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A TINY TEASE NEVER HURT ANYONE!
Filmmakers are using fancy first looks to hook fans while the release dates are far off
While some filmmakers go the extra mile to protect the look of their film, there are others who choose to release the first look of their films way before its actual release. Films such Shah Rukh Khan starrer Raees, Ajay Devgn’s Shivay and the upcoming biopic on cricketer Mohammad Azharuddin already have their first looks out, even as they are scheduled to release next year.
Producer Krishika Lulla says that this pattern of releasing the looks of the film way before the film hits screens works well for makers as well as the actor. “I feel that this works in two or three aspects. Firstly, this gets the filmmaker to announce the release date of the film. This helps so that no other filmmaker decides to release on the same day. Also, it creates an awareness of what the actor is working on,” says Lulla, who also released the look of her upcoming film Bajirao Mastani a few days ago, while the film releases at the end of the year. “With Bajirao Mastani, we wanted to give the audience something every month. So, we might release a song in August. It helps keep up the excitement.”
Film distributor Rajesh Thadani agrees that releasing the first look helps market the film in a big way. “This really increases the curiosity level. Also, giving out the first look of the film works as a publicity stunt and helps the marketing activities in a big way,” he says.
Then, there are other films such as Priyanka Chopra’s Gangaajal 2 and Sonam Kapoor’s biopic on Neerja Bhanot — while their first looks are out, their release dates are yet to be announced.
Trade analyst Komal Nahta feels that unveiling a first look works only if there’s something very different about an actor’s appearance. “Many filmmakers are following the trend, but it only works for some. There has to be something very distinguishing in the look. For example, Shah Rukh Khan’s look in Raees is so different. No one has seen him sporting a similar look or character before. This is something that the audience will never forget,” he says.