Bollywood turns to online promotions

Now, movie promos are being premiered on internet social networking sites and not on TV, writes Namya Sinha.

Teasers and trailers on television have become passé. Now movies are being promoted on the internet—on social networking sites like Facebook, Orkut and My Space.

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First one
Subhash Ghai first kicked off the trend with promos of Black and White first appearing online. Now Yash Raj Films is promoting Tashan intensively through Orkut and Facebook.

On Facebook, the Tashan community has over 200 members. Eight teasers from the movie are available here, and the wall is full of posts from members discussing the movie.

The community on Orkut has more interactive features, such as forums and polling booths, and has more than 1000 members. Channels like MTV, Disney and Sony Entertainment Television are also active on Facebook. MTV has plans to bring Roadies to Orkut.

It’s powerful
Ashish Patil, general manager, MTV, says, “Social networking sites are a very powerful medium to supplement television. They are farmore laser-targeted.On TV there is far too much wastage. In communities, you have people who share their interests with you. And of course it’s all free.”

The social networking websites are also a means of getting feedback. MTV, for example, keeps tabs on viewers’ responses.