Mumbai: Karan Johar’s Agneepath that is
set for a release on January 26, will have five movies
unveiling their first look along with it.
While the trailers of Dharma Productions’ own Imran
Khan-Kareena Kapoor starrer Ek Main Aur Ekk Tu, Aamir Khan’s
Talaash and Akshay Kumar’s Rowdy Rathore have been
attached to the Hrithik Roshan-Priyanka Chopra starrer, Saif
Ali Khan and Venus are paying the theatres to also screen the
trailers of Agent Vinod and Tezz respectively, industry
“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,” Johar said.
“But it can only be leveraged if there is exhibitor
support,” he added.
Sunil Punjabi, CEO, Cinemax India Ltd, said that
Agneepath has, over the last three months, built up consumer
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
“The marketing team is following the ‘Big Bang’
theory: hit as many eyeballs as you can at the same time,” he
Karan says, he is not sure if paying for promos to
play at theatres is an exercise one should emulate, but Sunil
is positive about the new trend.
“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. But
by charging a nominal rate, that’s one-fifth of what we’d
charge the advertisers, we’ve created a win-win situation for
exhibitions, distributors and producers,” Sunil said.