Sholay 1975
THE TURNING POINT AS LIKE IN THE MOVIE WITH "PAKEEZAH"
Finally Ramesh understood why there was no reaction. People were overawed by what they were seeing. They needed time. Now, clearly 'Sholay' had found its audience. Word of mouth spread like a juicy rumour. The visuals were epic and the sound was a miracle; when Veeru threw the coin in the climax, people in the 70mm theatres dove under their seats to see where it had fallen. By the third week, audiences were repeating dialogues. It meant that at least some were coming in to see the film for a second time. Polydor noticed this and was quick to act. Record sales weren't good and the music company was in a panic. Even though people came out of the theatres with smiles on their faces, they didn't buy the music. The music men were bewildered. What was the problem here? Some key managers were dispatched to the theatres to see the film with the audience. They realized that the reaction to the dialogue was extraordinary. Obviously 'Sholay's visuals and dialogue were so overpowering that the music barely registered. If Polydor wanted to sell more records, it would have to give the audience what they remembered when they left the theatre: the dialogue. The strategy succeeded. Polydor couldn't keep up with the demand as records flew off the shelves.
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