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Revised promotional strategy for YRF's next?

May 14, 2008 1:42:45 PM IST
Joginder Tuteja, Bollywood Trade News Network
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view THODA PYAAR THODA MAGIC movie stills

view THODA PYAAR THODA MAGIC movie stills

Would Yash Raj Films be having a re-look at the promotional strategy of their next release THODA PYAAR THODA MAGIC?

That's a question looming large in industry circles which is still shell shocked by the failure of country's biggest production house's latest release TASHAN. Yash Raj Films has traditionally believed in a low profile promotional campaigns for each of their films, whether it is big or small. Whether it is TASHAN or LAAGA CHUNARI MEIN DAAG or CHAK DE! INDIA or AAJA NACHLE, they have always allowed the audience to explore their films rather than handing them everything on a platter even before the film's release.

Though in majority of recent cases this hasn't worked (in any case they were badly made movies), in a one off instance - CHAK DE! INDIA - this worked in a big way. Point to be noted here is that the film was also the best of the lot served by Yash Raj Films in the years gone by. The Shah Rukh Khan starrer had taken a shockingly low opening but held its ground as Friday came to a close and only found its way up in the popularity charts with every passing show.

Now with THODA PYAAR THODA MAGIC coming up, one wonders what kind of campaign is the production house targeting at. Will they be following the same approach as that of movies gone by where a low key promotion would be followed by audience giving their final verdict? Or would they be following the same approach as that of majority of other big production houses which publicize their films to such a huge extent that audience is left with no other option but to rush to their nearest multiplex / theatre and catch the film; most recent example being RACE?

Monica Bhattacharya, spokesperson of Yash Raj Films, however chose to downplay the entire promotional campaign re-look talk. She said, "It is too early to be commenting upon the promotional campaign strategy for THODA PYAAR THODA MAGIC. The film is still a little away."

THODA PYAAR THODA MAGIC marks the return of Saif Ali Khan and Rani Mukherjee as a pair for the third time after HUM TUM and TA RA RUM PUM. Incidentally both these films were also productions of Yash Raj Films.


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