Releasing on Nov 5: Golmaal 3, Action Replayy | entertainment | Hindustan Times
Today in New Delhi, India
May 23, 2017-Tuesday
-°C
New Delhi
  • Humidity
    -
  • Wind
    -

Releasing on Nov 5: Golmaal 3, Action Replayy

After we achieved success by releasing Golmaal Returns two years ago and All The Best last year during Diwali, we felt this is the right time for this genre of film.

entertainment Updated: Oct 23, 2010 23:44 IST

Golmaal 3
Starring: Ajay Devgn, Kareena Kapoor, Arshad Warsi, Tusshar Kapoor, Shreyas Talpade, Mithun Chakraborty, Ratna Pathak Shah

DIRECTOR: Rohit Shetty

After we achieved success by releasing Golmaal Returns two years ago and All The Best last year during Diwali, we felt this is the right time for this genre of film. People are in a celebratory mode, and the atmosphere all around is really vibrant.

The industry has great hopes when a film is releasing during Diwali. If it does well, then not only the director and the actors, but the whole team, including the technicians, benefit.

While most producers and directors would like their films to open during the festive period, at the end of the day it all depends on the work schedule. We released Golmaal Returns on a Wednesday, and since it was the Diwali holiday, we benefited from the extended weekend.

It is important for the movie to be a feel-good entertainer. I don’t think people will be receptive to an intense or tragic subject during the festive season. Salaried people, who form a major chunk of the population, get Diwali bonuses at this time. The family keeps a part of its festive expenses aside to spend on films. So ticket sales are higher by at least 25 per cent than during any other time of the year.

MARKETING STRATEGIES
The producers have tied-up with both Emami Pain Relief and Bagpiper Soda, which the lead actor, Ajay Devgn, endorses.
The producers have also tied up with Nickelodeon, which goes off air for an hour during this time of the year in India because the film's team wants to stress the importance of playing outdoors instead of computer games.
Dino Morea’s Cool Maal label has been roped in for merchandise like mugs, bags, T-shirts, etc. Mreover, the cast and crew will give away the merchandise to winners of promotional contests.

The team will visit seven cities, where they have chalked out a different promotional event for every location.


Action Replayy
Starring: Akshay Kumar, Aishwarya Rai Bachchan, Neha Dhupia, Randhir Kapoor, Kirron Kher
DIRECTOR: Vipul Shah

Diwali is the biggest festival in India and people have various ways of celebrating it. But no celebration is complete without watching at least one film with the whole family. This makes the festival very significant for the film industry.

A festival can accommodate two big films at most, so producers usually lock in the dates at the start of the year. I don’t think any producer or star has a monopoly over the festival per se. Earlier Yash Chopra, and Karan Johar released films with Shah Rukh Khan because they were larger than life, colourful, vibrant, had great music, etc — all suitable for this festival. This is the third year that they don’t have a film releasing at this time.

While we look forward to 30 per cent higher business during Diwali, we’re also aware that the disappointments are directly proportionate to the huge expectations.

If the film can’t lift the audience’s mood and spirits further, then they’re more disappointed than otherwise. That is a chance we all take, but the upside is higher and that’s why it is more attractive.

(As told to Hiren Kotwani)

MARKETING STRATEGIES
Two months before the release, Akshay Kumar chose go retro in real life. So wherever he went, he dressed up in 1970s-style outfits.
Recently, Akshay played a DJ at the film’s Retro Musical Nite at Poly Esthers, Colaba. To perfect his table-turning skills, he even trained a bit at a discotheque in Bangkok.
Tomorrow, Akshay will take his co-star Aishwarya for a drive in an Impala Dodge around the city. Besides, he’ll also show today’s youth the fine art of wooing a girl, in 1970s fashion.
Any TV shows on which the actors appear in order to promote the film, will see the hosts dressed in retro style. Apparently, Amitabh Bachchan will sport his Deewar look when the Action Replayy pair comes for a quiz round on KBC 4.