Movie trailers are the new 100-cr club

  • Debasmita Ghosh, Hindustan Times, New Delhi
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  • Updated: Nov 06, 2013 18:03 IST
  • Dhoom:3 is all set to release on December 20. The film stars Aamir Khan, Katrina Kaif, Abhishek Bachchan and Uday Chopra.

  • Aamir Khan

    Aamir Khan plays Sahir, the car thief.

  • Abhishek Bachchan reprises the role of Jai, the super cop.

  • Katrina Kaif's character is called Aaliya.

  • Katrina Kaif will be reportedly playing the twin protagonists in the remake of the 1972 super hit Seeta Aur Geeta, which starred veteran actor Hema ...

  • Uday Chopra is back as Ali.

  • Uday Chopra

    Aamir Khan bares his back.

  • Harley-Davidson, Street 750, 12th Auto Expo

    Aamir Khan has done some marvellous bike stunts in Dhoom:3.

  • Aamir Khan

    Katrina Kaif looks uber sexy in Dhoom:3.

  • Aamir Khan

    Aamir Khan sporting a menacing expression in Dhoom:3.

When actor Hrithik Roshan visited us a day ahead of the release of Krrish 3, he proudly said, “The film’s trailer has already got over 17million hits, so I’m confident about its success.”

The film has indeed done record business at the box office, and Hrithik was right when he said a film’s fate can be gauged well by the number of hits on its trailers well before the whole reel unfolds.

“It’s certainly heartening to see the response of the trailer and the teaser, and YouTube has become a judicious marketing platform, with a worldwide reach for us to put out content, and get instant audience response,” says Rafiq Gangjee of Yash Raj Films. YRF’s upcoming film, Dhoom 3, already has around 6.5 million hits on its trailer in less than a week.

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.

 

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