Unique Marketing Strategy

Karan Johar leaves everyone behind when it comes to innovative marketing of his movie 'Wake Up Sid'. Karan is going to have free shows in all metros across the country for people named Siddharth. The person will be allowed one companion for the all expenses paid show and would require a photo identity for proof. The show will run simultaneously throughout the country. This is indeed a great idea and it would be fun to see how many Siddhaths turn up to celebrate the success of 'Wake Up Sid'.

'I want a box office hit'

Asked what they want, box office or awards, many movie stars may be tempted to say, "both," but recently Konkona Sen Sharma bluntly told Karan Johar, "Box office."

The film-maker who has cast her as a writer who gives meaning to a slightly younger male (Ranbir Kapoor) in the admirable Wake Up Sid was interviewing her recently on his show. Awards, Konkona told him, she has in plenty.

It is not that she hasn't been featured in box-office hits such as Life in a Metro and Page 3 but those are small budget films (compared to an Akshay Kumar or a Shah Rukh Khan movie).

Now, it looks like she has another arthouse hit. Wake Up Sid, according to distributors UTV, has grossed a healthy $4.2 million worldwide in three days. In North America, its $350,000 gross smartly outbeats Do Knot Disturb which made $124,000. and the laughing stock of the season What's Your Raashee? continued its doomed run earning $237,000 in 10 days in North America.

Hers is an engaging role in Wake Up Sid, she says, adding that she plays a Bengali woman with insights into life. She has arrived in Mumbai to be a writer. She wants to do something new. Like a holiday, Sid asks her. No, she firmly answers, 'Like Life.'

Wake Up Sid in trouble

Karan Johar's latest production Wake Up Sid has come into trouble from the Maharashtra Navnirman Sena because the film used the word 'Bombay'.

MNS workers protested outside theatres in Maharashtra, demanding that 'Bombay' be renamed 'Mumbai' in the film. No violence has been reported.

Karan Johar met up with MNS chief Raj Thackeray in the afternoon, and has apologised for the mistake. He has agreed to bring back the film reels and re-dub Bombay to Mumbai.

Thackeray asked for an apology on each of the 700 frames in the film. This will apparently require two or three days time. Thackeray also said that such a mistake must never be repeated again.

This is not the first time that MNS has raised an alarm over a film. The party had threatened to remove Amitabh Bachchan-starrer The Last Lear from theatres when Jaya Bachchan had made some uncalled for remarks against Maharashtrians during a press conference. MNS workers attacked theatres in Mumbai screening the film. It was only after Amitabh apologised that the film was allowed to be released.

There's no K Jo element in 'Wake Up Sid': Karan Johar

Once the script of 'Wake Up Sid' was ready, the star cast finalized and shooting of the film commenced, producer Karan Johar says he completely backed off and let first time director Ayan Mukerji run the entire show.

"There isn't any Karan Johar element that you would see in 'Wake Up Sid'. It doesn't have any gloss, glamour or grandeur that one associates with me. In fact, it doesn't have any pre-requisite that one expects from a Dharma Productions," Karan told us.

Karan, who has directed hits like 'Kuch Kuch Hota Hai' and 'Kabhi Khushi Kabhie Gham', has produced this Ranbir Kapoor-Konkona Sen Sharma- starrer that releases Friday.

For him it is the dawn of a new era for Dharma Productions as newer filmmakers are joining the banner, aspiring to make some pathbreaking yet commercial cinema.

"Yes, now is the time for new age Dharma Productions to start making a mark. It's a new reality that we are facing and new energy we are experiencing. This is what is keeping me so excited because I have a number of movies in production, all of which are being made by different filmmakers."

After Mukerji, another debutant director Rensil D'Souza will release his 'Kurbaan' in November. Tarun Mansukhani is getting animation flick 'Koochie Koochie Hota Hai' in place while working on 'Dostana 2'.

First timer Siddharth Malhotra has finished ground work on the Hindi remake of 'Stepmom', while debutant Punit Malhotra's 'I Hate Love Stories' is also in the pipeline.

His Dharma Productions has roped in another newcomer, Karan Malhotra, to direct the 'Agneepath' remake, while Karan's own 'My Name Is Khan' is scheduled for an early 2010 release.

