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Monday, August 10, 2009

Sneakonomics 101 - Sneakonomies of Scale

Posted By on Mon, Aug 10, 2009 at 7:45 PM

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The best possible cure? Bollywood, and lots of it. when it hit theaters in 2007, Om Shanti Om grossed $45 million, making it the highest-grossing Hindi film ever at the time. That's especially astonishing considering the plot is a very thinly-stretched farce about a reincarnated movie star and only one or two things blow up. One of the biggest contributing factors to the gross was almost certainly that more than 30 top Bollywood stars from the past 30 years appear in the movie as themselves, most of them in a giant musical number.

Imagine if Ocean's Eleven included a long segment of Kentucky Fried Movie and everyone who had ever been more famous than Brad Pitt was in it, dancing and singing. Also, the star has been reincarnated because he read The Secret and asked the Universe to allow him to a) avenge the death of his true love and b) become a giant movie star.

The entire tone of the movie, from the fierce but loving spoof of 70's Bollywood films to current excesses is summed up perfectly by my new favorite song, "Dard-E-Disco." The subtitles tell me this is translated as "the pain of disco," but Madame H, who speaks lovely Hindi, clarified that it's more than that, like a deep sorrow or desolation. Our hero, the reincarnated movie star Om, insisted that this be added to a (broadly spoofed) melodrama where he was playing a man unable to express his pain at his true love marrying another because he is mute...and deaf...and blind...with no hands...

My heart is full of the pain of disco and if you click on that link, yours will be, too.

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