Bollywood took a leap forward in 2001 when the government gave it industry status, that is, banks were allowed to lend to it money. Cash from criminals was previously thought to finance many movies, legitimate funds helped in making the industry professional. But until very recently, the films themselves did not change much. Marketing, profit and loss are very much a part of it. Like any other field here also there is huge competition and competitors. So bollywood giants like UTV, Sony pictures, Reliance entertainment etc are doing aggressive marketing. They simply promote or “market” their “product” or film. This has become compulsory to get money back as soon as possible from a huge, uncertain and unstable customers.
picture source: karunakar guttikonda (picasa)
Big production houses like UTV, Sony etc spend about 40-45% of their budget in promotion and so on. However, now-a-days, there is competition in promotion also. Every time they want to try a new idea to promote. These creative promotions became popular after Bollywood's perfectionist Aamir Khan’s creative promotion of Taare Zameen Par and Ghajini. For Ghajini he made 8 pack abs and new hairstyle, which was later known as Ghajini style (a huge success in publicity). Just hoardings, posters, interviews, muhrat, song release ceremony have become out dated. Now they are trying something 'new'.
Spice has also become a part of modern marketing recipe. Sometimes it adds flavour or ruins the preparation. Anurag Basu’s Kites made its promotion through controversy. There was a huge gossip about the Hrithik-Sushan-Barbara relation. It became big news. People became curious about the film and this ploy reaped dividends. In first three weeks the film had an impressive box-office presence before failing in the long run. Huge publicity did help in infusing some life in an otherwise dull movie.
Another example is, Dabangg. Salman Khan and Sohail Khan production made history. Everyone loved Chulbul Pandey and there was a craze for Dabangg sunglasses with love sign on it. Dance steps became famous as Dabangg step. Publicity did wonders for the film!
Promotion is also done through various reality show or soaps. Main lead actors of a film slated to be released appear in various reality shows. During the times of KBC 1 Madhuri Dixit came in the show to play as well as to promote her next film Devdas, opposite of Shahrukh Khan and Aishwarya Rai. But now-a-days it is a trend. Lafangey Parindey, Dabang, Anjana Anjani etc all used the platform of reality show to promote themselves.
Now various soaps and serials have became promotional agents. To promote the film Khatta Meetha, Akshay Kumar Arrived at the set of Sasural Genda Phool-a serial of Star Plus. Recently for the film Bodyguard Salman Khan was seen in the sets of Na Aana Iss Desh Lado another soap of the channel, Colours. After all it needs to be remembered that- “Jo dikhta hai wohi bikta hai!"
About the Author-
Moon Jana is an announcer at All India Radio, Siliguri, West Bengal, India. She did her Masters in Journalism & Mass Communication from Visva-Bharati University.
Disclaimer: The opinions expressed in this article are those of the author, and they do not reflect in any way those of the Dispassionate Observer.
