Since marketing has become essential for films, producers are coining ‘innovative’ ideas to promote their films, including launching merchandise and hanging fake corpses from hoardings across the city.
Now, teenagers have now been invited to smash cars as part of the promotional activity for Udaan that releases on Friday.
The idea was suggested by co-producer Anurag Kashyap who drew inspiration from a scene in the film where Rohan (Rajat Barmecha), frustrated with his father (Ronit Roy), goes for a drive in the family car and smashes it with a rod to vent out his frustration."The scene is a sign of Rajat’s defiance. He also comes to terms with his anguish and expresses it by smashing the car," states Kashyap, adding that he could relate to the scene.
“Teenage years are a mix of emotions. Frustration is usually felt but not always expressed. Everyone may not have gone through Rohan’s experience, but everyone present at the event can feel his liberation. Our idea is to provide people with an outlet to express themselves,” adds the filmmaker.
The UTV Motion Pictures team has ensured that everyone has fun at the event without any injuries. Shikha Kapoor, senior vice president, marketing, says, “We’ll have an ambulance on standby. We don’t want any injuries and youngsters can candidly express their feelings.”
Barmesha will kickstart the event by striking the hammer first, followed by everyone else at the event. The producers are getting an old Contessa car, to keep it as close as possible to the car used in the film. In case of unavailability, they will opt for another car.
Considering that UTV had run into legal trouble for hanging corpses from the hoardings for Agyaat, they’re anticipating they won’t be booked for vandalism this time. “After the youngsters smash the car, there will be no hope of getting it repaired and put back to use,” Kapoor says.