Larger-than-life film promotions rock Bollywood

Published: Dec 12, 2011, 06:59 IST | Shaheen Parkar |

The film promotion blitzkrieg is now moving from within four walls to flamboyant open-air locations

The film promotion blitzkrieg is now moving from within four walls to flamboyant open-air locations

Over the weekend, Abhishek Bachchan, Bipasha Basu, Sonam Kapoor and the rest of the cast of Players got together at an open ground at Juhu Scheme to showcase some daredevilry. This was part of their upcoming film's audio launch.

Bipasha Basu at the Players music launch

The makers had obviously spent a bomb for the hi-jinks of the stars for the live show with an audience. Reason? As the flick is action-oriented, they were keen to do so at the music launch to get a live feel of the project.

Change in location
Of late, almost every film's music release as well as film promotion related events want to go 'live'. Previously similar events were held in five-star hotels with the cast and crew along with the music composer on the dais.

Abhishek Bachchan at the Players music launch

They would all pose with the CDs with as the track from the film played. But the action has moved out from the cool air-conditioned confines to the humid open-air grounds with a live audience.

Recent examples
Last month, the makers of the Ranbir Kapoor film Rockstar held a show with the film's composer A R Rahman and the actor performing. Recently the cast of Desi Boyz, too, had a live show in Pune so did the Pappu Can't Dance Saala unit which hosted a live gig with the singers.

These are just some recent examples of the surfeit of films, which have taken recourse to live shows as part of the film's promotions.

Ranbir Kapoor at the Rockstar concert

Players director duo Abbas-Mustan state, "We wanted a huge event, something not seen and done before. We revealed the character sketches of all the actors so that the audience can get to understand the film and their screen personas better. And in the bargain what mattered is that the music got launched in a grand style through the event."

Adds filmmaker Dhilin Mehta who was behind the move to put Rahman and Ranbir live on stage. He explains, "In keeping with the genre of Rockstar, a musical it was more apt. Plus we had Rahman as music composer so it was befitting to have a Rahman live in Mumbai show."

The brains behind such marketing moves feel that just a staid event in a five-star does not grab the eyeballs, which an open-air gig can do.

The former only has the folks associated with the event and select media present. While the latter involves members of the public, which is more important as they are the real audience. So it serves a great way to promote the film and make it a talking point.

According to a film analyst, "They have realised that this is a good way to interact with the audience. Normally, they would get to see a show reel in theatres but now they get to see the stars live. What more could they ask for?"

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