BOL­LY­WOOD’S NET PROGRESS

The film frat is us­ing the web to pro­mote films, re­lease trail­ers and more

Hindustan Times (Patna) - Live - - Front Page - Medha Shri Dahiya medha. dahiya@ hin­dus­tan­times. com

Sukh E, mu­si­cian I re­leased my film on the in­ter­net be­cause there was no other win­dow for my prod­uct. The thing with the in­ter­net is that it is not for­mat-bound

D irec­tor Su­joy Ghosh’s 14-minute short-film, Ahalya, was di­rectly re­leased online this week. And Ghosh isn’t the only one min­ing the power of the world­wide web. Many of his in­dus­try col­leagues are us­ing it to launch the teasers, re­lease first looks of their films, among other pro­mo­tional ac­tiv­i­ties.

“While it surely is a cost­ef­fec­tive way of pro­mot­ing a film, it also has huge reach be­cause the in­ter­net has be­come all-per­va­sive. So it makes sense to utilise it and draw mileage out of it,” says trade an­a­lyst Atul Mo­han.

Ghosh says that the in­ter­net has also opened up a plethora of av­enues for the cre­ative kind. “I re­leased my film on the in­ter­net be­cause there was no other win­dow for my work. Where else would I have re­leased a 14-minute story? And again, it is one plat­form which helped me reach so many peo­ple. The thing with the in­ter­net is that it is not for­mat-bound, so you can let your cre­ativ­ity run loose,” says Ghosh, who be­lieves that an ad­van­tage is that one gets in­stant re­ac­tion — good or bad.

Di­rec­tor San­jay Gupta ob­serves that re­leas­ing a teaser of the film online “has per­sonal con­nect”, un­like in a the­atri­cal re­lease.

In fact, ac­tor Shah Rukh Khan also tweeted about ‘crazy fan’ spray­ing graf­fiti on his bun­ga­low’s walls. The tweet got picked up in no time and cap­tured his fans’ imag­i­na­tion. Only later, ev­ery­one re­alised that it was a pub­lic­ity gim­mick for one of his up­com­ing films. Just like re­leas­ing a mo­tion poster or a first look poster saves pub­lic­ity cost, cre­at­ing buzz online also saves money while piquing au­di­ence’s in­ter­est.

Rap­per-singer Sukh E of Jaguar fame says, “Your dig­i­tal foot­print de­ter­mines how fa­mous you are in the mu­sic cir­cuit.”

And Mo­han makes another point, “All the trail­ers, teasers, et cetera can gen­er­ate a lot of money. Ev­ery hit the video gets, and the ads you see there, all that is ac­tu­ally money.”

Nawazud­din Sid­diqui and Sal­man Khan posted a dub­s­mash video to pro­mote Ba­jrangi Bhai­jan; Gan­gaa­jal 2 is be­ing pro­moted on the web; singer Sukh E says that online pop­u­lar­l­ity of a song is di­rectly pro­por­tional to the chances of a song be­com­ing a hit; SRK cre­ated buzz about his film Fan on Twit­ter; Film­maker Su­joy Ghosh’s Ahalya was re­leased online re­cently

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