Y-Films says 'Take off your clothes and freak out'

Y-Films is committed to breaking a genre and creating and building an audience. The idea is to detonate boundaries. And most importantly, do it with style. Which basically means that Y-Films is more than just a film production house. It is an attitude. And if it is an attitude, it must be available in small, medium and large and it must be worn.

That's how Y-Stuff was born. The official clothing line of the coolest film production house in Bollywood. The first collection from the label is inspired by our movie, Luv Ka The End. The clothing range captures moments from the gory and bloody viral Teddy Series and also echoes the rebellious spirit of the brand. Some really funny lines and sexy designs found their way to a whole range of merchandise like tees, boxers and bags.

Now that we had the stuff, we had to take it to the world. And we partnered with one of the biggest and most popular clothing retail chains in the country, The Loot stores. The Loot stores is a discount based chain that enables us to reach out to our audience keeping their pocket money in mind. Y-Stuff is now available in 60 Loot stores across India. But that is just on-ground. For a generation that spends most of its time online, we had to reach out to them there too. Y-Stuff is also retailed online via major online selling platforms such as Seventymm, Groupon, Bookmyshow, Fashion and u, and Naaptol. These platforms attract a total traffic of nearly 25 lakh users and that is a huge potential for us as a brand to spread the good word.

On the event of the launch of Y-Stuff, Ashish Patil, Creative and Business Head, Y-Films commented, "You need not just see Y-Films... now you can wear it too."

Now that you know where to get it, go get your hands on it! For further information on Y-Stuff, please visit our website yfilms.in or Like us on Facebook at http://www.facebook.com/YFilms or follow us on Twitter @y_films

Also be sure to check out the first film from Y-films in theaters now! Luv Ka the End is getting rave reviews!

(By Editors - BollySpice.com)

`Luv Ka The End` based on my own heartbreak: Shenaz

Former MTV `It girl` Shenaz Treasurywala who has written the script of `Luv Ka The End`, says that the Yash Raj film is autobiographical.

Just like the character played by Shraddha Kapoor in this teen comedy, Shenaz was cheated by her ex-boyfriend and she too plotted revenge like the protagonist.


"Every character in the film is an exaggeration of someone I know. Luv Nanda (the character played by newcomer Taaha Shah in the film) is an ex-boyfriend who broke my heart. I dreamed and schemed every night of getting even just like Rhea does in the film," the model-actress told reporters.

And Shenaz who made her Bollywood debut with the Shahid Kapoor starrer `Ishq Vishq` in 2003, said that she is finally getting back with the film.

"This guy even had a slimy, fat friend exactly like Gollu who I hated. Also Timmy was his all brawn brother from another mother. I am getting my revenge now, 10 years later," said Shenaz who also has a guest appearance in it.

"Yes, I play this hot nymphomaniac school teacher. I remember having a teacher like that in college," said the 29-year-old.

Other than `Luv Ka The End`, an American soap titled `One Life To Live` is keeping her busy.

"Yes, I have been on this soap since November and have been shooting almost everyday. I feel blessed being a working actor in New York as I have been acting more than ever," said Shenaz.

Talking about her future plans, Shenaz said, "I would really like to be commissioned to write more scripts. I want `Dreading My Wedding` to get made as soon as possible. I want to host and write a `Sex in the City` type travel show. And of course act in more films, soaps, sitcoms in both Bollywood as well as Hollywood. I want to be a bi-continental working actor and writer."

PTI

(SpiceZee)

Shraddha copied her dad to bag ‘Luv Ka The End’

The lead character of ‘Luv Ka The End’ (LKTE) pretty much carries the story of the film. So when it came to the casting, the makers needed someone who was not just a good looker and dancer, but also someone who could act well.

Considering the fact that whoever would be signed on to be the first lead of Y-Films would get into a contract for 3 films, it was a big thing. Naturally, it turned out to be a most grueling audition process spread over 7 days, 5 intense scenes including a massive breakdown, 3 dances, and more. But eventually, what got Shraddha Kapoor the part was more than her talent to act.

