Kevi Rite Jaish : The Urban Gujju Film
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- Pandora Box
- Tuesday, 12 June 2012 19:08
- Published on Tuesday, 12 June 2012 19:08
- Hits: 1620
Gujarat Global News Network, Ahmedabad
What do you get, when a group four youngsters in their early 20′s experiment with an idea of making an urban Gujarati film ? With a script which highlights the singular obsession shared by six crore Gujaratis of making it to “Amerika”, the results are bound to captivate.
‘Kevi Rite Jaish’ (How will you make it?), a family-comedy-drama, is a story revolving around madness of Bachubhai Patel and his family. They try everything possible on this earth in the name of USA visa. The craziness is fired by the nightmare that Bachubhai seldom witnesses: ‘what if no one from his family could make it to USA? What if Bachubhai will never be able to settle in USA? If he doesn’t, then his soul will always roam around in pain and longing (this is obviously his version of exaggeration).
Before Bachubhai’s kids could gain their perspective and sensibility, he levies upon his dream on them. His elder son Jignesh or ‘Jignessss’ seems to be more unlucky than him. After Jignesh’s failed attempts Bachubhai moves on to Harish. To break the jinx, Harish (the youngest son and the last hope) is given the torch to lead the baton ahead. It is now Harish’s responsibility to make it to U.S. and help his family settle down in a ‘Phoren’ country. This is all that Bachubhai wants Harish to do in life, but the road to USA is not that easy for Harish too.
The story of the film seems to have all the right elements to make it a hit among the Urban audiences, but it that enough? Gujarati Film Industry or what is popularly called “Gollywood” churns more than 60 films every year. But most of these films are set it the rural background and boast of a vast audience in villages.
But what happens to such films in the big cities with Multiplexes and the Popcorn- Coke combo junking audience? Ritam Bhatnagar, executive producer, Kevi Rite Jaish, says “Multiplexes are reluctant to screen Gujarati movies. After a recent Gujarati movie launched across multiplexes in Ahmedabad ran empty screens just after the first day, the team of Kevi Rite Jaish had a hard time convincing the multiplexes to agree screen the movie. “
In such an industry where the majority of urban audience has never seen the light of a Gujarati film, a much change has been sought and the team of Kevi Rite Jaish, are out to on a mission to bring about this change.
Never the less, the film is a funny roller coaster ride with its own share of romance, drama, anxiety, desperation, excitement and madness. It all comes to an end where you realize that it is just a beginning; you want to have more of it.
The film has been shot on RED One MX, over 32 locations in a schedule of 23 days with a crew of 80pax. The film features 8minutes of VFX.
Kevi Rite Jaish hits the theaters this Friday. Be sure to catch it.
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