The marketing game

Dec 27 2013, 15:24 IST
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SummaryFilm-makers left no stone unturned and experimented with new marketing strategies.

Forget press conferences, marketing strategies of Hindi films touched a new high this year, with several production houses opting for innovative promotional activities in order to make sure that their film creates enough hype before the release date.

Chennai Express led the pack with Shah Rukh Khan leaving no stone unturned in reaching out to all film buffs.

Not only did the actor visit reality shows to talk about the film, he also visited several cities including Kolkata, Bhopal among others to interact with fans.

On Independence Day, he flagged off the Freedom Express in Mumbai, where he paid a visit to theatres like Maratha Mandir and Big Cinemas Imax to catch the audience reaction.

For Shuddh Desi Romance, Yash Raj Films collaborated with Ormax media to conduct a survey on live-in relationships and a panel discussion was conducted at WeSchool institute in Mumbai, where the cast and crew of the film discussed their views on the topic.

Ship of Theseus took online support to ask the audience if they wanted the film to release in their city.

After the vote count, the film was released only in those cities where the highest number of votes came in.

Hrithik Roshan launched an array of special merchandise for Krrish 3, including 150 different items like masks, bracelets, toys among others.

For Dhoom 3, Aamir Khan kept it low key by just sporting a bowler hat from the film’s look everywhere and launched the film’s merchandise at an event.

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