Hey… Hey… we just stumbled upon news that only a few know. Few as in only those who shot the film know. Well we all know that Hollywood biggies like Sylvester Stallone and Denise Richards are a part of Sajid Nadiadwala’s Kambakkat Ishq. But there’s yet another Hollywood star who has done an appearance in the film. She is none other than—Holly Valance. “Valance was very impressed with Kambakkat Ishq. She agreed to do an appearance in the film immediately,” said a source. Those not familiar Valance, well she was a very popular model doing catwalk shows and commercials in her early teens. She made her debut as an actress in popular soap called Neighbours. As Felicity Scully, her popularity soared to dizzying heights. Holly Valance chucked up Neighbours to make a pop career for herself and her debut single Kiss Kiss hit the top of the charts in UK and Australia. Sajid Nadiadwala welcomes Holly Valaenca to Bollywood

In an era where everyone has access to at least one digital screen: mobile or computer, the makers of ‘Kambakkht Ishq’ and Hungama Digital Media (Hungama) announced the launch of a unique bouquet of digital promotions that gives Bollywood fans across the country, a connect with the film anywhere they go. This to create fervour and excitement about the film through varied avenues like the Kambakkht Ishq mobile game, a mobile Voice VAS service by Akshay Kumar and Kareena Kapoor and a blog written by the film’s director Sabbir Khan on www.BollywoodHungama.com

The Kambakkht Ishq Mobile Game is a fun-filled racing game which allows users to play the role of Akshay Kumar and highlights the bittersweet gender wars between the two protagonists of the movie. The user has to complete various stunts and collect objects in the exciting and fast paced racing game to complete the game. In the mobile voice VAS service, Akshay Kumar reveals a few of his stunt tips for all the young aspiring stunt men; and Kareena Kapoor advices women on beauty tips. All people have to do is pick the phone, dial a number and listen to the stars of Kambakkht Ishq speaking to them.

Sajid Nadiadwala said, “Kambakkht Ishq is an action-packed, romantic comedy that will appeal to everyone. This movie also tickles the ‘war between the sexes’ that the youth will especially connect with. We needed to promote the film through platforms where youngsters are present and today I see every young boy or girl digitally connected, either with a phone to their ear or their eyes on a computer screen. We are Nadiadwala & Grandsons are very keen on exploring innovations in marketing, and Hungama has given us a great platform to create some fun elements of the film.”

Added director of Kambakkht Ishq, Sabbir Khan said, “This film is extremely unique in the way it has been written and directed and keeping in line with that I wanted to promote this film through distinctive platforms. Since this film also stars international celebrities like Sylvester Stallone, Denise Richards and Brandon Routh, I thought it would be best to use the digital platforms that give fans in international markets an insight of the film before its release. I am extremely excited about the blog on Bollywood Hungama to keep fans updated with the latest about the film.”

The stars of the film Akshay Kumar and Kareena Kapoor were also present during the launch today. “I have always looked forward to doing an exciting film like Kambakkht Ishq and the film being translated in to a game and a voice service on the mobile platform. Both these are extremely innovative and entertaining. I hope my fans especially enjoy the Stunt Tips, but they must all be very careful while doing them” said Akshay Kumar. Kareena Kapoor added,“I loved sharing my style tips with my fans. I hope all the ladies love the all my style tips”

Each and every film maker wants to give his film immense attention before its release to create a space in the audiences’ minds that does not merely create awareness but instead goes a step further to ensure a ‘buy-in’ to the film by creating a sense of anticipation and excitement. Kambakkht Ishq is a perfect example where digital marketing is used beyond just run of the mill concepts to using the platforms to connect people with the stars and movie concepts.

Movie Review: Kambakkht Ishq; Star cast: Akshay Kumar, Kareena Kapoor, Aftab Shivdasani, Amrita Arora, Kirron Kher and in Sp. App Sylvester Stallone, Denise Richards, Brandon Routh and Holly Valance; Director: Sabbir Khan; Rating: ** - Falls short of expectations.

