NEW DELHI :
Filmmakers and content material creators need to faucet into feel-good, light-hearted tales and nostalgia to attract audiences rising from two nerve-racking years of the pandemic. Trendy remakes of humorous hits like Angoor (an adaptation of Shakespeare’s Comedy of Errors) and Govinda’s 1998 comedy Bade Miyan Chote Miyan are within the offing.
Media and leisure trade consultants mentioned nostalgia has all the time been an excellent emotion to exploit, and feel-good classics will attraction to each older and newer audiences.
Sony Footage will recreate Shaktimaan, the superhero tv present that aired on DD Nationwide within the late Nineteen Nineties whereas content material studio Applause Leisure will take a look at animated tales based mostly on Amar Chitra Katha. The surge in viewership and listenership for previous movies and songs throughout the pandemic speaks of the love for the previous and quaint.
“We don’t see Amar Chitra Katha as nostalgia as a lot as a reimagination of our classics for youthful Indians and newer world audiences. Some tales are timeless and common, and will be reimagined for brand spanking new generations. That’s why they’re remade,” Sameer Nair, chief government officer, Applause Leisure mentioned. The corporate plans to animate the comedian books with cutting-edge applied sciences to make these historical and medieval tales related to twenty first century home and worldwide audiences through world streaming platforms, Nair added.
Nostalgia associated to unhappy tales might not work however completely happy tales can all the time be revived, mentioned Ambi M.G. Parameswaran, model strategist and founding father of Model-Constructing.com, declaring that new streaming platforms in India have begun to cater to older audiences, together with the 60 plus inhabitants, in an enormous method, making these feel-good classics straightforward to market. “Joyful nostalgia is all the time good to look again at,” he mentioned.
Advertising professional and CEO of Futurebrands Ltd, Santosh Desai mentioned there have all the time been property and properties that stay enduring sufficient to exploit over a time frame but additionally lend themselves to new audiences and energies. “Each new technology thinks of the way it can reinterpret these codecs in its personal time. It reminds you of an easier time, and you’ll look again with affection to hunt consolation within the acquainted,” mentioned Desai. Even the unique present or movie remaining accessible on streaming platforms doesn’t exclude the potential of one thing shinier and slicker arising with out the previous, seemingly quaint model posing actual competitors to the brand new providing, he added.
Throughout the covid-19 lockdown in 2020, video streaming platforms noticed spectacular viewership for traditional motion pictures. Initially thought-about area of interest providers interesting primarily to city, millennial crowds, OTT providers found a brand new viewers within the 40-plus technology throughout the pandemic that turned to it as different avenues of leisure remained out of attain.
Lyricist and author Mayur Puri, additionally a member of the Indian Performing Proper Society Ltd, mentioned the affiliation has seen large discovery of older songs, by singers reminiscent of Kishore Kumar and Mohammed Rafi, throughout the pandemic.
“Nostalgia is certainly a profit-making enterprise. It’s the largest instrument to remind you of previous connections so makes full commerce and enterprise sense and is most welcome so long as the unique creators have been concerned,” Puri mentioned.
Nevertheless, Sandeep Goyal, managing director, Rediffusion was fast to level out that remakes have low probabilities of success in an period the place the unique plot will not be related to the present viewers, citing the instance of sports activities drama ’83, which although not a remake, was centered on the 1983 World Cup that occurred earlier than the lifetime of most millennial movie-going audiences. “The patron has moved on and if you happen to attempt to contemporarize the artistic, you are taking liberties and never a lot of the unique stays,” Goyal mentioned.
Supply: Live Mint