Word: masand
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...country - behind Spider-Man 3 and Casino Royale. The Indian critics, too, have been enthusiastic. "Hats, caps and wigs off," wrote Khaled Mohammad in the Hindustan Times on Sunday, calling it a "masterwork of technical bravura, adorned with inspired ensemble performances and directed with astonishing empathy." Added critic Rajeev Masand, "It's a great, fun film with a big heart. The success of the film lies in the fact that it's told using the Bollywood idiom - the West has embraced this unique, unusual format." And therein lies the rub. What works for the West may not necessarily work...
...majority of viewers - the small-town moviegoer, the urban, Hindi-speaking market - looks for star vehicles, for masala," says Masand. "They won't care much for this one." For many Indians, the film's subject and treatment are familiar to the point of being banal. A lot of Indians are not keen to watch it for the same reason they wouldn't want to go to Varanasi or Pushkar for a holiday - it's too much reality for what should be entertainment. "We see all this every day," says Shikha Goyal, a Mumbai-based public relations executive who left halfway...
...Still, theaters will remain movies' primary outlet for a while yet; less than 1% of Indians have access to the high-speed Internet connections that make downloads practical. Eventually, the technology could "mark a change in release strategy, maybe even in the way films are made," according to Rajeev Masand, entertainment editor at news channel CNN-IBN. "But it will not happen overnight." The studios are hoping the wait will be worth...
...brand of cinema caters to the viewer who is exposed to art house but also enjoys Bollywood. The budgets are typically small, the cast are good actors but not necessarily stars, and the audience is select. "Noir, comedy, sports - new genres are being explored," says film critic Rajeev Masand of TV channel CNN-IBN. "Filmmakers have finally realized that they need to stop seeing the audience as one giant mouth to feed, and that different mouths have different tastes. There's room for all cuisines...
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