Music mantra

NIKITA DOVAL / TNN / Mar 22, 2006, 21:06 IST

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Slickly shot to a foot-tapping song, featuring good looking men and women, videos help create a buzz for the film.

Slickly shot to a foot-tapping song, featuring good looking men and women, videos help create a buzz for the film.
It all started with Sunidhi Chauhan gyrating in a graveyard singing Bhoot Hoon Main but the 'music video as promotion' trend picked up only after the astounding success of Abhishek Bachchan's Right Here, Right Now.
This was followed by Meter Down and now, every filmmaker has got a promotional music video for their film.Akshay Kumar and Katrina Kaif act love-lorn in a romantic setting for Humko Deewana Kar Gaye while the three stars of Tom, Dick and Harry do a jig with Himesh Reshammiya for their film.
Not to be left behind, Indra Kumar has a video for his Vivek-Fardeen starrer Pyaare Mohan while Abbas-Mustan have also shot a video for their film 36 China Town.

Slickly shot to a foot-tapping song, featuring good looking men and women apart from the actors, videos help create a buzz for the film.
"It draws eyeballs, makes people aware of your film and a lot can be conveyed about the mood of your work through the video," says Bluffmaster director Rohan Sippy.
More often than not, music videos are incorporated during the end credits of the film and "this fulfils the demand of a viewer to be entertained till the very end," says director Raj Kanwar.

Through the video, the audience makes an instant connect with the film.
"TV has a wider reach than any other medium and airing a music video while a film is being screened in theatres, helps bring in the crowds," says director Anand Mahadevan whose Aksar boasts of the hit Jhalak dikhla ja...
The music video also has an added advantage, it lets the viewer enjoy the song without interrupting the pace of the storyline.
But there are times when a video can fail to create interest in the film. A case in point being Rajpal Yadav's 'item number' for James, which was later dropped.

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