Vikram Bhatt is older and wiser. These are his words, not ours! He now feels that having film music release functions is a sheer waste. So also premieres - unless they are well attended by the who's who of the industry.
Vikram Bhatt is older and wiser. These are his words, not ours! He now feels that having film music release functions is a sheer waste. So also premieresu00a0- unless they are well attended by the who's who of the industry. Like Yash Raj Films folk who do not hold such events, he too wants to give it a skip.
The producer-director has decided not to have such events, especially audio release bashes, for his projects beginning from Threeu00a0- Love Lies Betrayal, directed by Vishal Pandya and starring Aashish Chowdhry, Akshay Kapoor and Nausheen Ali Sardar which releases on September 3. The music for the film has been scored by Chirantan Bhatt, Vikram's cousin.
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"It is more important to make people hear the film's music than make them read about it," he points out. "I have realised the taste of the pudding is in the eating. A movie's music sells by making the audience listen to it, not by getting some Page 3 publicity for it or for a few minutes of event coverage on news channels."
He feels music release of movies are nowadays viewed as grand events. "You invite several film folk for the event who begin badmouthing the music as soon as they step out of the venue. Instead of spending lakhs at such an event in a five-star hotel, I would rather pool in the money for some additional promotions on television and radio channels. At least more people will hear the music."
He adds, "Moreover some ingenious producers have held music events not only on land but also at sea and in mid-air; there is no area left untouched for me now!"
As producer Bhatt's films apart from Three, include Girish Dhamija's Phirr and Khalid Mohamed's Rutbaa while Shapith is being directed by himself. He not only has his own production banner (ASA Films) but also his own music company (ASA Music).
Big deal
Bhatt points out that his new business acumen comes from the fact that he has spent a lot in the past on such events but it didn't help promote the music.
Also the fact that his films do not star big Bollywood names is not the reason behind the move. "If my films had those big names, I wouldn't have to sell it, as the audience themselves would want to find out how the music of the film is!"
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