Mumbai- Karan Johar’s ‘Agneepath’, which is set for January 26 release will be carrying the trailers or first looks of five movies. These movies are ‘Ek Main Aur Ekk Tu’, ‘Talaash’, ‘Rowdy Rathore’, ‘Agent Vinod’ and ‘Tezz’.
Talking to the reporters here, Karan Johar said, “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.” He said further, “But it can only be leveraged if there is exhibitor support.”
The ace Bollywood film maker said further that he is not sure if paying for promos to play at theatres is an exercise one should emulate, but Sunil Punjabi, CEO, Cinemax India Ltd. is positive about the new trend.
“Agneepath’ has, over the last three months, built up consumer expectations. He feels that it is, therefore, a right platform for these movies that are lining up to release, as they will be able to reach out to a wide cine-goer base and right target audiences,” said Sunil Punjabi, CEO, Cinemax India Ltd.
He said further, “The marketing team is following the ‘Big Bang’ theory: hit as many eyeballs as you can at the same time.”
Sunil Punjabi said further, “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.”
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