In the ever-evolving world of Bollywood, the methods used to promote films have undergone a significant transformation. Gone are the days when a film’s success relied solely on posters plastered on city walls, and announcements blared from auto-rickshaws. Today, film promotion is a sophisticated, multi-faceted process, leveraging technology, media, and strategic marketing to capture the audience’s attention. As these strategies have changed, so too has our ability to predict whether a film will be a hit or a flop.
The Old School of Film Promotion: Posters, Mikes, and Jubilees
Decades ago, the promotion of a Bollywood film was a straightforward affair. Posters of upcoming films were put up on walls in cities and villages alike. These posters were often the first glimpse that the audience had of a new film. In some cases, actors like Aamir Khan would personally take to the streets, pasting posters on auto-rickshaws to spread the word about their films. Buildings in prominent areas were adorned with large paintings of the lead actors, making the film’s release an event to remember.
Promotions also involved announcing film releases through loudspeakers mounted on auto-rickshaws and tempos. These vehicles would drive around neighborhoods, creating a buzz and building anticipation for the movie. A film’s success was measured by the number of tickets sold—if a film was successful, tickets were often sold in black markets at inflated prices. The celebration of a film’s silver or golden jubilee was a clear indicator of its success at the box office.
The Modern Era: Strategic and Digital Film Promotions
Fast forward to the present, and the landscape of film promotion has completely changed. Today, the promotion of a film starts long before its release, beginning with the unveiling of the first poster. This is followed by the release of teasers, which often come with unique titles to build curiosity. For instance, when Shah Rukh Khan released the teaser of his film Dunki, it was cleverly titled Dunki Drop 1 to grab attention.
In the modern era, the trailer of a film is perhaps the most crucial element in its promotion. Trailers are meticulously crafted to give the audience a taste of the film’s storyline, visual appeal, and star power. The impact of a trailer can often determine whether a film will be a hit or a flop. Savvy viewers today can gauge the potential success of a film simply by watching its trailer. A well-received trailer can create a positive buzz, while a poorly received one can spell doom for the film even before its release.
The Power of a Trailer: Hits, Flops, and Controversies
The importance of a film’s trailer cannot be overstated. In many cases, the trailer sets the tone for the audience’s expectations. A powerful trailer can generate immense excitement, while a lackluster one can lead to disinterest. For example, the trailer for Amitabh Bachchan and Prabhas’ film Kalki 2898 presented a complex storyline that initially left audiences confused. Amitabh Bachchan’s character seemed sidelined, raising concerns among his fans. However, despite the initial skepticism, the film went on to become a box office success, thanks in part to Prabhas’ star power and the strong performances that followed.
On the flip side, trailers have also led to the downfall of films. When the trailer for Prabhas and Saif Ali Khan’s Adipurush was released, it sparked outrage over the dialogues, costumes, and overall look of the characters. The negative response was so overwhelming that the filmmakers had to re-shoot certain scenes and remove controversial dialogues. Despite these efforts, the film failed to resonate with the audience and ultimately flopped at the box office.
Similarly, Salman Khan’s films Kisi Ka Bhai Kisi Ki Jaan and Bharat faced criticism right after the release of their trailers. The trailers failed to impress, and this lack of enthusiasm carried over to the films themselves, leading to disappointing box office performances.
The Changing Role of Media Events in Film Promotion
In today’s Bollywood, the launch of a film’s trailer is often accompanied by a grand event. These trailer launch events are meticulously planned, with media from across the country invited to Mumbai, the heart of Bollywood. The film’s publicity team spares no expense, arranging for the travel, accommodation, and hospitality of the attending journalists. These events are not just about showcasing the trailer; they are also opportunities for the film’s stars and directors to make statements that can generate headlines.
Sometimes, the remarks made by actors or directors at these events can become talking points in themselves. For example, during the trailer launch of Veda, actor John Abraham made headlines by threatening the media. He warned them not to create problems for the film’s release by making or spreading controversial statements, suggesting that such actions could have serious consequences.