According to unit sources, producer of ‘LKTE’ Ashish Patil is a big fan of Shakti Kapoor and he asked her to do an "AAOU" like her dad. Without a moment’s hesitation, Shraddha jumped and not only did that but also a "Crime-master go-go", a "balmaaaaa", a "Nandu sabka bandhu" and lots more.

“She basically captured the personality, the irreverence of the Y-Films brand and turned out to be someone with no inhibitions. Highly impressed with Shraddha, the makers were sure that she would nail this role. And that’s how Shraddha Kapoor became Rhea Dialdas in LKTE,” added the sources.

Aaou! Kya baath…!

(Indiaglitz)

Inside the Making of the Mutton Song- Luv Ka The End!

Coming up on Friday May 6th, is Luv Ka the End from the new banner Y-films. Over the weeks leading up to the release we have shown you that the projects Y-films is going to make are not your average filmi films. They are different in vibe, in story, in actors, in directors, and well in Item numbers! We are talking about The Mutton Song, which is most definitely one of the most unique item songs ever done. Check out what went into creating this crazy but fresh number!

THE IDEA BEHIND THE MUTTON SONG
This song was not a part of the plan. We were going to a have a seduction song in the climax where the heroine takes down the bad guy and that was it. The concern was that it was becoming too clichéd. Too been there, done that. At Y-Films, we didn't wanna do that. So we just went ahead and did away with that. We created something that the world will refer to as the reinvention of the item number. This is the kinda stuff the girls will love to watch. But don't mistake this for an attempt at just humour. Catch debutant actor, Taaha Shah spring a surprise of sexiness to this video with his superb dance performance. He is going to put many hot ladies to shame in Bollywood.

THE MUTTON SONG - HOW IT WAS MADE
The way this happened was a silly joke that the music director, Ram Sampath was playing with and he wanted it to be treated in a very rasta/street like manner. But, the film's producer Ashish Patil latched onto it. And we were on our way to recording the Mutton song. But we needed words. And that came with Amitabh Bhattacharya's insane lyrics.

THE LYRICS OF THE MUTTON SONG
Amitabh Bhattacharya, one of the biggest lyricist sensation in recent times was brought in to weave the words. When the words happened, Amitabh cracked the shayiri first. The rest of the words were classic Urdu, qawalli like. But there was something in 'Multiplex mein mehkhana' that made it so 'Item'. The play between English and Hindi was crazy. So we decided to ditch the Urdu and Amitabh cracked these outrageous lyrics that got recorded. These have been unheard of. The writing smacks of eccentricity and is just the work of pure genius.

THE VOICE OF THE MUTTON SONG
The Mutton song had weird music lyrics and a tharki beat. But it now needed a voice. Krishna Beura was roped in to add to the mayhem. We wanted someone who had a powerful qawal voice, yet had the funky English touch. And we were aiming very high with this track. Including the pitch of the voice. Krishna took it to an altogether new level with his rendition of the lyrics. While singing, he would go,"Ab mujh mein Altaf Raja ka bhoot aaya hai" and he would do a version like that. It worked. And then, there would be some more. 5 versions happened. In the song, a mallu waiter happened. A Chinese martial artist happened. A goat's sound happened. This is all Krishna's doing. Rendition after rendition, the song was evolving into something new. Something that had never been tried before. The regular lines like 'Hit it one more time' became 'Serve it one more time' with the waiter angle. This was one wicked recording. And that's how the biggest item number of this century was born.

THE VIDEO OF THE MUTTON SONG
Taaha is quite the "method actor". He left no stone unturned to make sure he nailed the Mutton Song specially since he was competing with Munni and Sheila. But that's not how it began. It started with the styling. We tried at least 5 different ghagra cholis on Taaha Shah before we locked the final one. Some we rejected because they were too close to Kajra Re. During look tests, we wanted to show more cleavage, show off his hairy chest. At this point, Taaha was slowly learning to let go of his inhibitions. And then, suddenly, the pouting happened. Taaha did it and then there was magic. Taaha's make-up room was far away from the location. Initially, he was given a bathrobe to wear and come to the location for the shoot. But, after a point, he lost his inhibitions and his bathrobe. He started flirting with all the crew and making faces at them. Since the shoot was in a hotel in Thane, there would be times when Taaha would get into the elevator with a regular family. And then, he would pout, bite his lips. This saw the rise of a far more professional actor in a debutant like Taaha. He had suddenly turned into a method actor. He started living the role. And he charmed many while he did this.

