Film pro­mo­tions are get­ting more in­no­va­tive and grander by the day. We take a look at the trend

Hindustan Times (Patna) - Live - - Front Page - Rishabh Suri PHOTO: VI­RAL BHAYANI

Ac­tor Shah Rukh Khan launched the first song of his up­com­ing film, Jab Harry Met Se­jal, in Ahmed­abad, amid the most num­ber of girls named Se­jal (Just so you know, he re­ceived 7,000 let­ters from Se­jals from across In­dia). Mak­ers of Ra­jinikanth and Ak­shay Ku­mar-star­rer 2.0 (set to hit screens in 2018) re­leased a 100-foot tall hot air bal­loon, fea­tur­ing the film’s poster, over the iconic Hol­ly­wood sig­nage in Los An­ge­les, US. And ac­tor Varun Dhawan has cre­ated a new ver­i­fied Twit­ter ac­count as his twin brother Raju, his char­ac­ter in the up­com­ing film, Jud­waa 2. Th­ese are just some of the strate­gies that film­mak­ers and ac­tors are adopt­ing to cre­ate a buzz about their films. Their mantra? The grander the mar­ket­ing, the larger the au­di­ence that will throng theatres for the film.

Pro­mo­tions are inar­guably the back­bone of films to­day, says trade an­a­lyst Amod Mehra. “Mak­ers have to come up with dif­fer­ent strate­gies to let peo­ple know that they have a big film re­leas­ing. This in­no­va­tion-driven trend was started by ac­tor Aamir Khan for his film Gha­jini (Aamir got cin­ema hall ush­ers to sport his char­ac­ter’s hair­style), but every­one soon caught on.”

As for 2.0, its mak­ers be­lieve that their film is no less than a Hol­ly­wood pro­duc­tion. “In­dian films don’t reach out to peo­ple in for­eign coun­tries, ex­cept for when they’re part of film fes­ti­vals abroad. So, we came up with the hot air bal­loon idea,” says Pappu, as­sis­tant di­rec­tor of the film.

Pro­ducer Boney Kapoor adds that the scale of pro­mo­tions de­pends on “how deep the pro­ducer’s pock­ets are, and how am­bi­tious the stu­dio is”. His pri­or­ity is a good trailer. “A film’s trailer is al­ways the first point of im­pact. Pro­mo­tions come sec­ond,” says Kapoor.


(Top to bot­tom) Pro­mo­tions for up­com­ing films 2.0, Jab Harry Met Se­jal and Jud­waa 2

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