On the other hand, the trailer launch of the film Kangua, featuring Surya and Bobby Deol, was a more positive affair. The trailer showcased impressive action scenes shot in seven different countries, with the help of Hollywood experts. This powerful trailer impressed both the media and the audience, generating positive buzz ahead of the film’s release.
When Trailers Fail: The Case of Bade Miyan Chote Miyan
Not all trailers hit the mark, and when they fail, the consequences can be dire. The trailer for Akshay Kumar and Tiger Shroff’s film Bade Miyan Chote Miyan is a case in point. Despite a grand promotional event that included a media tour of Jordan, the trailer received a lukewarm response. This lack of enthusiasm translated to the film’s performance, as it failed to make an impact at the box office.
This is not an isolated case. When trailers fail to resonate with audiences, the films often struggle to recover. This highlights the immense pressure on filmmakers and marketing teams to craft trailers that can capture the audience’s imagination and drive them to the theaters.
The Evolution of Film Promotion Strategies: Beyond Trailers
While trailers remain a key element of film promotion, they are just one part of a broader strategy. In today’s Bollywood, a significant portion of a film’s budget is allocated to marketing and promotion. This includes organizing promotional tours where the film’s stars visit different cities, appearing at malls, and engaging with fans. These events often feature dance performances, sing-alongs, and other interactive activities designed to create a direct connection with the audience.
Television and online platforms have also become crucial in promoting films. Bollywood stars regularly appear on popular TV shows, reality shows, and web series to promote their films. Shows like Indian Idol, Bigg Boss, and various dance reality shows have become key platforms for film promotion, allowing stars to reach a wide audience in a short amount of time.
Innovative Promotion Tactics: Song Launches, Temple Visits, and Love Angles
In addition to traditional promotional methods, Bollywood has embraced several innovative tactics to generate buzz around a film. One such method is the special song launch event. These events often feature live performances by the film’s cast and musicians, turning the song launch into a mini-concert. This not only promotes the film but also creates a memorable experience for the audience, increasing their anticipation for the movie.
Another increasingly common promotional tactic is the publicized visit to temples, mosques, or other religious sites by the film’s stars. These visits, often accompanied by charitable donations, are sometimes ‘leaked’ to social media, generating both goodwill and publicity for the film. For example, before the release of Khel Khel Mein, Akshay Kumar made a donation of Rs 1.21 crore for the construction of the Haji Ali Dargah, a gesture that was widely covered in the media.
The use of rumored love angles between co-stars is another tried-and-true promotional strategy. News of on-set romances between lead actors often makes headlines, creating additional interest in the film. During the promotion of the sequel to Love Aaj Kal, rumors of an affair between Sara Ali Khan and Kartik Aaryan were widely circulated, adding to the film’s buzz.
Shah Rukh Khan’s New Strategy: Controlled Teasers and No-Controversy Approach
Shah Rukh Khan, one of Bollywood’s biggest stars, has also adapted to the changing landscape of film promotion with a unique approach. For his film Jawaan, the initial promotional content was a teaser that featured an old song reimagined in a new style, with a few select scenes from the movie. Importantly, the teaser did not reveal much about the film’s plot, likely as a precaution to avoid any potential controversies.
This strategy paid off, as the anticipation for the film built gradually, with the audience eager to learn more. Shah Rukh Khan’s approach highlights the importance of controlling the narrative and avoiding unnecessary controversies, which can derail a film’s promotional campaign.
Similarly, the trailer for Pathan, another of Shah Rukh Khan’s films, was so powerful that it didn’t require the usual round of media events for promotion. Although the film faced some controversies after the trailer’s release, the audience’s excitement was undiminished, leading to a blockbuster hit at the box office.
The Case of Stree 2: When a Trailer Wins Hearts
A recent example of a film that benefited from a well-received trailer is Stree 2, starring Rajkumar Rao and Shraddha Kapoor. Released on August 15, 2024, Stree 2 had its trailer launched alongside two other major films—Akshay Kumar’s Khel Khel Mein and John Abraham’s Veda. While all three trailers were strong, it was the trailer of Stree 2 that resonated the most with audiences, setting the stage
