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Jab Harry Met Sejal to 2.0, film promotions get more innovative and grander

Makers of films such as Jab Harry Met Sejal, Judwaa 2 and 2.0 are going all out to promote the upcoming projects.

bollywood Updated: Jul 15, 2017 13:40 IST
Rishabh Suri
Rishabh Suri
Hindustan Times
Shah Rukh Khan,Akshay Kumar,Judwaa
Shah Rukh Khan visited Ahmedabad to meet all the girls named Sejal, as part of the promotions for his film Jab Harry Met Sejal.

Actor Shah Rukh Khan launched the first song of his upcoming film, Jab Harry Met Sejal, in Ahmedabad, amid the most number of girls named Sejal (Just so you know, he received 7,000 letters from Sejals from across India). Makers of Rajinikanth and Akshay Kumar-starrer 2.0 (set to hit screens in 2018) released a 100-foot tall hot air balloon, featuring the film’s poster, over the iconic Hollywood signage in Los Angeles, US. And actor Varun Dhawan has created a new verified Twitter account as his twin brother Raju — Varun’s character in the upcoming film, Judwaa 2. These are just some of the strategies that filmmakers and actors are adopting to create a buzz about their films. Their mantra? The grander the marketing, the larger the audience that will throng theatres to watch the film.

Promotions are inarguably the backbone of films today, says trade analyst Amod Mehra. “Makers have to come up with different strategies to let people know that they have a big film releasing. This innovation-driven trend was started by actor Aamir Khan for his film Ghajini (Aamir got cinema hall ushers to sport his character’s hairstyle), but everyone soon caught on,” he says.

Actor Varun Dhawan has created a Twitter account as his twin brother Raja for his next film Judwaa 2.

As for 2.0, its makers believe that their film is no less than a Hollywood production. “Indian films don’t reach out to people in foreign countries, except for when they’re part of film festivals abroad. So, we came up with the hot air balloon idea to let more people know about our film,” says Pappu, assistant director of the film.

Producer Boney Kapoor feels that the scale of promotions depends on the budget and content of the film. He says, “All depends on how deep the producer’s pockets are, and how ambitious the studio is. If the makers are insecure [about the film], they do more to promote their film.” Kapoor’s priority is a good trailer. “A film’s trailer is always the first point of impact. Promotions come second,” he says.

First Published: Jun 30, 2017 19:24 IST