Looking at a positive response that 99 has garnered amongst those who have seen the film, the film's producers have decided to pump up the promotion. Beginning this weekend, they promise that their comic thriller would become far more visible, courtesy those die hard movie buffs who have been spreading positive word of mouth around the film.
'The producers have upped the promotions with the promotion budget too going up', says Krishna D.K., co-director of the Kunal Khemmu and Boman Irani starrer, 'I hope it's hitting all the right spots. We had some promotion prior to the opening weekend. However now we are looking at a revised approach.'
And what exactly is that revised approach?
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'Well, the original plan was to let the movie build for a bit on word of mouth and then give it a push. Now the idea is to treat the coming weekend again as the new first weekend and apply more force', says Krishna.
But why wasn't this approach thought of earlier when 99 had been confirmed for release?
'See, the thought was always there. However, being a new company, more budget is required for the same amount of promotion. As you are well aware, clout plays a big role in this industry - bigger, established companies get stuff for cheaper. Case in point being free plays on radio, TV, brand endorsements etc. We only had to rely upon out film doing the talking, which it thankfully has', he says.
He doesn't carry any regrets though. 'Why should I', he questions, 'The film has been working well with the target audience and word of mouth is fantastic. We will certainly have an even better second weekend when compared to the first.'