The huge hoardings in the city —despite the constant reminder from environmentalists that they come up at the cost of trees — aren’t going anywhere. But they aren’t the sole source of promotions now. More often than not, the first look of a Hindi film is nowadays seen on the Internet, even before it goes live on television.

On April 5, the song Badtameez Dil from Ayan Mukerji’s upcoming film Yeh Jawaani Hai Deewani was released online. Within two days, the video garnered more than 1.2 million hits on YouTube. Similarly, the Laila Teri Le Legi item song — featuring Sunny Leone — from Shootout At Wadala attracted about half a million viewers within a day. Speaking of which, every single day Indians watch about 125 million videos on the aforementioned video-sharing portal. But it’s not the only available digital option.