When it comes to great anticipation, immense hype and some positive buzz, Jodhaa Akbar certainly deserved much better. However, as things stand today, the film is turning out to be one of the most 'thanda' projects that industry has seen for quite some time.
If one looks at the project's scale, star power, built up during the last two years, credentials involved and last but certainly quite important–money spent–this Ashutosh Gowarikar film should have created immense hysteria by now. So what is it that is missing that is stopping Jodhaa Akbar from creating hype a la an Om Shanti Om or a Dhoom 2 or a Welcome? Let's try to figure that out!
Issue: Poor publicity
This certainly seems to be the prime culprit here. For reasons known best to its producers, UTV Motion Pictures, one of the costliest projects ever being churned out of Bollywood is hardly seeing much money being pumped into its promotion. On a relative scale, even John Abraham starrer Dhan Dhana Dhan Goal, another UTV film, had much better drive associated with it.
Not only has the promotion been completely lukewarm qualitatively, even quantitatively the film is lacking the kind of zing it deserves. This is why if an average viewer still pops the question, 'When is Jodhaa Akbar' releasing', it is a scary sign indeed!
Issue: Quality of promos
Is Jodhaa Akbar a love story? Is it a war movie? Is it a period drama? Is it a film on communal integration? The problem lies with the fact that the film is just not conveying the message about what it really is. As an audience, one doesn't have an idea about what to expect and the quality of promos that have been shown so far hasn't helped the cause either. If the theatrical trailer came for some flak a few months back, the ones that are currently on satellite channels have only taken the film a few steps behind.
Abandon the promos cut so far and get new ones on pronto. Increased focus on the dramatic elements, rather than the holier than thou look and feel of Hrithik and Aishwarya, should do wonders. In fact, it's the thanda vibe that one gets from the current crop of promos that is proving to be a big hindrance.