Long-time readers will know that I do not hate love stories.

 I Hate Luv Storys (2010) opens with a montage of clips from famous Bollywood movies in which the hero proclaims that he does not believe in love, only for him to declare his love by the end of the movie.  The voiceover by J (Imran Khan), this movie's hero, points out what a cliche the hero's sudden conversion is, but the movie is calling its shot: this is what's going to happen, yes it's a cliche, but you're going to like it anyway.

J is an assistant director for Veer Kapoor (Samir Soni), Bollywood's leading director of romantic films and an obvious, if affectionate, parody of Karan Johar.  Veer is planning a new film, a sweeping romantic saga called "Pyar Pyar Pyar," but it won't be like all those other movies, because this time they'll be filming in New Zealand!  J is less than impressed, because he's young and cynical and he hates love stories; he'd rather be working on a more serious film.  To fix his attitude, Veer assigns him to work on props under the direction of Art Director Simran (Sonam Kapoor).

Simran loves love stories; she grew up on romantic movies, and she works in Bollywood because it gives her a chance to live in that world.  She's dating her childhood sweetheart Raj (Sameer Dattani), who is handsome, attentive, and predictably romantic, sending Simran a white lily every day.  And she's met J before; he spotted her at a movie theater and tried and utterly failed to flirt with her.  Simran and J are bound to clash, and they do.  Things go so badly that J is in danger of being fired.

J goes to a dance party on the beach to blow off some steam, and meets and hooks up with Giselle (Bruna Abdullah), then they run into Raj and Simran, which does not help the frosty work situation.  In the light of day Giselle turns out to be annoying and shallow, so that relationship crumbles quickly.  

And then things start to change at work.  J and Simran share a few unguarded moments, make a connection, and become friends.  Good, supportive friends, even.  Simran challenges J's knee-jerk cynicism, and he makes her question whether her perfect life is as perfect as she thinks.  

And then the inevitable happens.  Simran realizes that her feelings for J are not so platonic.  She goes to confess her love but sees J with another woman, and they have an enormously awkward conversation about it.  J says he's never thought of her as anything but a friend, she apologizes for jumping to conclusions, and they part amicably, but it's clear that things have changed.  Simran is polite but distant, and arranges for a new props assistant, allowing J to resume working directly for Veer.  And it's just in time, because Veer needs help wrangling the movie's self-absorbed star, Rajiv (Aamir Ali), who functions as a composite parody with Shah Rukh Khan's career and Salman Khan's love life.

J mopes.  He mopes more when Simran leaves early to finalize things for the shoot in New Zealand, and his friend Kunal (Kavin Dave) slowly and carefully explains to him that he is in love with Simran after all.  When the rest of the production team arrive in new Zealand, Simran is still distant, but J tries to maker a grand romantic gesture.  Simran rejects him, because she doesn't trust his feelings and won't hurt Raj again.  can J win her back?  Will Simran take a risk to claim the life that she really wants?  Will true love win in the end?

Of course it will.  The opening montage spells out what's going to happen, and the big twist in the story is someone running away from the airport rather than running to it.  This is a movie that consciously chooses to lean into cliche.

Here's why it still works.  First, the "Bollywood behind the scenes" setting is both fascinating in its own right, and allows the movie to comment on itself, showing the cliches and then showing where they came form.  It also means that we can have a relatively grounded and character focused romance with all of the trappings of a grand romantic saga.

And then there are the side characters, who should be one dimensional stereotypes but get a surprising amount of respect form the storyline.  Giselle, the one night stand who was only there to show the limitations of J's playboy lifestyle, comes back to play a small but pivotal role, and while she's still annoying and kind of shallow, she's also kind kind, and J actually recognizes her as a real person with agency.  And while Rajiv is absolutely a self-absorbed doofus who is entirely too proud of his own backside, all the romantic movies he's made have given him a genuine insight into matters of the heart.  

I Hate Luv Storys might pretend to be a parody from time to time, but it's not a parody at all.  This is a love letter to Bollywood romance, borrowing the imagery of the silver screen to mythologize a very humble and ordinary romance.  It delivers exactly what it promised.