As far as I'm concerned, Scarlett Johanson doesn't need superpowers. But she and the rest of the Avengers have a brand new one: the ability to sing in Hindi.
For the past several years now, as Hollywood has sought to compete with Bollywood in India's fast-growing movie market, producers have been flirting with new and improved ways to make foreign films popular -- including creating special soundtracks with original Hindi songs to lure audiences.
What's the logic?
Well, to begin with, soundtrack sales often account for as large a slice of an Indian production's revenue as ticket sales. But it's not only that.
So-called "film songs," which are shown in abbreviated form ad nauseam on channels like MTV, Channel V, Zoom and Etc, act as stand-ins for the movie trailers used by Hollywood. With no song to show, you've got nothing to sell.
Following Disney's acquisition of India's UTV from entrepreneur Ronnie Screwvala earlier this year, though, the company already looks to be pushing the envelope. According to today's Hindustan Times, the US premiere of the film will feature a video of the film's Hindi theme song, Hello Andhero, composed by Mumbai-based Agnee.
If you're headed for the red carpet, tell 'em you saw it here first.