There is a marked shift in audience preference now. It is content that drives a movie.

Why the fuss? 

m k sinu

This season Akshay Kumar has taken himself seriously. And why not, the makers of Boss are not leaving any stone unturned for promotion of the film. The other day he was in Hyderabad atop Charminar. It looked as if he emerged straight from the trailer after the roll sideways, forwards and then somersault on to Charminar.

Proof enough that Akki and the promo cuts had public curiosity. His fans club put the logistics in place for making the largest poster of Boss in the world - making it a this-is-it moment. Incidentally, Michael Jackson’s ‘This Is It’ held the Guinness World Record for being the largest poster till last month.

You’ve been seeing Boss being carpet-bombed all over the place; music channels, reality shows, hoardings, road-trips, shows, concerts, social media and just about everywhere. Yo Yo Honey Singh’s Party All Night is already in midst of controversy. All this events done ensuring it is media-seducing. Akshay’s last film did not quite cut the ice at BO, Once Upon A Time In Mumbaai Dobara. The moot question. How much harm does hype and over-exposure do to a film?

This is director Anthony D’Souza’s next after Blue. The partly underwater opus was a damp squib at BO. Patently contemptuous of the audience taste. The stakes are high this time with Boss. The plotline is from Pokkiri Raja, a Malayalam film.       

There is a marked shift in audience preference now. It is content that drives a movie. We’ll wait to see if Boss’ hype is worth the wait.