December 30, 2011 07:46:17 PM IST Enkayaar, Glamsham Editorial
The annals of history of Hindi cinema 2011 would be considered as the year when efforts were mobilized in all forms and manners to promote a film, and technology was also leveraged in a big way to promote films. But it was observed that when the veneer was removed from the surface, i.e. once the marketing or promoting exercise relating to release of a film was over and the film hit the theatre, the efforts may not have yielded results in commensurate proportions. In all the cases, one common feature that has emerged as an underlining motif is the promotion of the films through various television channel programmes, and it was done in a rather aggressive manner in 2011.
As the curtains come to a close on the year, it indeed is an opportunity to go down memory lane and have a look at some of these movies which gave a new paradigm to the approach of marketing a film.
NO ONE KILLED JESSICA and DHOBI GHAT
NO ONE KILLED JESSICA A film that was a by-product of interventions of media to address issues concerning common man, it was promoted through news channels primarily, as it was the television news channel which had positioned Jessica Lall murder into the mainstream, and the film was a huge success.
DHOBI GHAT DHOBI GHAT was a film that made waves at the international circuits and was marketed as a maiden venture of Kiran Rao, Aamir Khan's wife. The film could not live up to the hype, may be the theme of the film was slightly beyond its time for the average fan of Indian cinema.