Bound scripts, targeted audiences, massive publicity budgets, media tie-ups, and merchandising - Bollywood has indeed turned a corner in the noughties.
One clear sign of an increasing corporate hold over the film industry is the instillment of test screening. Good, bad? Well, definitely good for producers who want the film not to bomb for the lack of UAT and appeal to the widest audience possible. By the same token, bad for audiences with a keener palate.
Take the case of Ishqiya. During focus group screening, women squirmed and shifted in their seats. Indeed, they found it uncomfortable to watch. (give them cushions I say!)
Now, I wonder if Satya had been shown to such a focus group. Would Bhiku Mhatre saying "paagal" instead of "chutiya" conveyed the same nuance?
Ishqiya seems to be of a milieu where people swear to punctuate their sentences (the male protagonists are thieves, you ar*3$0735!). Indeed in my opinion, expletives qualify and elaborate the exclamation mark oh so wonderfully.
Why, oh, why, should we then curb the beauty of the rustic lingo?