Popcorn Entertainment to design filmsBy Manisha Deshpande
10/29/2004 12:00:00 AM
The one trend that will gain more ground is the need for marketing, positioning and packaging of movies. With the entry of management guru Arindam Chaudhuri into the Bollywood arena, the haphazard world of film publicity is likely to get a facelift.
Already, the machinery handling public relations activity for Chaudhuri is flooding the media by stories about how his maiden venture "Rok Sako To Rok Lo" is attracting advance booking. They claim that as many as 25,000 tickets have been blocked much in advance in Delhi, even before the film has hit the screens.
"Corporate houses, industrialists and several schools have shown an eagerness to watch the film and have already blocked seats in Delhi. There has been tremendous curiosity amongst schools especially since 'Rok Sako To Rok Lo' deals with rivalry amongst school kids," film analyst Shubho Shekhar Bhattacharjee was quoted as saying. In appreciation for blocking seats in advance, moviegoers will get to meet Chaudhuri and his team.
The biggest publicity gimmick, however, would be Mahesh Manjrekar's well planned and executed strategy for his comedy "Padmashri Laloo Prasad Yadav".
Beginning from the point of christening his movie to actually getting the very popular Railway Minister Lalu Prasad to feature in the film, Mahesh has kept his film in news and created a buzz among viewers.
Manjrekar is part of another very marketing driven venture titled "Musafir". The Sanjay Gupta film is banking heavily on the raw and stark image of its many stars, including Sanjay Dutt.
Film publicity, in fact, is even taking scary proportions as was evident in a party to celebrate the completion of horror film "Ho Sakta Hai!" by Venus and Ashco Media Arts P. Ltd.
The lawns of venue were turned into an eerie zone, with voodoo dolls, flying bats, skulls, skeletons and charms placed all over. Following the get-together, the little known film has suddenly come in public eye and is a pointer to the increasing role marketing plays in Bollywood, even as the search for the formula continues to elude the box-office.