Filmmakers go on publicity overdrive

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The film’s releasing today but the buzz about it started many months back. Ek Thi Daayan, a supernatural thriller by Balaji Motion Pictures, is a film that sets an example for having the most aggressive promotional strategy in recent times.

The promotion of the film kickstarted with the controversial visit of the cast and crew to the Kumbh mela, and went on a mega publicity mode on TV with the launch of an eight-part TV series Ek Thi Naayika, and then launching a series of Hindi novellas for the small-town audience. While the box-office verdict remains to be seen, it has certainly created a buzz all around.
And it’s not the only film on a promotional overdrive. To create the right buzz for their films, many filmwallahs are putting in all effort possible. For his upcoming film Fukrey, Farhan Akhtar wanted to underline the college element and thus launched the trailer of the film in a college spiced up with samosa and cutting chai. The first look of Lootera, a romantic period drama starring Ranveer Singh and Sonakshi Sinha, was launched at Liberty Cinema, one of the oldest theatres in Mumbai. Even songs are launched in a big way. The Ala Re Ala Manya Ala from Shootout at Wadala saw a big launch recently with John Abraham coming to address the press in the character’s costume.
A considerable amount of money is spent in the planning and executing of promotions of films, we check with the people involved about how important the promotional strategies are for them and if they really help in making a film a box office success.
While there are some who think that the success of a film these days solely depends on the content, most filmmakers or people involved with the business of films are of the opinion that promotions play a vital role in the business.
Prerna Singh, chief marketing officer, Balaji Motion Pictures, says that Ek Thi Daayan needed an excessive promotion drive to make the audience aware that there’s something for everybody in the film. “We tried to ensure that our marketing initiatives maximise engagement and impact within the core target group and the opinion makers,” she says.
But Raj Nidimoro, director of Go Goa Gone starring Saif Ali Khan that will hit the screens in May, says that excess promotion runs the risk of backfiring. “There’s always a risk of playing with the audience’s sentiments. What if the content of the film doesn’t match the kind of hype created by the promotional strategies? It may anger the audience. Hence, promotions should always be balanced,” says Raj, who started the promotion of his film just few weeks before the release.
However, Yusuf Shaikh, business head, Film Distribution, Acquisition and IPR management at Percept Picture Company, thinks that promotions create a hype that ensures the film will get audience at least for the first three days. “The reviews, content, etc come into consideration after that and by then the cost of the film has already been recovered,” he says and also points out that some small budget films in the past, like Ragini MMS and LSD have done exceptionally well because of the right kind of promotion.
Some have a very liberal approach. Rahul Mittra, producer of the Saheb Biwi aur Gangster films and the upcoming Bullet Raja, says that the marketing of a film should be a slow process. “Instead of a promotional overdrive, creating a gradual buzz with an interesting title that raises curiosity, or giving away a little about the film, etc can work better,” concludes Mittra.