Almost a year after his 2014 Valentine’s Day release, Gunday, Arjun Kapoor is back with yet another out and out commercial entertainer – Tevar. Though he had a 100 crore superhit 2 States in the interim period, as well as a ‘made for multiplexes’ Finding Fanny releasing soon after, when it comes to a quintessential ‘masala‘ flick that promises to have something for everyone, it is Tevar that fits the bill.
Arjun, who started his career with a masala film Ishaqzaade, says:
Tevar is a massy film, but then it is not frivolous. We have made a commercial film with elements of freshness. There is something new and innovative about it, which you can see from the poster design itself. We wanted to communicate the right message through our promotion.
It is a known fact that Arjun has been closely involved in all aspects of the making of Tevar, which is pretty much a family affair with dad Boney Kapoor and ‘chachu‘ Sanjay Kapoor going the whole hog. No wonder, when it comes to the marketing of the film, Tevar has been anything but subtle.
Arjun agrees, saying:
I think the whole dynamic of filmmaking today is to catch attention. The promotion was meant to be designed as something which is inherently commercial with an edge to it. With Manoj (Bajpayee) coming in, there is added credibility that comes in as he can take a massy film to an altogether different level.
Arjun is mighty positive that the communication to a wide range of audience has been successfully made.
We wanted to cut across as big a segment of audience as possible by looking at single screens as well as multiplexes. We wanted a larger share of diaspora to be excited about our film. We wanted to communicate that it is a film which reaches out to gentry and also appeals to those as well who want their cinema to be sensible. That fusion of grass root drama, cinematic aesthetics and popcorn entertainment has thankfully come in together.
Well, we’ll have to see how the coming week works for Tevar!