Is this the end of YRF’s Tashan?

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Novelty has become the name of the game and those refusing to realize this are biting the dust, as is YRF.

Creative people have a shelf life. Be it Suraj Barjatya, Ram Gopal Verma or Subhash Ghai... they all once ruled the 70mm silver screen; but with their insistence on sticking to their past beaten tracks, their movies now are not something you’ll write home to your mother about. The big difference over the last few years (ever since YRF lost the track) has been the multiplex culture. And wait a minute, it is more than just a jargon. Earlier, people used to go for about 4 to 6 films a year. So, an SRK, Amitabh starrer was a must see, regardless of the story. It was a spectacle and a must (so the otherwise silly Kabhi Khushi Kabhie Gham was a super hit). With the coming in of multiplexes, normal people too are going for a film almost every fortnight, if not every week. In a country where weekend picnic spots are few, multiplexes have brought in a sense of weekend relaxation with their lovely ambience. And that’s what has changed the Indian moviegoer. He now sees too many movies, and has no patience for a bad product, regardless of its star cast or packaging. So a no star Bheja Fry or a Mithya becomes a hit, while a huge starrer Kabhi Alvida Naa Kehna or Tashan flops on the first Monday itself! The idea is to give quality stories with novelty. The no-brainer love stories of the Karan Johar variety have no takers anymore. Novelty has become the name of the game and those refusing to realize this are biting the dust, as is YRF.

Quiz Nandy and he is quick to answer, “Every creative organization or person is born with a sell-by date. The point is, Yash Raj Film’s have refused to change [their creative offering] with the changing audience preferences; that is why their sell-by date is approaching.” Or is it already past? Critic Taran Adarsh feels, “Yash Raj has lost its charm and magic.” Planman Motion Pictures Shubho Shekhar shares, “I won’t say whether YRF’s end is near; but what has surely come to an end is the monopoly of filmmakers. The audience has given its clear verdict that it’s not going to tolerate a film without a good script and an interesting story,.” Will YRF ever wake up to escape this quagmire? Mahesh Bhatt hypothesizes, “Once you taste failure, you go humble. Failure actually reconnects you with the audience. It will happen in the case of Yash Raj too.”

It is evident that the senior Chopra has to take the reins strictly in his hands once more and display his master ability to keep up with the times (Don’t forget, it’s the same man who directed Waqt in 1965, as well as Dil To Pagal Hai in 1997) once more; and then, slowly, with the help of professionals, turn this family venture into a world-class studio. If he fails to do it now, he might lose the bus forever! Now, it’s not just a matter of whether they change, and urgently, but for the first time perhaps, the Yash Raj Films banner is in the danger of actually seeing their hard earned cash run out even before you can whisper Jack Robinson... Well, they say there’re two things common between a movie and a mistress. They both cost a lot of money to be maintained. And the other? Well, someone’s about to find that out too soon...


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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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