THE CASTING OF THE MUTTON SONG
Thanks to the choreographer, Adil Shaikh, the casting for the Mutton song added a most unexpected layer. The song is a landmark item number because it is a tribute to all the iconic item numbers that have preceded it. Some of the classic extras from vintage item number extras are a part of this video.

Take Bulbulji for instance. He was the guy with the afro singing "kullu kullu" on Laila mein Laila. Or Deepakji from Hothon pe aise baat mein churake chali aayi. The Mutton song is special for so many reasons. If other films are bringing back old songs with new remixes, Y-Films is bringing back the performers from those times. That&'s how you pay a tribute.

THE MUTTON SONG - EXTENDED
Initially, the Mutton song was supposed to be briefly shot. The plan was to shoot just the first verse. But once the video happened, it was certified mental. No one had ever seen such a thing. Or done it for that matter. The sexiness and the craziness of the song asked for more. Everyone got so excited that we went back and shot the rest of the song. And that's how half kilo mutton became full kilo mutton.

(By Editors - BollySpice.com)

Ali Zafar to do a cameo in 'Luv Ka The End'

Actor/singer plays himself -- a popular crooner -- in the film

Ali Zafar has done a special appearance in Yash Raj Films' Luv Ka The End. The Pakistani singer turned actor was roped in at the last minute.

Ali is set to play a singing star and will appear during the climax of the film in a song titled Fun, Fun Funaa.
A source reveals, "He plays the character of Freddie Kapoor who's a famous singer, song writer and model.

His inclusion was an attempt to give the film more glamour and also add in an extra up tempo number."

Youth connect
The film's director Bumpy was keen on having the Tere Bin Laden actor in his film.

"Ali has a connect with the youth which will work for the film. Since both the leads Shraddha Kapoor and Taaha Shah are newcomers, it would help to have some one who's already a known face."

(Mid - Day)

Shenaz pens a YRF film

VJ-turned actress Shenaz Treasurywala is a multifaceted person. After trying her hands in modelling and acting, the girl has now turned a screenplay and dialogue writer.

She penned down the screenplay and dialogue for Yash Raj's youth film Luv Ka The End. This is her first film as a screenplay writer.

A friend of Shenaz revealed, " Yash Raj Films commissioned her to write it after reading another screenplay that she had written about earlier.

(TOI)

Yash Raj Films' new banner to launch seven actors in 3 movies

Yash Raj Films' new youth films studio - Y-Films - will launch seven new faces in three movies in 2011.

Keeping with its vision of being a platform for new talent, Y-Films also showcased the fresh crop of directors and stars of the three films.

Yash Raj Films vice chairman Aditya Chopra said, "The youngest country in the world. Housing the largest movie going audience in the world. Youth! Its a segment that's not just too big - but too important - to ignore. Y-Films continues YRF's trend of breaking new genres. With a laser-sharp focus on youth, we hope to create a brand of cinema that will capture the hearts & imaginations of this elusive bunch and rock their world. Here's to a new revolution - that begins with 2 fingers!"

As was earlier reported by Businessofcinema.com, Y-Films is headed by Ashish Patil, formerly head of MTV India. Patil adds, "Y-Films promise to deliver kick ass films of the youth, by the youth, for the youth. And be a platform for new talent – both on screen and behind the scenes – who will challenge, break and set new rules of story telling. Get ready to spread the Y-rus!"

The first movie under the new banner will be Luv ka The End, which is directed by Bumpy. It stars Shraddha Kapoor and introduces Taaha Shah. The movie has music by Ram Sampath and is slated for release on 6 May.

