New bag of tricks for Bollywood

Oct 26, 2011 - Joginder Tuteja

Six to eight weeks are no longer sufficient to promote a Bollywood film. Six to eight months are. Inspired by the nine-month-long promotional campaign of Ra.One, newer films in B’town, like Rowdy Rathore, Ladies Vs. Ricky Bahl, Khiladi 786 and Don 2 are following suit.

“The first look of Rowdy Rathore has already been released even though the film will only release in June 2012,” points out a trade source. “You will see a similar trend kicking in across Bollywood.”
Akki’s other film, Khiladi 786: Made in Punjab has announced its Diwali 2012 release date well ahead of time, including showcasing the first look. A filmmaker explains, “When you publicly declare the release date of the film, along with the posters, you are sending out a message to your production team that they have to pull up their socks and work backwards to meet the deadline.”
Will this long-term campaign pay off? It’s wait and watch for now.

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