How Akshay Kumar did everything right to take ‘Laxmii’ on a digital run
Get set for the premiere of much-awaited ‘Laxmii’. Though cinema halls have been allowed to reopen, there are quite a few films that are lined up for launch only on the OTT platforms. ‘Laxmii’ is yet another Bollywood movie starring an A-lister to hit OTT after Amitabh Bachchan and Ayushmann Khurrana starrer ‘Gulabo Sitabo’ and Sanjay Dutt and Alia Bhatt starrer ‘Sadak 2’.
Directed by Raghava Laurence, ‘Laxmii’ is the remake of Laurence’s hit Tamil film, ‘Kanchana’. The horror-comedy stars Akshay Kumar and Kiara Advani in the lead roles and is premiering on Disney+ Hotstar today (November 9, 2020).
The movie has been creating quite a buzz much before its release. Akshay Kumar playing the transgender character in the film has generated a lot of interest and social media has been abuzz with his first look, which is quite fierce.
The trailer has garnered over 27 million views on YouTube and was much appreciated by movie buffs. After the furore caused by the ‘Sadak 2’ trailer, which was launched during the height of the ‘Justice for Sushant’ movement and the entire nepotism debate, YouTube deactivated the Like and Dislike buttons for ‘Laxmii’s trailer. It may be recalled that there were frenzied calls by netizens to make the trailer of ‘Sadak 2’ the most disliked video on the video platform; and for some time it was.
‘Kanchana’ was quite a laugh riot, especially in the first half, as Laurence playing the role of a young man absolutely petrified of ghosts was very funny. And so was the actress playing the role of his mother. ‘Laxmii’ promises to be as goofy as the Tamil original, and Akshay Kumar has portrayed goofy characters quite well.
Drop the Bomb
Initially called ‘Laxmii Bomb’, the word ‘Bomb’ was dropped from the movie’s title after some groups, including Karni Sena, protested, saying it hurt Hindu sentiments. The film’s makers were quick to react and the movie’s promotion continued as ‘Laxmii’. The entire ‘Padmavat’/ ‘Padmavati’ and Karni Sena protests are still fresh in people’s minds.
On the other hand, the transgender community has come out in support for the movie as they feel it will bring the community to the fore, with Akshay Kumar’s portrayal.
Soon after the trailer launch, the first song from the movie was released – ‘Burj Khalifa’. This song was soon became a viral meme. While many loved the peppy number, there were also those who thought it was a meme material song.
Amid the pandemic and a prolonged lockdown period and strict social distancing guidelines, movie promotions have shifted to digital in a major way. While in the initial days of the lockdown only virtual promotions were seen, for ‘Laxmii’, Akshay, Kiara and Laxmi Narayan Tripathi, a transgender activist, appeared on ‘The Kapil Sharma Show to promote the film.
Apart from this, the Lal Bindi Instagram filter was launched and hashtag #AbHamariBaari became a part of the movie’s promotions that aimed to show support to third gender community. Few television celebs were spotted supporting this cause on their feeds. They also hosted a red carpet event on October 8.
You can try the filter here: https://www.instagram.com/ar/3485127391574970
Will Akshay and his transgender act win over the audience? Wait for just a couple of hours to know.