Masaan, Dum Laga Ke Haisha, Queen etc), there is still this $%^& to deal with.
According to a report, the Indian film industry is set to earn a staggering 160.2 billion rupees in domestic box office revenues by 2018. A multi-million dollar industry, films have been known to earn almost 600% of their original cost of making, once released. That’s a huge amount that these films make with the money coming out from us, the viewer’s pocket. So in a way, we are also the people encouraging this industry to thrive. And there is absolutely nothing wrong with that. But at what point does entertainment cease being ‘entertainment’ and becomes just a collusion of mindless stereotypes, stinking humor, slapstick drama that is of the worst kind and more disgusting than funny? This movie isn’t the only one, there are so many others like it that scar our viewing experience (Mastizaade, we’re looking at you).
Of course, the choices are subjective but surely there is a base standard that exists. And one that we all are responsible for maintaining.
We cannot really move into the 21st century if pop culture, which is such a huge influencer, continues to revel in the same filth year after year. There is no ‘mass appeal’ in propagating patriarchal and sexist ideas for a few easy bucks.
We apologize for sharing what the marketing team sent to us, but it is our way of hoping to make people, including the filmmakers, realise that this nonsense will continue as long as we are a ready audience for it. Let’s stop. Please.