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Brand Karan Johar: A winning formula?

The success of Student of the Year was expected considering that it was Karan Johar who was launching three newcomers and had left no stone unturned in the making of the film. However, the magnitude of the success is something that no one had anticipated. The film has managed to collect around Rs 35 crore in five days a huge sum for a film starring newcomers.

Karan Johar

The industry has given a thumbs-up to the film and the three new actors Varun Dhawan, Sidharth Malhotra and Alia Bhatt are already stars in their own right.┬áTrade analyst Amod Mehra says, “The one major difference between Karan Johar and the other directors is that he is still very youthful. His films always have something for the entire family, even in a young and a trendy film like Student of the Year.

His films cater to all sections of the audiences and have emotions and fantasy, which is missing from today’s filmmakers who normally walk on the path of realism. The one thing that he never misses is entertainment and larger than life characters with extraordinary music. In Student of the Year, he made this larger than life college, which can never be seen anywhere and the youngsters loved it. The collections are there for everyone to see.”

Vajir Singh, editor of a trade magazine says, “As a director and a brand, Karan Johar’s Student of the Year got a huge opening in spite of newcomers and the audience came in to see a Karan Johar film. However after the opening weekend, it is the film that speaks for itself and in that regard Karan never disappoints.

No other director has tried what he did when he had the option of working with any big star. And he has proved it with the collections. Not only is the film successful in terms of numbers but it has also been carried off with élan and grace. In the process he has given three promising superstars in the making as well.”

Trade guru Atul Moha says, “Karan is one of the blessed filmmakers who know how to blend commerce with creativity. He transformed Dharma Productions into one of the biggest brands not only in India but overseas too. People have started identifying Dharma Productions as a house from where comes wholesome entertainers with family values, music, looks, etc and all this has been done singlehandedly by KJo.” The brand Karan Johar goes bigger and bigger.

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