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Experiments are great if they usher in something new and meaningful. When the <keyword id="303" type="POSITION" weightage="80" keywordseo="Director">director</keyword> is <keyword id="189787" type="PERSON" weightage="100" keywordseo="Devika-Bhagat">Devika Bhagat</keyword> and one of the lead characters is <keyword id="34091" type="PERSON" weightage="100" keywordseo="Abhay-Deol">Abhay Deol</keyword> (hailing from the legendary <keyword id="9281" type="PERSON" weightage="80" keywordseo="Dharmendra">Dharmendra</keyword> clan), one hopes to see a plot as intriguing as <keyword id="30024" type="ENTERTAINMENT" weightage="80" keywordseo="manorama-six-feet-under">Manorama Six Feet Under</keyword> where Devika was the story &amp; <keyword id="236139" type="POSITION" weightage="80" keywordseo="screenplay-writer">screenplay writer</keyword> and Abhay was the lead character. So we have expected the actor-director combo to set the screen on fire this time, with a new format of storytelling. Deol has co-produced the rom-com and his real-life girlfriend <keyword id="76307" type="PERSON" weightage="100" keywordseo="Preeti-Desai">Preeti Desai</keyword> has also teamed up with him, but all to no avail. Thanks to an inane plot, the flick has literally crashed at the <keyword id="25892" type="ORGANIZATION" weightage="100" keywordseo="box-office">box office</keyword>. 
 The numbers are quite dismal after Day 4 (February 3) and the flick has grossed a paltry Rs 4.6 crore as per industry estimates. According to <keyword id="255727" type="COMPANY" weightage="60" keywordseo="Box-Office-India">Box Office India</keyword>, “<keyword id="1526690" type="UNKNOWN" weightage="100" keywordseo="One-By-Two">One By Two</keyword> fared poorly at the box office as it collected a little over Rs 1.50 crore nett over the weekend. The collections were around Rs 50 lakh nett on Friday and Saturday each while there was a little jump on Sunday to Rs 55 lakh nett (approx). The film is a disaster all over as some circuits hardly had any contribution.” 
 
The movie has been released on January 31 and has hit about 500 screens across India. But unless it witnesses some miraculous jump in collections, this one may not be able to recover the costs. 
 
Now, let’s have a look at the story itself and what it brings to the audience. One by Two revolves around the <keyword id="2045033" type="UNKNOWN" weightage="100" keywordseo="Parallel-lives">parallel lives</keyword> of two people – <keyword id="49316" type="POSITION" weightage="60" keywordseo="Software-engineer">software engineer</keyword> Amit Sharma (Abhay) and <keyword id="2045034" type="POSITION" weightage="100" keywordseo="aspiring-dancer">aspiring dancer</keyword> Samara Patel (Preeti), born out of wedlock but trying to connect to her rich father. Both Amit and Samara have struggled to cope with their personal hard luck stories and a lot of coincidences bring them together, but not until the last scene. That may hit you hard, especially if you are waiting to watch some bubbly romance, while the surprising twists and turns are not enough to see the movie through. 
 At best, you get to see stereotypes – a jobless Amit dumped by his girlfriend; his loving mom (<keyword id="15316" type="PERSON" weightage="100" keywordseo="Rati-Agnihotri">Rati Agnihotri</keyword>) anxious to see her son settled and Samara’s alcoholic mom (<keyword id="12972" type="PERSON" weightage="100" keywordseo="Lillete-Dubey">Lillete Dubey</keyword>) helped by her daughter. There’s an extremely weak subplot – that of Amit hacking into a dance reality show to wreck the producer who is now dating his ex – which finally connects the central characters. 
 Serious movie-goers might have expected some Luis Buñuel-type <keyword id="2045045" type="UNKNOWN" weightage="100" keywordseo="Neo-reality">neo-reality</keyword> in a plot where <keyword id="2045053" type="UNKNOWN" weightage="100" keywordseo="Disjointed-storylines">disjointed storylines</keyword> suddenly converge. But the movie doesn’t step beyond the ground reality; nor does the urban sparkle contribute to the freshness of theme or originality of characters. The gags look tired after a time; the plot fails to impress in spite of endless possibilities and the lead duo can’t display the kind of acting prowess that would have broken the traditional mould and taken the flick to a new height of <keyword id="2045050" type="UNKNOWN" weightage="100" keywordseo="Urban-isolation">urban isolation</keyword> and <keyword id="2045051" type="UNKNOWN" weightage="100" keywordseo="Chance-connections">chance connections</keyword>. 
 
