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Launching film's first look much before release: Will this strategy work?
Updated On: 20 July, 2015 04:05 PM IST | | Asira Tarannum
<p>Of late, the teaser trailers of big-ticket Bollywood projects are being launched several months before the film hits the theatres. We find out the pros and cons of this marketing strategy</p>
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'Raees'
In the West, it is not uncommon for teasers and trailers to come out a full year ahead of a film's theatrical release, more so in case of big-ticket movies. This practice seems to have seeped into the Hindi film industry lately. Ajay Devgn was the first to go the Hollywood way by providing a glimpse of his on-off-on project 'Shivaay' in mid-May. Ekta Kapoor's 'Azhar' biopic followed suit a week later.
Poster of Shah Rukh Khan's upcoming film 'Raees'
The latest movie to be added to this fast-growing list is 'Raees'. On the eve of Eid, Shah Rukh Khan fans got a sneak peek into the crime thriller, which is slated to release on that festive occasion next year. Before that, the teaser of another SRK film, 'Fan', was publicised on various platforms. Producer Ritesh Sidhwani says, "Since 'Raees' is releasing on Eid 2016, the ideal time to showcase the first look of the film was this Eid. This is a special Eidi for all fans." Red Chillies Entertainment also released two posters and the teaser trailer for the film, which is slated to clash with Salman Khan's 'Sultan' — another not-yet-on-the-floors project whose introductory ad was presented by YRF last month.
A new trend
Ajay Devgn has booked 2017 Republic Day for his maiden directorial venture, 'Shivaay', whose first look came out in May — 20 months in advance — although the shoot will commence in Bulgaria only in January 2016. It will mark the debut of Sayesha Saigal, yesteryear actress Saira Banu's grand niece.
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