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DHOOM 3 CLOWN MASK:

I am not a movie buff and hardly watch 3-4 movies a year. However I am writing this since my experience of watching the “Dhoom 3” movie was a bit different than a lot of my friends.

Let me share why in my opinion this was the finest products made by Yash Raj Studios this year. We all know that Both “Dhoom 1 and 2 ”  had created market positioning wherein the movie brand resonated with a storyline of fast bikes, dancing actors and “Good cop trying to catch a Good thief”. Even before the movie was announced the Youtube was full of fake videos, trying to guess everything from bikes, actors and plots. No wonder that the producers were victim of past success and were under pressure to exceed the prebuilt hype.

The promos did not reveal much of plot and they were designed for 1^st Weekend  “Dhoom Fan”. Since a movie is a commercial offering with an aim to make profits, No Producer would want to alienate it’s faithful audience in opening week by delivering a product completely different from market expectations. It was important to keep this hook since 1^stweekend collections at box office contribute to majority of film revenues.

So it looks like that most of my friends who did not like the product went with pre conceived expectations, Which, when not met, Resulted in facebook and twitter outburst with average and poor rating. However all of us know that a movie is 100% prepaid product, Wherein even if you hate the product you will still end up contributing to box office collections.

Coming back – Since there is nothing tangible about a movie, seen in a theatre. So the value loss perceived from paying for ticket is entirely is highly individual specific.

As Dhoom 3 is an offering with lot of content packed in around 180 min. So the experience of  value erosion can be simply changed to good by forgetting the title and call it something else say “The Seductive Acrobat” or “The Circus of Speed” or “The Masked Clown Thief”

That is what I did, I dropped the baggage of Dhoom in title and enjoyed this as a new offering  for 3 reasons, 

1.  Ability of the lead actor “Amir Khan” to perform 2 different expressions on exact same script. While Computers would have helped the 2 be stitched together. It is the actors versatility which carried the entire plot – What a world class performance

2.  Courage shown by production house to extensively shoot this with (500 + ) foreign team. Even though they are biggest production house in India, But doing this by partnering with US state agencies should have taken some real sweat out of producers

3.  Not looking for innovation and just seeing the Bollywood actors perform some world class acts - Cirque du soleil, Tap Dance, Grand Bank Robberies, Plotting on virtual glass screens and wild chase scenes in Chicago

And when I did that, The experience was awesome.