These days, content, more than a films star, mostly draws people to the theatres, feels veteran producer Sajid Nadiadwala.
“The audience has changed. Earlier, there used to be undying fans. If an actor became ill or injured, fans would commit suicide by setting fire on themselves or jumping off. I remember I had been to Bangalore when Amit ji (Amitabh Bachchan) was injured. People went into mourning. They broke bangles, stood in long queues outside temples to pray for him. Even Siddhivinayak temple in Mumbai was shut. But today content is the king. People are going for content, the audience wants this change,” Sajid Nadiadwala said.
He added: “Earlier, they (actors) would have a starry image. That would not work now. Today the audience wants chilled-out and relaxed guys. Ayushmann (Khurrana) is working big time. Look at every actor of these days, there is no extra charisma off-screen. If you have great content, if you are nice with the media, the audience, and your fans, that works. The attitude and arrogance of that generation wouldn’t work now.”
Sajid Nadiadwala, who has traditionally worked with big stars and mega budgets, has now produced a relatively modest film, “Chhichhore”.
Talking about “Chhichhore,” he said: we had discussed this film before “Dangal” and started working on it after the release of “Dangal”. Today I can happily say that it is one of my finest products till date. The audience will be surprised after watching the film because the trailer does not give away even five percent of the story.”
Although Nadiadwala acknowledges the growing importance of content-driven commercial cinema as “Chhichhore”, he points out in the same breath that star power is not fading away.
“Star power ensures a film opens well (at the box office). Star power opened a (film-like) “Mission Mangal”. It has done (business worth) Rs 200 crore. So, star power is always there,” he said. (IANS)