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Hype over substance. That success formula for films has been tried and tested to satisfaction time and again by Bollywood filmmakers. But is it a foolproof formula? Producers are allotting huge amounts of money for the publicity budget of a film, but is hype a sure-shot way of registering at box-office success?
"Publicity is the backbone of a film. Without publicity even a good film will not work and with the right kind of publicity even a mediocre film will become a blockbuster," avers Akbar Khan, producer, who goes on to elaborate how "40-45% of a film's budget is kept aside for its publicity which begins as soon as the film is conceptualised and continues even after the movie has been released". According to Khan, "My film Taj Mahal suffered because it was not promoted properly."
Ravi Agrawal, producer and distributor, shares the same views. "Publicity definitely works wonders for a film, whether it's negative or positive. I myself have put aside 50% of my total budget for publicity," he says citing the example of Fanaa as a film that cashed in on the negative publicity that it got, thanks to the Gujarat state government.
Vikas Mohan, editor of a leading trade magazine offers a more balanced explanation, "A film will work only if the content is good. Publicity will only draw the crowds initially, but the film has to have substance for it to sustain public interest."
According to Mohan, a new trend is in the offing, "Multiplexes and media have started a new trend. Media tie-ups and brand promotions help a lot in the promotion of a film. Krrish, for instance, has been promoted extensively by Singapore Tourism, because it was shot there. Similarly, in Corporate, the main characters are shown using products of specific brands. This way the product and the film, both have got publicity."
Agrees Madhur Bhandarkar, director of Corporate, "It's true that marketing swells the viewership volumes, because publicity brings in that initial crowd. But the film also has to be interesting, to hold the audience's attention. It's hard for me to sell my films as they don't have very big stars and mostly deal with dark subjects. I keep only 15-20% of my budget for publicity."
While Bhandarkar's realistic genre of films can do without enormous publicity budgets, Tarun Tripathi, head of marketing at Yash Raj Films still believes that "publicity is all-important because films have to compete with so many other mediums of entertainment".
"Good marketing can improve the experience for the filmmaker, because he gets to know what the public wants, and for the audience as they know what they will be getting. Marketing is big today as it involves so many mediums TV, radio, mobiles, print media, internet, hoardings, merchandise etc. So, the scope for film promotion is also very wide now.We set aside at least 25-30% of a film's budget for its promotion and publicity," he adds.
itishree.misra@timesgroup.com
"Publicity is the backbone of a film. Without publicity even a good film will not work and with the right kind of publicity even a mediocre film will become a blockbuster," avers Akbar Khan, producer, who goes on to elaborate how "40-45% of a film's budget is kept aside for its publicity which begins as soon as the film is conceptualised and continues even after the movie has been released". According to Khan, "My film Taj Mahal suffered because it was not promoted properly."
Ravi Agrawal, producer and distributor, shares the same views. "Publicity definitely works wonders for a film, whether it's negative or positive. I myself have put aside 50% of my total budget for publicity," he says citing the example of Fanaa as a film that cashed in on the negative publicity that it got, thanks to the Gujarat state government.
Vikas Mohan, editor of a leading trade magazine offers a more balanced explanation, "A film will work only if the content is good. Publicity will only draw the crowds initially, but the film has to have substance for it to sustain public interest."
According to Mohan, a new trend is in the offing, "Multiplexes and media have started a new trend. Media tie-ups and brand promotions help a lot in the promotion of a film. Krrish, for instance, has been promoted extensively by Singapore Tourism, because it was shot there. Similarly, in Corporate, the main characters are shown using products of specific brands. This way the product and the film, both have got publicity."
Agrees Madhur Bhandarkar, director of Corporate, "It's true that marketing swells the viewership volumes, because publicity brings in that initial crowd. But the film also has to be interesting, to hold the audience's attention. It's hard for me to sell my films as they don't have very big stars and mostly deal with dark subjects. I keep only 15-20% of my budget for publicity."
While Bhandarkar's realistic genre of films can do without enormous publicity budgets, Tarun Tripathi, head of marketing at Yash Raj Films still believes that "publicity is all-important because films have to compete with so many other mediums of entertainment".
"Good marketing can improve the experience for the filmmaker, because he gets to know what the public wants, and for the audience as they know what they will be getting. Marketing is big today as it involves so many mediums TV, radio, mobiles, print media, internet, hoardings, merchandise etc. So, the scope for film promotion is also very wide now.We set aside at least 25-30% of a film's budget for its promotion and publicity," he adds.
itishree.misra@timesgroup.com
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