Marketing teams are constantly searching for means to grab attention for films that would otherwise get far less notice from a restless movie going audience. In the case of the recently announced Akshay Kumar starrer, Laxmmi Bomb, a remake of the 2011 Tamil super hit horror-comedy Muni 2 Kanchana, the swiftness with which the director Raghava Lawrence exited and re-entered the project has made the film industry very suspicious.
A fortnight ago Lawrence wrote on Twitter, “There is an old popular saying in Tamil which tells 'Don't step into any house where there is no respect'. In this world, more than money and fame, self-respect is the most important attribute to a person's character. So I have decided to step out of the project, Laxmmi Bomb, the Hindi remake of Kanchana,"
Now, in a miraculous turn-around Lawrence tweets joyfully, “Hi dear friends and fans..! As you wished I would like to let you know that I am back on board as a director of Laxmmi Bomb. A big thank you to AKSHAY KUMAR sir for understanding my feelings and sorting all issues, another thank you to my Producer SHABINAA KHAN for the same. Thanks to both for giving me respect. I am really happy to be a part of the film again with AKSHAY sir. Thank you all...”
The abruptness of the mind-change makes the whole exercise seem dishonest. A Tamil filmmaker close to Raghava Lawrence says, “He is a man of great integrity. I don’t think he planned the gimmick of exiting and re-entering the project. However others associated with Laxmmi Bomb may have decided they needed to deflect attention from Akshay Kumar’s nationality issue (some time ago he was shouted out for not voting as he had a Canadian passport). By plotting the director’s exit and entry the film and its hero got the attention that they needed.”
If that is true, then it is indeed unfortunate as marketing tactics are never known to draw audiences apart from igniting some initial curiosity. Perhaps Laxmmi Bomb didn’t need any such stunt as the film’s poster itself had generated a lot of buzz with Akshay Kumar seen in a completely new avatar.