From Ghajini haircut,Dev D's lustline to Chandni Chowk's bus
Moving beyond posters and trailers, several new films have adopted novel pre-release campaigns. The big gun is Chandni Chowk to China, writes Minakshi Saini.entertainment Updated: Jan 16, 2009 21:58 IST
As the bar is raised for overall gloss with every new big film, so is it for publicity. Moving beyond posters and trailers, several new films have adopted novel pre-release campaigns.
The big gun is Chandni Chowk to China. Seven being the lucky number for hero Akshay Kumar, the producers organised seven premieres — from Hollywood to Dubai to Bangkok — flying the cast and director in a private jet. The first was in Burbank, California, on January 7, a red-carpet event. The seventh, in Delhi on January 14, was a paid premiere, but the lead stars did fly down here to promote the film. The date of the worldwide release — January 16 — also adds up to seven.
What’s more, Akshay, who carried the Special Olympics torch in Delhi in December, started his run in Chandni Chowk and since the torch will go on to Shanghai, China, there is a symbolical connection with the film. “It’s a pleasant coincidence to begin this drive from Chandni Chowk, the place which is closest to my heart,” he said.
To plug Anurag Kashyap’s Dev D, starring Abhay Deol, producer UTV Motion Pictures has launched the film’s website with a special ‘lust-line’ where callers can ‘talk ditry’. Kashyap says, “The lust-line is in sync with the film’s mood. It’s about youth and the changing morality.” UTV plans to market Dev D condoms as well.
For Raaz — The Mystery Continues, the makers have set up a spooky short-film talent hunt on ibibo.com. Five winners will get to attend a session on filmmaking with director Mohit Suri.
Before this, Aamir Khan played barber, giving people his Ghajini haircut; Rab Ne Bana Di Jodi had a portal for audiences to upload their own dance videos; and Ram Gopal Varma announced Rs 5 lakh for any viewer who could watch Phoonk alone in the hall.
Lust-line ka dhoka!
The Dev D ‘lust-line’ is supposed to have newcomer Kalki Koechlin speaking to callers. But a reader, Sailesh Singh, 25, wrote in to tell us: “It is a hoax!!! I call the lust-line, and this woman, with this incredibly husky, sexy voice,
offers to talk naughty with me in several languages! I choose English, and she says I can get a poster… a poster!!! And the IVR options keep routing me back to ‘Which language would you like me to talk to you in…’ What the hell! It’s all bogus, this lust-line!” Well, you could try your luck at 022-61424800.