Gone are the days when promotions and publicity of the film used to take up a small portion of the budget of the film. Thanks to the advent of social media perhaps, now P&A budgets are making for a bigger and bigger share in the budget pie. In a milieu of films releasing, the film makers' biggest concern remains how to get the attention of the cine goers. To get that attention and retain it, the makers are spending greater and greater amounts for publicity, thus making the stakes higher and higher for the film in the market. While we had one music launch not so long back, now every song is launched in separate glittering events before the actual launch. This, apart from the various promotional activities thought up by the production and PR team, thus pumping in more funds. While these promotions might or might not help a film, it definitely places a bigger risks for films, since it requires bigger returns for it to get even.

Aggressive promotions did not translate into Shaandaar’s success