When it comes to promoting their films, there’s no one to beat the two Khans from Bollywood- Aamir and Shahrukh Khan.
Down south the star who promotes his film the best is Vikram. Here’s why…
The way Vikram is promoting his Vijay directed UTV marketed Deivathirumagal is a case study. Prior to release there was an aggressive promotion of the film on all media platforms which created a buzz around Krishna, the character he plays. The television promos and the hype created on the net assured that the advance booking for the opening weekend was sold out.
The star and his team went a day before to Dubai for the world premiere of the film which had sell-out crowds. After the premiere he took the midnight flight back to Chennai and arrived in the wee hours of Friday morning, the release day.
Normally for Tamil producers and actors press screening of their film is the least of their priorities. In a master stroke Vikram and UTV arranged a press show of the film at a preview theatre in the morning itself.
By afternoon, even before noon show got over in releasing theatres, raving reviews of the film came out on internet sites, and word of mouth crystallised as positive. A day after the film’s release major Tamil and English dailies carried ‘must see’ reviews of the film.
Vikram and his entourage consisting of director Vijay, Anushka, Amala Paul, wonder kid Sara and Dhananjayan of UTV visited theatres like Udhayam, Kamala and Kasi patronised by mass film lovers and interacted with the audiences. Later he visited TV channels, FM stations and took part in many programmes slotted in the coming days
Says G Dhananjayan of UTV: “Hats off to Vikram. The response from the audience in all these theatres was overwhelming and Vikram is so happy that he has allocated more days to promote DT in Coimbatore, Madurai, Trichy and Salem till next week end. At the box-office the film has taken a fantastic opening.”
Today a superstar has to aggressively promote his film to reach across to the mass audiences. Now the success of a film is gauged by its three day opening weekend collections. The idea is to get the maximum number of people to watch a movie released in maximum screens to get maximum collections in three days.