Ranbir Kapoor believes that, apart from acting well, marketing a film in the right way is also important. He says the process is "very taxing" and there are many facets of film promotion that Bollywood is yet to understand.
Talking about why effective promotion of a film must be a priority, Ranbir says, "It is very important because you want a large audience to know that your film is releasing. The only way to express that is through the media. But I don’t think you should overexpress yourself; there has to be a limit. You should know the kind of communication that should be put out there."
Ranbir also feels that the process of marketing films has changed over the years. "There was a time when I used to promote a film for 25 days. But now, promotions last for only 12 days. It also depends on your stardom. I don’t think Salman Khan needs to promote his films. Just the fact that a movie stars him makes people want to watch it," says the young actor, who insists he is a novice in the game.
While Ranbir feels that most people in Bollywood don’t "understand digital platforms well, and are still doing things that are old school", he feels that Aamir Khan has cracked the code. The young actor considers Aamir an inspiration and takes advice from him. "He understands film marketing really well. I sit with him for all my films. I ask him, ‘Aamir sir, they’re asking me to go on this reality show, should I go?’ At times, he flatly says no. He’s very good with that," says Ranbir.
The actor also says that Aamir understands the reach of a film. "He knows how much a film needs to be promoted. Each film comes with a different plan. I have not understood that yet; so, I’m still learning from him," says Ranbir.