Bollywood filmmaker Karan Johar believes that current film promotions seem like begging rather than marketing a movie.
"We are not supposed to promote the film for two months as I feel it is not required. Today we are trying to reach everywhere. It feels as if we are begging more and marketing less. I feel in five weeks also we will get support from media," he told reporters here at the trailer launch of "Kapoor And Sons".
At a time when filmmakers are seen promoting their films on various platform from daily soaps to reality shows on television to visiting malls and colleges and getting associated with brands, the 43-year-old helmer feels it is not the right way to promote a movie.
"There is a five-six week window that is where you (filmmakers) can maximise your expense and create maximum impact," the "Kabhi Alvida Naa Kehna" director added.
Karan thinks the lesser the time one takes between releasing a film and promoting it, the better.
"It's new way forward. I think, to listen to only one film for a long time leads to exhaustion. When there is five-six week window it keeps the film alive and fresh," he added.
According to Karan, less promotions will be his strategy for all his films.
"I feel there is no need to promote the film only. Earlier when I directed films in late 90s like 'Kuch Kuch Hota Hai', 'Kabhi Khushi Kabhi Gham', there was no such thing called promotions, it was just trailer and music launch," he adds.
In his upcoming home production film "Kapoor And Sons", veteran actor Rishi Kapoor plays role of a grandfather and Karan heaped praise on him.
"Chintuji (Rishi Kapoor) is in his 60s...but in the film he had to play the role of an 85-90 year old man. So we had a team doing his make up...it was prosthetics.
"It needs certain kind of experience and talent to perform though that. He looks convincing in the film and he has done an amazing job," the "Student of the Year" director said.
Starring Siddharth Malhotra, Alia Bhatt, Fawad Khan, Ratna Pathak Shah and Rajat Kapoor, the film releases March 18.