October 27, 2009 3:55:07 PM IST Enkayaar, Bollywood Trade News Network

view LONDON DREAMS movie poster

When the times are tough then innovation becomes the need of the hour. Now a film is no more the bay of the producer and the director after it has been winded up and is ready for release, reputation of the star is also at stake, no wonder they also form a part of the promotional campaign. But the campaign can only translate into footfalls in the cinema halls if the promotions click. Vipul Shah has devised an innovative approach to market his LONDON DREAMS with this objective in mind, as it is vying against ALADIN.

Vipul Shah has planned two open-air concerts to promote LONDON DREAMS, the difference being that his lead stars; Ajay Devgn and Salman Khan would be performing in the concerts, promoting the music of the film as also crooning the songs that they otherwise would be singing in LONDON DREAMS. The musicians of the film Shankar, Ehsan and Loy, would provide the band music for the concert. In terms of innovativeness, it indeed is a novelty, as the music directors of a film, before the release of the film would seldom have performed in a concert to promote the film. The platform also provides the music directors to let their creativity flow in a much diversified manner on the stage. For the Indian fans, it indeed would be a heaven send opportunity to interact with their stars before the release of the film, without being content in sitting in a paid review and having a glimpse of the stars. Here Ajay Devgn and Salman Khan would be interacting live with the audience.

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One thing is for sure, the way in which Salman Khan has taken to performing live in the audience, his recent fashion shows being the success stories, the audience would indeed eat out of his hands. Salman literally establishes an instant chemistry with the audience and Vipul Shah's initiative indeed could be a trigger for further such initiatives in future. Movie business after all, is all about establishing instant rapport with the audience in as innovative manner as can be possible.

Could this initiate a movement whereby the stars of future films also perform live before the audience. May be yes, as the plan is to use the platform to play the other hit songs of both the stars from the platform of stage. This initiative was earlier taken when ROCK ON was released, but the difference lay in the fact that the rock concerts that were planned all over the country, where done after the release of ROCK ON and not before it.

Salman Khan has indeed been a part of such promotional event for a film earlier, but as the film in question DUS never got released, it would also be his first live performance. For DUS Mukul Anand had planned this initiative, but his untimely death lead to shelving of the plans.

May be LONDON DREAMS would give direction to more such dreams in the near future.


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