FILM PROMOTIONS- A PARADIGM SHIFT!
Film Promotions have changed a lot over the years. Previously we just had press meets when the print media used to meet the stars and the ﬁlmmakers and then there were radio spots and radio programmes and with the advent of television we had sponsored songs from the ﬁlms and now with the advent of the electronic media , the grammar of ﬁlm promotions has changed considerably. Recently during the promotion of his ﬁlm Toilet- Ek Prem Katha, the star of the ﬁlm and the producer too Akshay Kumar had invited the BMC Clean up marshals as the chief guests for his press conference and he had a long conversation with them regarding their experiences and their advice for the citizens and one should keep their surroundings clean. It was good to see the hardworking marshals who never get their due come on a platform with a big star like Akshay Kumar and that must have made their day and they must be blessing Akshay Kumar. Previously during the promotions of Ghajini , Aamirs unique hair do in the ﬁlm was borrowed by the ushers of many theaters and they had tonsured their heads in the same way that Aamir had done for the ﬁlm and it had created quite a stir. SRK promoted two of his ﬁlms RA ONE and Raees by taking train trips to Lonavala and Delhi and in one such melee on a station to see the superstar one person died and there was a lot of controversy about it. Recently the QUEEN Kangana Ranaut who for her ambitious production Manikarnika Rani Laxmibai took the press to Benares for an unique mahurat of the ﬁlm and it was splashed all over in the print and electronic media. The PR Machinery is working overtime today to think of new ideas to promote their high proﬁle clients ﬁlms. Those days of covering shootings on locations and cozy dinners in the stars hotel rooms are passé today. Today events are held at malls and colleges to promote the songs of the ﬁlms. But the question to be asked is whether these kinds of promotions really help in drawing the crowds to the theaters on the opening day or even in the weekends. Because what ultimately counts is the word of the mouth and then the increase in the footfalls. But yes such promotions do give certain credibility to the ﬁlm and the audience is aware that such a ﬁlm is releasing soon and their curiosity level is high and this generally brings in the audiences but the rest depends on the content of the ﬁlm. Today stars promote their ﬁlms by appearing on popular TV shows like Kapil Sharma’s show which has become the norm for all releases and even the stars are positive about appearing on such shows and certain Hindi stars are known also to appear on Marathi and other regional shows like Salman Khan and recently SRK and Anushka Sharma did appear on the popular celeb lampooning show Chala Hawa Yeun Dya on ZEE Marathi. Well, IT’S VOX POPULI! Give the audiences what they want!