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DABANGG and the Art of marketing of a film redefined

August 7, 2010 04:37:20 PM IST
Enkayaar, Bollywood Trade News Network
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On the eve of release of music of DABANGG, Salman Khan's new movie, one of the leading television news channel devoted more than 20 minutes of its program for the event. The platform was used only for promoting DABANGG and it could probably have happened for the first time where a music release of the film was covered in such detail by a news channel and the occasion was used to continuously run all the songs of the film in quick succession.

view DABANGG movie stills

view DABANGG movie stills

It indeed is a smart bit of publicity exercise that can be camouflaged under the garb of promotion, but it is apparent that the art of media management, be it the video or the audio (in DABANGG's case the radio partner's host was hosting the music launch party) is now being tapped in as innovative manner as can be possible to create an aura around the film. After all, it is a question of footfalls on the first Friday of release followed by Independence Day. Incidentally, occasion of Independence Day has been very auspicious for Salman Khan as most of his films are released around the same time, capitalizing on Independence Day and the ensuing Eid.

As a matter of fact these days view has started gaining ground that media and the cinema publicity management is pulling all stops to create awareness about the product through as diversified means as could be possible to bring the audience back to cinema. DABANGG is no exception; therefore Shatrughan Sinha was also roped in on the eve of music launch of the film. In another smart move the music has been launched in Delhi instead of the usual Mumbai, probably owing to the fact that the notion of dabangai is more pronounced in Delhi and up the hinterland as compared to Mumbai and the adjoining areas where it is more of the Bhaigiri.

In fact up north and the country side it is always told in the hushed tones that there is no stronger DABANGG than a police inspector, and DABANGG is built around the same premise.

But indeed, it would have been much better if the message of DABANGGai had been promoted through a Hindi news channel and its regional variants as they have astounding viewership quite larger than the average English news channel. May be, it would start from the ensuing week.

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