Even fleeting teasers to trailers before the full-fledged promo, and hi-tech 3D posters (first used for Ek Tha Tiger) have started gaining steam. “These assets help create an appetite for what’s still to come,” says Ganjee. Nitin Bawankule of Google India says there is a sudden spurt to the trend. “Apart from the organic views, we do offer ways to promote trailers, and the costs vary drastically for every campaign,” he says.Trade analyst Atul Mohan, however, feels that ‘hits’ may not always be a success parameter. “Films like Boss had millions of hits but saw little success, and I can see a similar fate for Sunny Leone-starrer Jackpot, that has got over 6mn hits,” says Mohan. “The hits are often not genuine. Producers hire agencies to increase them ... there is a profit sharing agreement between them and You Tube,” says an industry insider, wishing not to be named.