Viraj (Akshay) is a Hollywood stunt man who doesn’t believe in marriage and lives by the belief that women are good for only two things. When he comes to know that his younger brother Lucky (Aftab) is getting married, he rushes to break it off. At the same time the bride, Kamini’s (Amrita) best friend Simrita (Kareena) too rushes in dissuading her from getting married to a ‘second hand’ person aka a stuntman. But it is too late as the couple has already made up their mind. But not before a war of words ensues between the chauvinist Viraj and snooty Simrita. The reason why Simrita (who by the way is a medical student cum part time model) hates men is the examples she has seen in her own family. She therefore believes men are only interested in taking women into their beds and nothing else. But then fate keeps Viraj and Simrita bumping more into each other and their each meeting only doubling up their hate for each other. Meanwhile, Simrita’s stubbornness leads Lucky and Kamini to the brink of divorce. While Viraj tries to stop this divorce from taking place Simrita tries her best to ensure it takes place. Things get more complicated when during Viraj’s operation, Simrita accidentally leaves her watch inside his stomach. What it all leads to forms the rest of the plot.

Kambakkht Ishq is one of the most lavish productions to come out of Bollywood no doubts about it. But despite involving four scriptwriters the film still falls short of the expectations where the promised wholesome entertainment is concerned. The main problem being the wafer thin plot, then again some really bad jokes that fall flat and finally the second half. Also many a times the thin line of acceptance has been crossed in the name of humour which makes it a difficult watch for the family audience. The first half breezes quickly but the second half slows down considerably. The serious turn taken though comes in with the flow of the film, it gets boring as you know it very well where it is all going to lead to. Though it is applause worthy job by debutante director Sabbir Khan to helm a film as huge, you sorely miss a David Dhawan who would have controlled the lunatic moments more effeciently. To give due credit, ‘Hollywood’ has been well incorporated by Sabbir in the film. Though Taurus awards sequence has been superbly picturised, the makers seem to be under the impression that award winners arrive first on stage followed by announcement of arrival of award presenters at prestigious international awards.

The film scores high in the technical department with cinematographer Vikas Sivaraman coming on tops. He has succeeded in imparting the film an international look. However, barring the Mangalam number the music of the film is not worth a mention.

Akshay Kumar is back in terrific form as a performer. He is simply superb in his award acceptance speech. Kareena has never looked so hot before. She manages to put up her own against Akshay but is saddled by poor characterization, especially in the second half. Almost 80% of the time her character has been burdened with a permanent growl on the face. Amrita Arora is cute as her dim wit friend. Aftab is passable. Kirron Kher is getting irritatingly repetitive. Boman Irani in a single scene appearance is hilarious but Javed Jaffrey grates on your nerves and its high time he realises that his ‘punny’ jokes don’t work every time. Vindoo Dara Singh as the dumb assist of Akshay is mirthful. Amongst the Hollywood stars, Sylvester Stallone commands great screen presence but Denise Richards looks too old but she does enact her part well.

Watching the promos and the huge hype the makers have managed to create about their film, your expectation levels are high when you enter but as you come out you do feel that it is nothing more than a dumb entertainer that tries to take you too much for granted. It may take a great start at the box office but the crowds will vanish from Monday once the hype begins to settles down.

Akshay Kumar has reasons to smile. His much hyped ‘Kambakkth Ishq’ has managed to build a good hype amongst the audiences, something which is reflecting from the favourable response that it has received via a healthy advance booking. Though quite a few multiplexes and single screens opened their advance booking only on Wednesday (which is the norm), some major chains (like PVR) opened it early as Sunday to gauge audience’s interest in the film. Thankfully, it was all positive, something which would definitely have contributed to sudden plans for paid previews that were hosted on Thursday.

However, Sajid Nadiadwala and Co. took a guarded approach as instead of going ballistic with paid previews and playing multiple shows all through the evening and night, they kept it low profile with only a show each at select multiplexes in major cities. Moreover, the show timings were also quite late in the night with some of them beginning as late as 11 PM. Obviously, the makers and especially the leading man Akshay Kumar have learnt the lesson from ‘Chandni Chowk To China’ debacle where negative reviews had started flowing as early as 9 PM Thursday night once the first paid preview (at 6PM) had come to a close.

