BIG FILMS, BIGGER PUBLICITY
Film promotions are getting more innovative and grander by the day. We take a look at the trend
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