A lot of other social issues were highlighted – parental pressure, teacher’s pressure and marks centric exam system (and education system, as a whole) which award the one who can cram the most. The most ‘logical’ think for a student to do if he’s getting good academic score consistently is to go for engineering or medical. Every parent wants his child to be either an engineer or a doctor. Somehow, there is this obsession in India to go for engineering (and, perhaps, then MBA). The theme of 3 Idiots is not only fresh but also very relevant.
Generally, ‘good’ and ‘commercial movie’ don’t go together and are considered antonyms in some purists' dictionary. However, conventional way of marketing - creating alternate reality game, merchandising, etc - was also used. I think this is the first time such marketing techniques which involve common people was use. Given the theme of the movie and the fact that the movie viewers are common people who look up to such ‘starts’, it made sense to promote the movie that way. People who have traveled in shared-autos in HiTec City, Hyderabad would know risky it is, in more than one way, to travel in an autorickshaws with 9 other people! Also, meeting the local people (instead of going to the high profile parties) was also unique. In addition to promoting the movie, it also had a safety message. It’s better than ‘Sanam Bewafa’ written on the auto's black backs with a heart pierced by an arrow. Sticking ‘ Capacity: 3 Idiots’ behind autos was pretty innovative. Apart from Aamir Khan, despite his short-term-sanity-loss in Ghajini, the innovative way of promoting the movie drew me towards the 3 Idiots. But that was not the first thing which made me curious about the movie. I also listened to and loved the ‘give me some sunshine’ being played on the PA system almost everyday while on the yatra! The euphoria which it created made me finally watch it. I heard a lot about it by my non-TJY friends while I was on the yatra.
0 kommentar(er)
