Hollywood Entices Indian Movie-Goers With Hindi Song for ‘The Avengers’

Watch the video to theme song from the Avengers movie ”Hello Andheron”.

A $260 million Hollywood blockbuster inspired by “The Avengers” comic book series opens worldwide later this month.

Movies like that often make more money outside the US. So maximizing revenues in a big market like India is key.

And the way to do that in the land of Bollywood is… through music.

“In this dark hour of night, someone listen to my heart’s condition in life….”

That’s the plaintive cry that opens a Hindi music video, made to promote the new Avengers flick.

The song is called “Hello Andhero.” It’s composed by Mumbai-based rock band Agnee. And it’s just the latest attempt by Hollywood to compete on Bollywood’s home turf.

And who can blame them? In a country with more than a billion people, there’s a monster market for films.

Anthony Kaufman writes the “Reel Politic” blog on IndieWire.com.

“The only real key rival to Hollywood’s output has always been Bollywood,” Kaufman said. “It’s a huge audience. It’s a diverse audience. They like their movies. And there’s very few countries in the world where Hollywood doesn’t completely dominate. And India’s one of them. So for Hollywood to go in their and insert a Bollywood musical number seems to make sense.”

In India, soundtrack sales often account for as large a slice of revenue as ticket sales. So making music videos is a relatively cheap form of advertising. The so-called “film songs” are shown ad nauseum on music channels like MTV.

So with no song for your movie, you’ve got nothing to sell.

So what should film-makers prepared to do to take on Bollywood? Kaufman had a suggestion.

“I would like to see all the guys from Avengers dancing around in a Bollywood style musical. That would be something.”

Yes, it would.

Follow @worldaaron

Translation of “Hello Hello”

Hello hello…hello hello..
In this dark hour of night
someone listen to my heart’s condition in this life
hello hello…hello hello…
someone please answer
Give me dreams so that I could live
Show me a true friend’s face
Or a man behind a mask
hello hello…hello hello…

My life that is tied with this telephone
Someone open it, just break it, I want to be free
Leave me, Grab me back
Let me get lost, then shout out my name
Everything is fine, and it will be
Take advantage of this lie I am living
hello hello…hello hello…

In this dark hour of night
Someone listen to my heart’s condition in this life
hello hello…

The hands of the clock are ticking away, but still my heart is a dark place
Rescue me from this so that a new morning comes to sight
Please talk with me a little
Soften this tormenting night for me
Bring the first rays of the sun
And fill up my life with it
hello hello…hello hello…

Someone please answer me
Give me dreams so that I could live
Show me a true friend’s face
Or a man behind a mask
hello hello…hello hello…
http://lyricstranslate.com