No, that's not a new virus doing the rounds of the internet. It is, as per a Bombay Times report, Himesh Reshammiya's next film, Mudh Mudh Ke Na Dekh Mudh Mudh Ke. "He's gone crazy," is what a film journalist friend told me after I gave him this piece of news. But this piece isn't about Himesh (I'll devote some space to him later). This is about abbreviating the names of our three-hour-long masala movies.
I think the trend started with Qayamat Se Qayamat Tak aka QSQT in 1988. But it didn't really catch up till the mid-1990s when filmmakers resorted to naming their films after popular songs of the 1960s and 1970s. Critics realised that the four-word names would take up precious newsprint space. Hence, Hum Aapke Hain Kaun became HAHK and Dilwale Dulhaniya Le Jayenge became DDLJ. Karan Johar's Kuch Kuch Hota Hai was suitably given the 'chemical' short-form, K2H2. Kabhie Khushi Kabhie Gham became the higher-valent K3G.
I recently heard a foreigner asking for 'Osho' in Mumbai. It took me a while to realise that this firang film-buff wanted to know more about the Bollywood blockbuster, OSO (aka Om Shanti Om). Even the two-word Jodhaa Akbar found a mention in the review columns as JA. Thankfully, Chak De India wasn't referred to as CDI at the Filmfare Awards this year.
But what I find is that only the names of A-grade Bollywood films are abbreviated. Wonder if anyone will call Chudaail Ki Maut (it was playing at Capitol before the theatre shut down) CKM or suitably abbreviate Teri Hawas Mera Pyaar to THMP!