Though sources indicate that the makers of ‘Kambakkth Ishq’ are quite confident of their product, it made sense to have a restricted viewing of the film rather than it being a wholesome affair, lest it led to any negativity. In any case, record number of prints are being circulated across the country which means that opening weekend collections should be quite a bountiful.

There have been murmurs around the promos not being really strong for this Akshay and Kareena starrer. However, one just hopes that the team of ‘Kambakkth Ishq’ is hiding the real stuff in the background rather than revealing it all in the promos itself; a mistake that recent release ‘Paying Guest’ made and suffered badly. It would be better for a film with such a huge scale to let audiences warm up to the film and that’s a path this Sabbir Khan directed film seems to be taking.

As are the indicators right now, the film should fetch good numbers in the opening weekend even if they aren’t record breaking per se. While ‘Rab Ne Bana Di Jodi’ and ‘Singh Is Kinng’ hold the record of netting 40 crores or more in their first week (with ‘Ghajini’ going through the ceiling with a 60 crores + opening, it would be fair if ‘Kambakkth Ishq’ crosses 35 crores mark at the least. This is where the film seems to be headed as well and even though a few may complain that these collections would be less for an Akshay Kumar biggie, one has to keep in mind that he has suffered two recent flops in ‘Chandni Chowk To China’ and ‘8X10 Tasveer’, something which is looming large on audience’s mind. Moreover, 35 crores is not a bad number too as long as the film can sustain in weeks to come.

With ‘Shortkut - The Con Is On’ being the only major release in week to follow and ‘Jashnn’ arriving on 17th July, ‘Kambakkth Ishq’ now has to be just a decent enough film to keep showing steady collections before ‘Luck’ arrives on 24th July.

Akshay Kumar and Kareena Kapoor starrer film Kambakht Ishq is one of the most awaited flicks of the year. And both Aki and Bebo is leaving no stones unturned to promote the film. Yesterday, the cast and crew along with Hungama digital media held a press conference where the duo spoke at length about their respective characters.

“My character in the film I believe is the most stylish character Indian audiences have ever witnessed,” explains Kareena. She goes on to add, “She is vivacious, smart, arrogant and sexy girl who does not believe in the concept of love as the story of the film goes.” When questions were poured on Akshay, he replied with the most stylish way he could with the martial arts act. Shedding some light on the story and his character in the film, he says, “Kambakht Ishq is a story of ‘Battle of sexes’ and I play someone who is proud of bachelorhood and would not give up anything to give it up.”

Also at the press conference were present the debutant director Sabbir Khan and CEO of Hungama group Neeraj Roy. As far as the promotional strategies are concerned, Kambakht Ishq crew has teamed up with Hungama digital media to bring a unique game where after winning all the levels the fans get the opportunity to win the heart of Kareena. Also, while login on to Hungama.com one can get beauty and stunt tips straight from Kareena and Akshay’s mouth respectively. On which Akshay says, “I hope my fans especially enjoy the stunt tips, but they must all be very careful while doing them.” Kareena further excitedly adds, “I loved sharing my style tips with my fans. I hope all the ladies love all my style tips.”

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ambakkht Ishq is upcoming bollywood movie that is going to release on July 10, 2009. This movie is remake of Tamil film Pammal K. Sambandam, that was released in 2002. Akshay and Kareena are in lead role and aftab and amrita arora in supporting role.




Cast

*Akshay Kumar … Viraj Shergill
* Kareena Kapoor … Simrita Rai
* Aftab Shivdasani … Lucky Shergill
* Amrita Arora … Kamini
* Kirron Kher …
* Javed Jaffrey …

Special appearances (in alphabetical order) by:
* Denise Richards … Herself
* Brandon Routh … Himself
* Sylvester Stallone … Himself
* Holly Valance … Herself