Why are Bollywood biggies promoting each other’s films? | bollywood | Hindustan Times
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Why are Bollywood biggies promoting each other’s films?

Rivalries and box office clashes are common, but watching actors support each other on social media is a refreshing change.

bollywood Updated: Aug 19, 2016 18:16 IST
Yashika Mathur
Yashika Mathur
Hindustan Times
Actor Akshay Kumar’s film Rustom got a lot of support from other Bollywood celebrities such as Alia Bhatt and Ranveer Singh.
Actor Akshay Kumar’s film Rustom got a lot of support from other Bollywood celebrities such as Alia Bhatt and Ranveer Singh.(PTI)

Log into your social media accounts, and you’d see actors such as Hrithik Roshan and Sunny Leone dancing to the song, Beat Pe Booty, from the upcoming film, A Flying Jatt. It must be their film, you might presume. Don’t.

Watch: Tiger Shroff-Jacqueline Fernandez in Beat Pe Booty

In a never-seen-before Bollywood camaraderie of sorts, stars are extending support to fellow actors’ big releases by posting quirky videos and taking up challenges posed by the cast.

Thankful for the gesture, Tiger Shroff, who plays the lead in A Flying Jatt, says: “It’s sweet of the celebs to offer their help in any way. Sachin-Jigar have made good music for our film and I’m happy it’s helping us in promotions now.”

Read: Hrithik and Prabhu Deva had a Beat Pe Booty dance-off. And it’s mind-blowing

The same happened for Akshay Kumar’s film Rustom, which released on August 12. Salman Khan, Ranveer Singh, Karan Johar, Varun Dhawan and Alia Bhatt made fun videos doing a countdown to the release of the film.

“To put in time and effort for this (promoting fellow actors’ film) is a big thing. At a time when there are rumours of clashes between films, this is a good move by the industry to show we’re together. I hope this continues with other movies also,” Akshay had said.

It’s not just Bollywood stars. TV actors Divyanka Tripathi, Mouni Roy and Sanjeeda Sheikh also took the Beat Pe Booty challenge. “Bollywood and TV industries are very close to audience. Initiatives like these bring us actors and viewers closer. Also, such promotions are so much fun. Eventually the audience also start taking part in such videos and enjoy it,” says Tripathi.

Read: Better than Sonam? Helen, Waheeda Rehman dance to Prem Ratan song

However, does this hike the audience for the film? “It’s too early to say if such promotions really help or not because it has just started. I assume that Rustom made some impact on the mind of the fans after they saw the kind of bonding between celebrities. It might start translating into numbers also very soon. This trend is very healthy and hopefully it continuous because film industry is a very hypocritical world. Social media should be used to mend the bridges,” says trade analyst Amod Mehra.

Attempts to start a phenomenon like this have been made before. To promote Neerja earlier this year, actor Sonam Kapoor had asked Bollywood to make videos sharing how they overcame their fears. For Hrithik’s Krrish 3 (2013), Ranveer had danced in a busy market wearing the superhero outfit. There were also videos of celebs dancing to the title track of Sonam-Salman starrer Prem Ratan Dhan Payo (2015).

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