You might spend a million dollars on making a film. You will make sure that you buy every new media space to promote your product. You will sign up the leading singers, actors and choreographers to compose one expensive song in your movie. You may do a hell lot just so you sell! But sir, i simply don't care. Worse, i am annoyed.

In the mid-nighties, two superstars emerged in the hindi film industry. One is popularly known as SRK and the other Aamir Khan. They created a rage with their persona and the success of their films. Yes, a lot of their respective films failed to make an impact. However, that era in Indian cinema has one of the deepest footprints of these two actors.

Somewhere down the line, both these actors decided to invest in film making and eventually opened their own production house. Aamir Khan productions' first film Lagaan went on to be the 3rd Indian film since 1958 to be nominated for Academy Awards. The production house has made 6 films till date, each of which is unique in its own way. None of these films were run of the mill, were framed with a good script and showcased proper direction.

And then there's this Red Chillies E.

The number of movies produced till date is 12 (double that of AKP). Almost none of them show a strong script. Some of them are mind-blowingly boring. A few made it big in box office but mostly because of a decent screenplay.

However, what is baffling is the company's latest film.It has broken all records when it comes to money spent in film making, claims to have used cutting-edge SFX, has roped in a top artiste to compose and sing a song and without a doubt has digitally advertised the movie like no other indian film ever has.

All this and then you watch the promo-video. The movie's teasers vomit out unbearable characterisation, clichéd dialogues and some shabby performances. All the joy that's built up transforms into a frown. Being involved in the creative industry seems to be all about developing strategies to make money, however crappy the creative product is. Success seems to be a more lucrative reward than creative satisfaction. And the age-old belief that true creativity does not sell seems to be true.

But the biggest jolt is underestimating audience intelligence and delivering sub-standard entertainment.

The brightest thing about the film is that one song sung by Akon which is fun to hear but once again, horrible to watch. The treatment of the song, its choreography and the costume design all look mismatched with the spirit of the song, the cultural reference and common aesthetic sense. Once again, the song is great to hear PERIOD

Despite all this, if the film itself cannot justify the hype, how on earth can someone who watches films with love refrain from being hurt?

What's different about AKP? It's all the same yet very different.The world will wait for the film, talk about it with great excitement and in the end will be rewarded with some great 150 minutes of their lives. It's all creative and it sells! The price paid is probably more in respect than in money. But even the money is well paid!

Take the P away from AKP and add ON, you get Red Chillies. And these chillies blind you.

Somewhere, it's better that way. Mostly nothing is worth watching.