Komal Nahta

Now that the quick release of Chori Chori Chupke Chupke is certain, the question uppermost in people's minds is: What is the fate of the film which has been under so much media glare?

Will the overhype help or kill?

The answer? It will neither help the film nor kill its chances.

It will not help for the simple reason that it is the people behind CCCC who are in the news, not the film per se. The paying public generally identifies with the stars that they see on the screen. Since the newsmakers are Bharat Shah and Nazim Rizvi, both of who are not stars from the public point of view, it really doesn't make a difference to the audience.

For the same reason, the audience will not keep away from cinema halls screening CCCC just because it has been surrounded by controversies.

What can go against the film is the staleness that has crept in.

By the time it makes it to the cinemas (some time in March, presumably), it will have been over four months since its promotional trailers began on television. Add to it the constant reference to CCCC in all the newspapers, magazines and news bulletins on television and you get the feeling that CCCC has been on your mind for not just four but many more months!

Meanwhile, an aside. Some past incidents of overhyped films that come to mind are:

Coolie: Amitabh Bachchan's near-fatal accident on the sets of this film had the entire nation praying for his recovery.

When the film was released after Amitabh recuperated, the producers froze the shot in which the superstar sustained the serious injury on his abdomen. Cinegoers freaked out on the frozen shot.

The film became a runaway hit, and not just because of that one shot. Incidentally, it was Rajshri's manager, Gopal Babu, whose brainwave it was to freeze the shot.

Bandit Queen: The film was banned after its release. Once it was lifted, people wanted to see the film if only to see for themselves what it was that was 'objectionable' by the CBFC.

Pakeezah: The film was a terribly slow starter when it was released, but a few days later, its heroine, Meena Kumari, passed away.

People thronged the cinemas screening Pakeezah as it was their last chance to see the actress. The film, which was on its way to becoming a loser, ultimately became a mega hit.

Kissa Kursi Ka: The film's negatives were burnt during the Emergency.

Amrit Nahata made the entire film over again with new stars. And the new version was released with publicity worth several crores (in the form of headline news for days and weeks together). Neither the hype nor the controversy helped and Kissa Kursi Ka remained a box-office mishap -- one of the biggest disasters of cinema history!

Design: Lynette Menezes