The super bumper opening that Kabir Khan’s New York has generated in the metro cities and the multiplexes, underlines the importance of the right way of marketing.
Just two weeks back, Vashu Bhagnani’s much hyped Kal Kissne Dekha had opened to a lukewarm response despite being a far better promoted filmin terms of money spent than Yash Raj. But the major difference between the marketing of the two films was that, while the marketing of New York gave the audience an insight into the film, the marketing promotions of Kal Kissne Dekha left the public wondering what the film was all about.
One may argue that New York had established stars whereas Kal Kissne Dekha introduced newcomers such as Jackky Bhagnani and Vaishali Desai but still, the opening of Bhagnani’s film could have been far more better had the promotion been well thought of, irrespective of the film’s merits. At the same time last week’s release, Paying Guests a Subhash Ghai production hardly came with any promotion.
Trade sources feel that Subhash Ghai may have saved a couple of crores of rupees by economising on the publicity and marketing of Paying Guests but he may have lost more than that because many in the public weren’t even aware that the film was releasing or what the film was all about or who were the actors in it.