Image: Indiatimes

One By Two: Fragmented
Storytelling Fails To Impress, Flops At Box Office

When <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> has a mission, you don’t expect it to break the traditional mould and deliver something spectacular. That’s why we were not feeling wildly enthusiastic when two <keyword id="624" type="ORGANIZATION" weightage="100" keywordseo="Women">women</keyword>-centric movies hit the screen just a day before the much-coveted International Women’s Day. One is, of course, <keyword id="1523830" type="UNKNOWN" weightage="100" keywordseo="Gulaab-Gang">Gulaab Gang</keyword>, the intensely hyped drama flick starring <keyword id="289" type="PERSON" weightage="100" keywordseo="madhuri-dixit-nene">Madhuri Dixit Nene</keyword> and <keyword id="6371319" type="PERSON" weightage="100" keywordseo="Juhi-Chawla">Juhi Chawla</keyword> as leads. It is <keyword id="132056" type="PERSON" weightage="100" keywordseo="Soumik-Sen">Soumik Sen</keyword>’s directorial debut and going by the storyline – a group of pink-clad women hell-bent on social reform and getting justice for women – loads of fire and spice were expected from this movie. 
 But that was not the case. To begin with, <keyword id="1408081" type="COMPANY" weightage="100" keywordseo="Sampat-Pal-Devi">Sampat Pal Devi</keyword>, the <keyword id="19496" type="POSITION" weightage="100" keywordseo="leader">leader</keyword> of the original Gulabi Gang, filed a case against the makers of Gulaab Gang and the <keyword id="6355014" type="ORGANIZATION" weightage="60" keywordseo="Delhi-High-Court">Delhi High Court</keyword> passed a stay order against the pan-India release of the movie. However, Delhi HC lifted the ban after another hearing and Gulaab Gang hit around 1,600 screens on March 7 as scheduled. 
 
The pre-launch controversy has, however, taken its toll and in spite of the positive buzz, Gulaab Gang has bombed the <keyword id="827271" type="UNKNOWN" weightage="100" keywordseo="Domestic-Box-Office">domestic box office</keyword>. It managed to nett around Rs 2.41 crore at home on the opening Friday, followed by Rs 2.97 crore nett on Saturday and another Rs 3.46 crore nett on Sunday, taking the total weekend collection to Rs 8.84 crore nett. Collections tanked again on the crucial Day 4 (Monday, March 10) and were pegged at a little over Rs 1 crore nett. It means the film is literally struggling to get past the Rs 10 crore nett mark in spite of a huge release. 
 
Just like Gulaab Gang, Kangna Ranaut-starrer <keyword id="6377522" type="POSITION" weightage="100" keywordseo="queen">Queen</keyword> started on a slow note on the opening day (Rs 1.75 crore nett at the domestic box office, which was lower than Gulaab Gang). But business picked up soon, thanks to excellent reviews and positive word of mouth. The coming-of-age comedy drama hit 800 screens, against Gulaab Gang’s 1,600, but collected around Rs 10 crore nett in the first weekend at home. Surprisingly, Day 4 collections were better than the opening Friday and stood at around Rs 2 crore nett, taking the total to Rs 12 crore nett in four days. 
 
In contrast, <keyword id="1952335" type="UNKNOWN" weightage="100" keywordseo="Total-Siyapaa">Total Siyapaa</keyword>, the third flick released on March 7, tanked at the domestic box office and only managed Rs 4.09 crore nett in the opening weekend. The rom-com, directed by Eeshwar Niwas and starring <keyword id="6451231" type="PERSON" weightage="100" keywordseo="Ali-Zafar">Ali Zafar</keyword> and <keyword id="6356250" type="PERSON" weightage="100" keywordseo="Yami-Gautam">Yami Gautam</keyword> (along with veterans <keyword id="6533" type="PERSON" weightage="100" keywordseo="Anupam-Kher">Anupam Kher</keyword> and <keyword id="6738" type="PERSON" weightage="100" keywordseo="Kirron-Kher">Kirron Kher</keyword>), has hit around 850 screens. But the lacklustre response at the box office is quite a dampener. The Monday numbers are not out yet but according to industry insiders, the movie has made a little over Rs 1 crore. 
 
What makes or breaks these movies 
Going by the box office response, Total Siyapaa is a washout and Gulaab Gang has failed to draw the audience while Queen is slowly building a solid base. Now let us take a close look at what has or hasn’t work for these <keyword id="569603" type="UNKNOWN" weightage="100" keywordseo="Bollywood-flicks">Bollywood flicks</keyword>. 
 