"With so many films in different stages of production, it would be unfair on my part to be involved in each and every aspect of filmmaking. When I get someone to direct a film, I better allow him to take over the reins while being there for support only if required.

"This was the guiding principle that I applied for 'Wake Up Sid' too. I backed off completely once it came on floors. In fact, I didn't even get into the music or the look of the film; I wanted Ayan to visualize it all and take decisions. I didn't want to clutter his way of thinking by giving any unnecessary advice," said Karan.

He is glad with his decision to rope in Mukerji, who is Kajol's cousin, for 'Wake Up Sid'.

"The only person who could have done 'Wake Up Sid' was Ayan. It was his idea and he is the one who could do complete justice to it since he is younger and in the same zone as Sid, the protagonist. There was no way I could have come into his way and bring in some kind of fantastical aspect to the plot," Karan said.

"Why should I come in the way of any filmmaker's vision? It's their baby and it should not necessarily look the way I want it. I don't want them to be me. I want my directors to be their own brand," he added.

‘Wake Up Sid’ another musical hit by Shankar-Ehsaan-Loy

Album: “Wake Up Sid”
Music Directors: Shankar-Ehsaan-Loy
Lyricist: Javed Akhtar
Singers: Shankar Mahadevan, Kavita Seth, Amitabh Bhattacharya, Clinton Cerejo and Uday Benegal
Rating: ***

Shankar-Ehsaan-Loy have done it again. The trio, known for their hit and melodious soundtracks in films like “Kal Ho Naa Ho” and “Taare Zameen Par”, have composed another interesting music album in “Wake Up Sid”, a Karan Johar film that stars Ranbir Kapoor and Konkona Sen Sharma.

It has five original numbers and one remix.

“Aaj kal zindagi” is a soft, soothing and inspirational song. It is fantastically crooned by Shankar Mahadevan. The increase in tempo towards the end adds zing to the track.

Next in line is “Iktara”, which is the best song of the album. A fusion of rustic and western influences, it has a heavy dose of guitar strumming. Kavita Seth’s brilliant vocals strike a chord with the listener. Seth teams up with Amitabh Bhattacharya in the song and it is sure to be a chartbuster.

“Kya karoon” sung by Clinton Cerejo is an average, feel-good kind of a number. Cerejo’s unconventional voice works well for the song.

Up next is a young and hip track called “Life is crazy”, which has Uday Benegal and Shankar Mahadevan behind the mike. The track is soaked in contemporary sounds and is sure to be a hit, especially among youngsters.

Finally, we have the title track “Wake Up Sid”, again sung by Mahadevan himself. It’s a sweet and entertaining song with a strong musical backing. The highlight of the song is the way it goes from fast-paced to slow and then back.

The number also has a remixed version, which is not a typical add-more-beats kind of track. It is interesting and adds colour to the original.

On the whole, the composers have stuck to their signature style and have given music that will be liked by many.

'I am too old to be part of Wake Up Sid'

The Wake Up Sid team -- producer Karan Johar, director Ayaan Mukherjee and cast Ranbir Kapoor and Konkona Sen Sharma -- came together to launch a video blog to promote their film, in collaboration withThe Wake Up Sid team -- producer Karan Johar, director Ayaan Mukherjee and cast Ranbir Kapoor and Konkona Sen Sharma -- came together to launch a video blog to promote their film, in collaboration with bollywoodhungama.com.
As the promos show, the film deals with the youth of today.
Konkona seems quite upbeat about her new film, as she claims she's quite similar to her onscreen character. "Like Ayesha in the film, I have also come from Kolkata and settled down in Mumbai. Ayaan was instrumental in me signing the film, as he has written it so well. As soon as he read out the script, I was on."
Konkona's character Ayesha comes to Mumbai to become a writer. She's an earnest, hardworking and the opposite of Sid. bollywoodhungama.com.
As the promos show, the film deals with the youth of today.
Konkona seems quite upbeat about her new film, as she claims she's quite similar to her onscreen character. "Like Ayesha in the film, I have also come from Kolkata and settled down in Mumbai. Ayaan was instrumental in me signing the film, as he has written it so well. As soon as he read out the script, I was on."
Konkona's character Ayesha comes to Mumbai to become a writer. She's an earnest, hardworking and the opposite of Sid.