News|December 8, 2011 3:50 pm

Farhan Akhtar: A movie needs time to grow

Farhan Akhtar believes film needs time to grow on the audiences, he also stresses on marketing, he believes that not marketing is not just about money but also about out of the box ideas,

Farhan said,

It is very unfortunate that the era of films celebrating golden jubilee or silver jubilee is gone, considering the content that is being offered to the audience. We don’t have enough screens that can help a film sustain for a longer period of time,

The first weekend has become the deciding weekend, which is unfortunate, although there were films that have done well in the second week like ‘Zindagi Na Milegi Dobara’ after people went and spoke about it. It is a very trade mindset. One needs to understand that a film takes time to grow,

Farhan is all set to begin the promotional tour for his next film Don 2, the promotions starts from 12th December and it releases on 23rd December 2011.

Farhan said,

Marketing is not just about spending money. Whether they are small-budget films or big budget films, it is important to make people aware of the USP of the film. You need to bring out that potential and think out of the box on how to make people aware about the film,

It is very important to reach out to as many people as possible because so much is going on constantly. So much information is already available through television, mobile, iPads etc. It is important to break through the clutter and reach out to the audience,

Farhan clarifies that Don 2 has no similarity with Don 2 apart from the characters, he said,

The new film is very different from the previous one. It’s a whole new story and whole new chapter of the evolution of Don as a character. I have had the chance to work with some amazing actors and had a lot of fun making it,

Primarily the film has been shot in Berlin, Malaysia and also in Mumbai. One would get to see a lot more action sequences than the previous one. You will see more of quickpaced action in the film with a real and gritty backdrop. It was really hard because ‘Don’ is already an established franchise,

Don 2 will be released in 2D and 3D format, Farhan said,

It has been a wonderful experience converting the film into 3D. Reliance MediaWorks had shown us a wonderful demo of the format after which we decided to convert the film. Everyone on board worked together and the film has worked out nicely,

However, the audience is still very selective when it comes to 3D. This format has been around, probably since 1980s, however, somehow it was not up to the mark. Now with technological advancements, the standard has reached a certain level where we can use it more appropriately. I think a lot can still be done towards this.