The second film is a rom-com against the backdrop of social networking is interestingly titled Mujhse Fraaandship Karoge. This will be a cheesy take off on one of YRF's earlier films - Mujhse Dosti Karoge starring Hrithik Roshan, Kareena Kapoor and Rani Mukherji. It may be recalled that Businessofcinema.com was the first to report that this movie will be directed by Nupur Asthana. Mujhse Fraaandship Karoge will introduce four new faces namely Saqib Saleem, Saba Azad, Nishant Dahiya and Tara D'Souza. The movie will also mark the debut of Bollywood desi folk-rocker Raghu Dixit as composer.

The third film will be a tech-based caper, which is the story of India’s youngest and most twisted hacker titled Virus Diwan. With a tagline that reads "Enter. Infect. Escape," it will mark the debut

(BUSINESSOFCINEMA.COM TEAM )

YRF launches new youth film studio Y-Films

Yash Raj Films Thursday launched a new youth film studio Y-Films, which would showcase a fresh crop of directors and stars.

"Y-Films promises to deliver kick ass films of the youth, by the youth, for the youth and be the platform for new talent, both on screen and behind the scenes, who will challenge, change, break and set new rules of story telling," Ashish Patil, head of Y-Films said at the launch.

Y-Films is ready with three films - " Luv Ka The End" and " Virus Diwan" directed by Bumpy and "Mujhse Fraaandship Karoge" directed by Nupur Asthana".

Y-Films would come up with unconventional marketing strategies to promote their films.

"There are very aggressive digital strategies where lots of digital partners would come to play to help us. That's a challenge to the marketing process that was happening in the past. There was a template. By design Y-Films would burn those templates. All the things that we are going to do around marketing films would be pretty fresh," said Patil.

Creatively it would be completely independent of Yash Raj Films, claimed Patil.

"The only thing that we are tapping into as far the mother ship Yash Raj Films is concerned is production and distribution. Creatively its a completely new world. That's what is wonderful working with Adi ( Aditya Chopra) and Yashji," said Patil.

The first film "Luv ka The End" is slated to release May 6.

(TOI) (IANS)

LUV KA THE END - Teddy 'y-rals'

Y Films, the new youth films banner from Yash Raj Films is certainly out to make its mark with a fresh new take on films! They are starting off with a bang with Luv Ka the End! This anti rom-com starring Shraddha Kapoor is set to hit theaters this May. Not only will the films be unique they are going with a cool new way to begin the promotions of the films!

Check it: Whoever said Luv is hard wasn't kidding. Catch the mad Luv Ka the End Teddy 'y-rals' created by Y-Films.

Featuring the cute and cuddly Teddy Rhea, her boyfriend Teddy Luv and the hottie Teddy Nats in different settings - from a coffee shop, to the beach, a movie theatre and more. Each episode showcases how the cutie gets even with her cheating boyfriend in a graphic manner. But be prepared for some serious blood, pain and intestines - you have been warned - oh yeah, Luv will hurt!

(Bollyspice.com)

Yashraj Films launches Y films with movie ‘Luv Will Hurt!’

From the banner of Yashraj Films comes another production house with the name Y Films. It is a studio that promises to deliver kick-ass films of the youth, by the youth, for the youth. Y Films is ready with their first film Luv Will Hurt! that will hit the theatres on 6th May.

Yes, that’s quite timely, so you don’t have to wait long for a good film that too from the house of Yashraj Films. The first look of the film is up for you. As the name suggests Luv Will Hurt! is going to be a love story, and with the girl’s look on the poster one can understand it’s going to be a bitter-sweet love story. The movie’s promotion has kick-started through social networking sites. But the gal that features on the first look continues to be a mystery.

People have started making wild guesses about her. So, who do you think plays the actress in the film Luv Will Hurt? Deepika Padukone, Shruti Haasan or Shraddha Kapoor.

Check out the first look of Luv Will Hurt!:


(apunkachoice)

For More info visit http://www.yfilms.in/