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.