Gulaab Gang – Old wine in new bottle: It’s not difficult to understand why Gulaab Gang has apparently failed. In spite of some good points, writer-director Soumik Sen has essentially portrayed the age-old Bollywood theme – the good versus the bad. Be it Rajjo the revolutionary (<keyword id="6355846" type="PERSON" weightage="100" keywordseo="Madhuri-Dixit">Madhuri Dixit</keyword>) valiantly fighting against gender discrimination, violence, abuse and poverty, or the <keyword id="2122747" type="UNKNOWN" weightage="80" keywordseo="all-black-politician">all-black politician</keyword> <keyword id="339288" type="PERSON" weightage="100" keywordseo="Sumitra-Devi">Sumitra Devi</keyword> (Juhi Chawla) controlling and manipulating every life – they do it all in the archetypal Bollywood style. So you get some high-sounding dialogues and stick-wielding action sans the inner growth of the protagonist. 
 
Most of Madhuri’s socially committed actions are rituously punctuated by dance numbers as if we are in a kind of dream sequence. And the epic grandeur is essentially missing from this make-believe corrupt world, controlled by a failed system and ruled by larger-than-life women. Nothing is too oppressing or overwhelming in this supposedly sombre world; every issue can be dealt with, however trite the solution, and Women’s Lib has been made easy for the masses, without being given the required depth. The original Gulabi Gang founder has not been acknowledged anywhere in the movie as the makers claim that Gulaab Gang is a work of fiction. And that’s exactly what it is. This flick never rises to the classic height of real life but remains dwarfed in a scripted ambience. 
 
 
 
Queen – A <keyword id="6374782" type="UNKNOWN" weightage="80" keywordseo="journey">journey</keyword> worth taking: Recently, <keyword id="6355923" type="PERSON" weightage="80" keywordseo="Aamir-Khan">Aamir Khan</keyword> has taken to <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> to praise the film, director-writer <keyword id="143066" type="PERSON" weightage="100" keywordseo="Vikas-Bahl">Vikas Bahl</keyword> and <keyword id="203866" type="POSITION" weightage="80" keywordseo="lead-actor">lead actor</keyword> <keyword id="2202" type="CITY" weightage="100" keywordseo="Kangana">Kangana</keyword>. “What a film!!! Guys you have to watch QUEEN!!! Anyone who hasn’t seen it, please go now and see it. Such an important film for every girl, every woman to watch... and in fact every male to watch too! Thank you to Vikas Bahl and his team which made the film. And Kangana... you rock,” he tweeted. 
 Well, that speaks volumes about quality and the flick is worth every word of it. The plot seems pretty familiar, at least in the beginning. Rani (<keyword id="2201" type="PERSON" weightage="100" keywordseo="Kangana-Ranaut">Kangana Ranaut</keyword>) is a simple Punjabi girl hailing from Delhi and she gets turned down by the UK-returned fiancé Vijay (Rajkummar Rao) a couple of days before their wedding just because she is not his sort any more. But instead of breaking down, Rani goes on her honeymoon trip alone through <keyword id="106" type="COMPANY" weightage="100" keywordseo="Paris">Paris</keyword> and <keyword id="22442" type="COMPANY" weightage="100" keywordseo="Amsterdam">Amsterdam</keyword> – trying to cope, having fun and finally breaking free &amp; living life on her own terms. Of course, you will find stereotypes and clichés here but Kangana sparkles in this coming-of-age movie – making <keyword id="343" type="ENTERTAINMENT" weightage="80" keywordseo="Friends">friends</keyword> and growing inwardly as the journey of discovery continues. A must-watch and we must say that the BO verdict has been quite right this time. 
 
 
 
Total Siyapaa – Not totally doomed: We say that in spite of the poor box office response. Inspired by a Spanish film, Seres Queridos (Only Human), this rom-com features an Indo-Pak pair – Asha (Yami Gautam) and Aman (Ali Zafar) – and their many attempts to iron out the clashing cultures and countries. The backdrop of <keyword id="6354968" type="COMPANY" weightage="80" keywordseo="London">London</keyword> looks both beautiful and homey, but the characters, at times, look lost and confused, as if trying to find their way back to the centre stage. Anupam and Kirron Kher (Aisha’s parents) do their best while <keyword id="16657" type="PERSON" weightage="100" keywordseo="sara-khan">Sara Khan</keyword>, as Asha’s sister, proves to be tantalising, vivacious and gutsy. You get large dollops of humour as well even as the eccentric and whimsical characters try to make their mark. Overall, an average movie but offers some fun moments. 
 
Images: Indiatimes

Box Office: Queen Outshines
Gulaab Gang; Total Siyapaa Tanks

How often do you receive real emails that stand out… that compel you to compose a carefully crafted response? 
 
