Till not too long ago, big banner launches and high profile publicity events were mostly reserved for the debut of star-kids, while most non-filmi newcomers made a comparatively quieter entry in Bollywood. However, all that seems to be gradually changing. Insiders vouch that filmmakers are now giving the same treatment to the non filmi kids as they would to their filmi counterparts. In fact, trade analysts insist that the newcomers have never had it so good as they are being backed by some of the biggest banners in showbiz.
Take a look: Actor Sushant Singh Rajput is being launched in Abhishek Kapoor’s Kai Poche in a big way, and there’s buzz of him having bagged PK with Aamir Khan too. Instead of casting someone from their camps, as they usually do, the Bhatts are launching two new faces in Aashiqui 2, while producer Bhushan Kumar, head honcho of T-Series, is launching new faces with his wife Divya Kumar’s directorial debut Yaariaan. Farhan Akhtar’s upcoming Fukhrey stars one-film-old Pulkit Samrat, who is apparently being completely groomed like a starkid for his role. Alongwith launching two filmi bachchas in Student of The Year, filmmaker Karan Johar is also launching a non-film family kid Siddharth Malhotra, who reportedly has already been signed for a two-film deal by producer Ekta Kapoor. Producer-actor Preity Zinta too will have a non-starkid Rehan Malleick star opposite her in Ishkq in Paris. Filmmaker Vipul Shah too has cast one-film old Vidyut Jamwal as the lead in his next.
Trade analysts point out that the success of a film like John Abraham’s maiden production Vicky Donor that starred rank newcomers — Ayushman Khurana and Yami Gautam — has spurred filmmakers to look outside of established star names or star-kids. “Today it’s all about content. Stars as well as star-kids to some extent come with a lot of baggage of expectations, while in comparison these non-filmi kids come in with no pressure of that sort. And in times when content is the king, it’s ultimately about how well you act on screen and nothing to do with your background at all,” says trade analyst Komal Nahta.
Trade insiders add that newbies with come in with no Godfathers are getting a fair chance just like the star-kids. Newbie Siddharth Malhotra says, “The fact that Varun and Alia (co-stars Varun Dhawan and Alia Bhatt) come from film families, while I don’t made absolutely no difference. The screen treats you all in the same light, and so do your audience. Karan (Johar) never let me feel any different either.” KJo in fact reveals that he may be planning to launch many more new faces each year.
Trade analyst Bharti Pradhan attributes the change to the fact that big banners are looking at making films of all budgets and not all them need stars. Explains Bhushan, “The industry will grow only when we encourage and hone new talent.”