TALAASH underlines importance of television in promoting film
November 24, 2012 12:46:13 PM IST By Enkayaar, Glamsham Editorial
The 'Satyamev Jayate' outreach seems to have done the trick for Aamir Khan it seems. It is for the first time in such an illustrious career of more than two decades Aamir Khan has decided to leverage on the outreach of television to market TALAASH - THE ANSWER LIES WITHIN and to create a buzz about the genre of mystery movie. To accentuate the content of the film Aamir Khan is appearing in one of the episodes of CID, which is one of the largest running cop television serials in the country coming in various languages all over. Aamir Khan must have realized that the outreach of leveraging the platform of television to market a film expands the outreach and also reduces the effort to create the buzz around the movie. So apart from making his appearance in the CID over the weekend, Aamir Khan would also be appearing in a special programme on Star Plus 'Nayee Soch Ki Talaash' on Star Plus to shake legs with tele bahus of the modern times.
As a matter of fact Hindi cinema has attained amazing convergence between cinema and television and is a major point of departure from the time when satellite television made its debut in the country where it was considered a poor cousin of cinema. Television is now more of an elder brother that is being used as a publicity device to market a product and it helps in increasing the TRPs for the television programmes as also a sense of anticipation about the film.
Big B's 'Kaun Banega Crorepati' was one of the perfect platforms that emerged in a big way in promoting films and one often wonders whether the episodes that are telecast around the time when big budget movies are released to leverage on the brand equity of the film as also to ensure that the TRP of 'Kaun Banega Crorepati' does not fall. Indeed, television has helped in a big way in deconstructing the image of a bad boy that Salman Khan had and after being associated with 'Big Boss' Salman Khan has endeared the fans and most of the people would have forgotten the image of Bad Boy associated with him. As a matter of fact both Salman Khan and Colors have created synergy for each other capitalizing and created a product that is awaited with a sense of anticipation when its' telecast is due.
What has done the trick for Salman Khan is that on the television he has portrayed the image of being a family man, and it is the family that comes together in front of the television box to watch the show.
The manner in which television and cinema are creating synergy for each other in our country a day is not far off, when one could find a mainstream commercial film being released simultaneously on a television screen and a cinema hall. Who knows it could be from the coming films of Aamir or Salman or even a Shahrukh who was the star who created a buzz for self through television?