Real emails are those where the sender carefully selects words, keeping in mind the recipient’s likes and dislikes, while embedding a <keyword id="30450" type="ENTERTAINMENT" weightage="80" keywordseo="Touch">touch</keyword> of their own personality. Remember the handwritten letters that we used before emails took over.
 <keyword id="29411" type="ORGANIZATION" weightage="80" keywordseo="email">Email</keyword>s weren’t like this always. With the evolution of internet spam, we developed resilience to email spam and somehow lost that ability to perceive and write emails with a human touch. Tired of automated email blasts and a congested <keyword id="132835" type="UNKNOWN" weightage="80" keywordseo="Inbox">inbox</keyword>, we became more mechanical and started writing like machines.

	It is a sad story. 
	 
	We mostly receive emails that are devoid of any human or emotional trace. As such we only feel an underwhelming joy when we receive a new email from a long lost friend. So how do we take that back?

	There is a different side to email writing as well, which is as beautiful as the traditional letter writing. All we need to do is take few cues from the history of writing letters!

	A message that sticks

	Personalize your emails with precious little details in the form of real images, quotes and memoirs. Emails like that tend to hang around longer in the recipient’s inbox and are most probably saved to be read later as well, just like old-school handwritten letters.

	It makes no difference if the email is written formally or informally, all that really matters is a real person’s touch.

	Give people what they expect. Whether it contains a sales pitch or an invite to a certain meeting, just be clear and precise about the focal message in an email. Nobody likes a vague message, but honesty is always appreciated.

	Also, avoid writing invites like these <a href="http://www.opposingviews.com/i/social/parents-write-shockingly-demanding-1st-birthday-invite-toddler-photos">over-anxious parents</a>.

	Make it a bit funky!

	No, I didn’t mean you should switch back to typewriters. But imagine a simple thing that’ll bring back the nostalgia of typewritten letters. There are many web and mobile apps that give typewriter effects to the written text of an email.

	Play with fonts and graphics in your email to make them extra special. Just a little attention is all that is needed.

	Keep it natural

	Marketers must pay special attention to this. Email blasts are a practical idea of sharing information, but when its between a person or a group of people --- please don’t use those email marketing pointers.

	Don’t use automated email templates unless or until they are necessary. Keep the message tone spontaneous, but avoid less robotic greetings and use real human expressions that express your personality.

	Letters were the epitome of personal touch being used to mould relationships. From sixteenth century chivalry to modern emails, wordplay has always triumphed. Try to bring in the same values and intent to your email writing.

	Remember - if our forefathers could do it, then so can we!

	Personalized subject lines

	As per Adestra July 2012 Report, as many as 22.2 per cent emails are more likely to be opened if they carry a personalized subject lines.

	Imagine finding 100+ emails in your mailbox after a vacation trip… how many emails are you most likely to open first --- email with a bland subject line like “Team Lead Follow-up” or something more personal like a “Hey Jim, Here’s last week’s round-up in your absence”? (The answer could be subjective, but the point is special attention to subject lines)

	Mail subjects are crucial from a marketing perspective as well. Digital marketers are well aware of the fact that subject lines could may be their biggest asset after content. But don’t OVERDO it!

	Nobody appreciates an overflowing inbox.

	In the movie <a href="http://www.imdb.com/title/tt0128853/">You’ve Got Mail!</a>, Tom Hanks hides his true identity from Meg Ryan over email when he realizes that he isn’t talking to a complete stranger anymore. Instead of confronting her face-to-face he tries winning Meg’s <keyword id="24479" type="ORGANIZATION" weightage="80" keywordseo="heart">heart</keyword> with his words and emails. Now that might be too mellow for the current demographic or a group of people, but one cannot miss Hanks’ point! 
	 
	(<a href="https://plus.google.com/+UtkarshSahu9/posts">Utkarsh Sahu</a> is a pro word-slinger, covering mostly technology and marketing stories. Fond of social media, he can be reached via <keyword id="6354616" type="CITY" weightage="80" keywordseo="Twitter">Twitter</keyword> / <keyword id="819905" type="COMPANY" weightage="80" keywordseo="Instagram">Instagram</keyword> as <a href="https://twitter.com/UtkSahu">UtkSahu</a> /<a href="https://instagram.com/utkarshsj/">Utkarshsj</a>)

You Searched For "Traditional movie mould" and got 3 results

One By Two: Fragmented Storytelling Fails To Impress, Flops At Box Office

Sanghamitra Mandal

Box Office: Queen Outshines Gulaab Gang; Total Siyapaa Tanks

Sanghamitra Mandal

The lost art of writing emails. History has a point!

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