A TINY TEASE NEVER HURT ANY­ONE!

Film­mak­ers are us­ing fancy first looks to hook fans while the re­lease dates are far off

Hindustan Times (Patna) - Live - - Front Page - An­juri Na­yar Singh an­juri. na­yar@ hin­dus­tan­times. com

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.

MO­HAM­MAD AZHARUD­DIN BIOPIC

First look re­leased on: May 2015 Movie re­leas­ing in: May 2016

SHIVAY

First look re­leased in: May 2015 Movie re­leas­ing in: Jan­uary 2017

MS DHONI: THE UN­TOLD STORY

First look re­leased in: Sept 2014 Movie re­leas­ing in: De­cem­ber 2015

RAEES

First look re­leased in: July 2015 Movie re­leas­ing in: July 2016

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.