MUMBAI—When this writer returned from a holiday on a November Sunday, two Hindi films released that week, both rom-com of sorts. Since it was Monday and after examining the popular as well as critical feedback, I chose to watch “Qarib Qarin Singlle” because it starred global celebrity, Irrfan Khan. It was said to be the only decent film that week.
Some weeks later, when “Qarib…” (which was not exactly a decent experience, however) had almost run its course, word-of-mouth filtered in that “Shaadi Mein Zaroor Aana,” the rival release featuring Rajkummar Rao and Kriti Kharbanda was the dark horse. Initially, it had some hiccups during release that restricted its theatres. Gradually, the collections that were on the lower side became somewhat steady.
In a feature published in the tabloid “Mid-Day,” Akash Bhatia, the man behind the artificial intelligence (AI) platform Infinite Analytics is responsible for the notable success that the film has garnered from its third week of release, with the makers celebrating the recent request for 100 additional screens across India!
MIT tech wizard Bhatia is among the first to use the AI technology for Hindi cinema. Using a series of personality traits as reference to figure if the audience member will display an interest in watching the film, the platform enabled the makers to ensure that the trailer reached the right eyes. Director Ratnaa Sinha is only happy with the results.
“Receiving a request for hundred additional screens in the third week is unheard of here. In the first week, we were unable to bag any primetime shows, which affected the collections. While in the second week the competition stiffened due to other releases, the positive word-of-mouth increased interest. As a result, the third week was even better,” Sinha told the tabloid.
Sinha credits the accomplishment to the use of the AI platform, owing to which the film's trailer hit five million views on Facebook. Users watched the trailer, went to watch the film and spoke well about it.
Highlighting how the system works, Bhatia points towards a platform that analyzes multiple facets of human behavior. “We were shown the film during the editing, and made notes of the elements that might pique interest – like the anti-dowry plot or the use of fabric.” That the film has a huge IMDB score of 8.4, placing it alongside Aamir Khan’s “Secret Superstar,” is testimony that the trailer reached people who later showcased interest, Bhatia revealed. As of now, more than 30 shows are there in Mumbai alone in week 4.
The film has a gender equality as well as anti-dowry message but above all, takes up the cause of education.