Has the promotional gamble of films changed over time?

By Nishtha Kawrani

Films have been at the heart of media for ages, offering much more than mere entertainment. Whether through cinematic expressions, lessons taught, or engaging messages conveyed by an entertaining cast, cinema has the power to transform ideologies and change our perceptions. It’s not merely a product for entertainment; rather, films like Border, Lagaan, and Rang de Basanti hold a special place in people’s hearts. It is not just because of talented actors, heavy dialogue, and melodious songs, but due to the impactful messages they convey. So it’s true that good content triumphs over anything, regardless of how well a film is marketed or strategised for the masses.

Marketing makeover in the past years

There have been variations in how films were promoted in earlier times when social media wasn’t as omnipresent. The aspects of advertising and marketing have revamped themselves according to the needs of the industry, focusing on catering to the sentiments of viewers who ultimately decide a movie’s performance.

A successful film promotional strategy cannot be completed without the interlinking of trending reels, social media influencers, and brand collaborations. As people are using their phones almost throughout the day, consuming content primarily through social media applications like Instagram, Facebook, X (previously Twitter), and YouTube, creating a dance reel to promote a film’s song has become one of the easiest ways for actors to market their creations. During the release of Gangubai Kathiawadi in January 2022, Alia Bhatt danced in hundreds of reels with Instagram influencers on her film’s song Dholida. Similar trends occurred during the release of Zara Hatke, Zara Bachke, flooding Instagram and YouTube shorts with the same song reels.

Tables have turned, and actors and producers have understood the power of the audience, especially when fueled by social media, showcasing its potential to either damage or build the identity of a film and its actors. The Bollywood movie Laal Singh Chaddha, a remake of Forrest Gump, received severe backlash from audiences and was flooded with posts on social media calling for a boycott. People who didn’t even know the reason behind the boycott still supported it because it became a trend. That’s the power of the media – it can make or break a film, impact the careers of actors and producers, and shape our perceptions to a great extent.

Then vs Now

In the early 80s and 90s, just one announcement, 2-3 interviews, and a bunch of banners and posters were enough to publicise a film. The marketing and advertising were relatively basic and standard. People had patience, giving films time to grow. Movies would gradually gain attention through a visual presence with posters, print advertisements, and word-of-mouth. Audiences took the time to watch a movie and then offered their remarks, deciding if it was a hit or a miss. It wasn’t a 2-minute trailer that decided the box office fate of the film.

With passing years, promotions and public relations gradually climbed the ladder of complexities and fancy marketing. Actors publicised their movies with unique campaigns, music launches, mall visits, and appearances on TV shows and reality programs. However, the advent of social media and the digital age altered the communication patterns of filmmakers and viewers. Now, actors directly interact with their audiences through Instagram live sessions or ask-me-anything segments. Meme marketing, despite being a negative form of public relations, ensures that people are aware of the movie. For example, for the promotion of his movie Jawaan, released on September 7, 2023, Shahrukh Khan created a hashtag on platform X, #asksrk, directly conversing with his audiences. Behind-the-scenes (BTS) from song shoots and “get ready with me” (GRWM) videos are also expressions to build an organic connection with viewers beyond the movie. In Rocky Aur Rani Ki Prem Kahaani, Alia Bhatt shared her experience of working after becoming a mother.

The success of marketing a movie doesn’t solely rely on celebrity faces. With changes in the dynamics of fame, trends, media, authenticity, content, and the connection the whole team creates with the masses is paramount.