If you are planning to watch the new "Agneepath", get ready to take a peek at as many as five forthcoming movies as the trailers of "Ek Main Aur Ekk Tu", "Talaash", "Rowdy Rathore", "Agent Vinod" and "Tezz" will release alongside the Hrithik Roshan-starrer when it comes out Jan 26.
"Attaching trailers to big releases is effective due to the eyeballs the weekend generates, and in this case, it's a long weekend due to the Republic Day holiday. But it can only be leveraged if there is exhibitor's support," the film's producer Karan Johar said in a statement.
Sunil Punjabi, CEO, Cinemax India Ltd, points out that over the last three months "Agneepath" has built up consumer expectations. Therefore, he feels it is the right platform for these movies to showcase their first looks as they will be able to reach out to a wider audiences.
"The marketing team is following the Big Bang theory, hit as many eyeballs as you can at the same time," said Punjabi.
It is being said that Saif Ali Khan and Venus are paying theatres to screen trailers of "Agent Vinod" and "Tezz". Punjabi supports the trend as he feels it provides a good business opportunity.
"With a film like 'Agneepath', the regular ad volumes are up by almost 15 times, so we would be losing out on revenue if we had to accommodate these trailers for free. But by charging a nominal rate, which is one-fifth of what we'd charge the advertisers, we've created a win-win situation for exhibitors, distributors and producers," he said.
Directed by Karan Malhotra, "Agneepath" is the remake of the 1990 film which was directed by Mukul Anand and produced by late filmmaker Yash Johar, whose son Karan Johar has made the new version.