Bitten by the sequel bug
The most common thing I have heard people say after a great evening is, “Hey, that was fun! Let’s do that again sometime!” To seek the repeat of a pleasurable event is the weakness of human kind and marketing honchos all over the world have used that sensation-seeking instinct in us to a great advantage. Make it a pleasurable experience the first time and they will come again.
All in all that is what a brand is all about. To create the identity that easily identifies the sensation that goes along with it. Movie stars were a brand at one time because they assured the viewing public with a great sensation every time, well most of the time. But lately very few stars like Aamir Khan have a brand that assures good cinema. The rest have popularity but no public vote of confidence. People now like to gauge the promo and the story and then decide if they want to see the film.
So then, if stars don’t guarantee an opening to a film, then what does? Producers were quite flummoxed, and then one came up with an idea. What if we make a sequel, he must have said out of desperation. What if we just repeat the success or at least give people the impression that if you enjoyed this movie the last time around, then you will enjoy it even more the second time around! Brilliant idea.
Phir Hera Pheri opened to bigger houses than even the first Hera Pheri. The Golmaals have taken over the last few Diwalis and every sequel has made more money than the previous Golmaal. Phoonk 2 and Raaz 2 did strive to recreate the horror and let’s not forget Dhoom 1 and 2 that perhaps went a long way in igniting the sequel fever in India.
What is really interesting is, having found a great idea for easy branding and a certain box office opening, the film industry has gone crazy planning sequels. There is Ishqia 2, Shootout at Lokhandwala 2, Raaz 3, Dabbang 2, Dhoom 3, Krish 2 and Murder 2. So all in all a lot of sequels coming our way. Is this good news or bad?
I would think this is good news. All of the above brands have the promise to deliver a unique movie experience and they would work regardless of the cast in them and yet a star-studded cast would only help the movie more but there is one little hitch.
To make sequels is fine, but we cannot keep resting on the laurels of the past. We must make the originals to make the sequels or else there is the danger of that brand being squandered.
Jeffrey Katzenberg, in his now-famous memo to Walt Disney executives, preached: “In the dizzying world of movie making, we must not be distracted from one fundamental concept: the idea is king. If a movie begins with a great, original idea, chances are good it will be successful, even if it is executed only marginally well. But, if a film begins with a flawed idea, it will fail, even if it is made with ‘A’ talent and marketed to the hilt.” Thus the greats have spoken!
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