Brand & Consumer Decision Making – Part 2

Inception

As the movie reels came to an end, the hall erupted with signs of appreciation. Many, including me, thought it was appropriate to give the movie a standing ovation as others chose to clap for a while from their seats. My friend immediately called his girlfriend to recommend the film. As we were coming out of the theatre there were some visible signs of discontent (or more appropriately disappointment) as well. ‘I was not able to grasp what he was trying to convey’ said one. ‘I was expecting a lot more. After all this man had made Memento’ commented other.

Till evening more reports started filtering in, courtesy Social Networking media – and they were not as unanimous as I had initially thought they would be. My brother was effusive in his praise for the movie and recommended it to everyone in his very own distinctive way. A friend in Bangalore was disappointed that the movie did not provide further depths to the characters and probably some more complexity to the plot. Another friend in the office argued that Memento was a much better product offering from the director. To me, it is the best motion picture to come out this year till now – it challenges its viewers, engages them and at the same time entertains them.

Dreams have enthralled and intrigued many. Nolan makes this interesting aspect of our life the theme of his film. Imagine yourself to be a person who can extract information from anyone by entering into his / her dreams – Sounds exciting? That is the job of Dom Cobb (Leonardo DiCaprio). He is an accomplished dream extractor struggling with the demons of his past. And no, he does not do his job alone – he needs a team of experts. The team would ideally have an ‘architect’ to design the dream world (played by Ellen Page), a ‘point man’ to do research on the target, a ‘forger’ to impersonate someone in the dream sequence and a ‘chemist’ to formulate drugs required to sedate so that the concerned persons can enter into the dream state (played by Indo American Dileep Rao). Had it been an ordinary movie or even for that matter a Bollywood product this would have been enough. Not here – one needs rules to operate in the dream world. Thus, we are introduced to the concepts of projections, physics of dreams and its different layers and how ‘death’ and ‘pain’ work in ‘dream world’. We slowly start understanding this intricate world and become a part of it. The thrill begins when one of Cobb’s jobs goes wrong and he is offered a choice – to walk away or earn his freedom by using his skills to perform a nearly impossible task. He is hired by a businessman to implant an idea in the mind of the heir of the rival firm – the act of implantation being called ‘inception’. ‘Inception’ is apparently impossible because in the longer run the mind can decipher the deception and realize that the idea was not original.

Inception takes a leap at this stage and it is a big leap – from an apparent ‘sci-fi’ it becomes part ‘sci-fi’, part ‘thriller’, part ‘mindbender’, part ‘philosophy’ and part ‘heist movie’. We are drawn into each and every aspect of planning done by team and engrossed into the actions which unfolds on the screen. The maker of ‘The Dark Knight’ does not forget to add grandeur which makes the movie a visual treat. To add to it there are some stunning chase sequences which keep the viewers on the edge of their seats. And there was something more as well – the depiction of how detailed planning and admirable teamwork is important for achieving something big (I acknowledge that this spirit has been depicted in many other good movies but what is the harm in highlighting a good thing which probably would be missed by many while watching this well made movie).

In the end, ‘Inception’ works because it seamlessly weaves together reality and dream. One of my friends was keeping the track of the ‘level of the dream’ in which the action was going on. It also works because after a long time a genuine entertainer has hit the cinemas, which challenges you to use your intellect. It works because Leonardo DiCaprio is convincing in his act and is supported by a great cast. And finally it works because it keeps you guessing till the very end (and by that I mean till the very end).