Excess sells in B-Town

Nothing succeeds like excess. That adage holds good especially for Bollywood, which thrives on hype and publicity overdrive.
In their desire to generate maximum curiosity about their big ticket releases, filmmakers, actors, producers pull out all kinds of pre-release stunts. A couple of months before the film is set to hit the screens, you have the works ��� one minute teasers, spots on television, appearances on reality TV shows and public events by the lead cast, the publicity juggernaut gets rolling.The idea is to grab the most eyeballs exercise.
When Om Shanti Om was ready for release, we had weeks of voyeuristic pleasure in watching shirtless Shah Rukh Khan showing off his freshly acquired six pack abs. Everyone who went to watch the film, knew by that time how to get those fab abs, what personal trainers were best. As if that was not enough, we had reams of newsprint devoted to debutante Sonam Kapoors weightloss when Sanjay Leela Bhansali signed her on for Saawariya. So, we knew all about her diet chart as much as we did about her role in her first film. The Chak De! India girls were grinning all over magazines and TV prime time, weeks before Shimit Amins film actually released.
Publicity overdrive is an important component of filmmaking and Indian film producers have realised the worth of it. So you have the reclusive Aamir Khan suddenly becoming eminently visible with his child mascot for Taare Zameen Par, or bringing out his nephew Imran Khan a month before Jaane... Tu Ya Jaane Na. The usually reticent Konkona Sen Sharma���s reported engagement stories floating all over B-Town just as Ugly Aur Pagli gets set to release. The film���s producer Pritish Nandy says that neither Ranvir nor his company likes to flaunt the personal life to promote films. ���We stick to the movie, for us, that sells,��� says Nandy.
Even as Singh is Kinng awaits its theatrical release date, there���s talk that Akshay Kumar has been dating an American trainer and the action hero even going on record saying otherwise, and is threatening to sue the news channel. ���
Any publicity is good publicity,��� says director Apoorva Lakhia, who thinks that audience should be told by all means about the film and the stars and says he doesn���t mind when there are stories about his fights with Vivek Oberoi or the Turkish bellydancer accusing him of being a tough task master. For Love Story 2050, Harman Baweja���s proximity to Priyanka Chopra, his marked resemblance to Hrithik Roshan ensured that his film was always in the news. Colleague Imran had it easier, with a media-savvy maamu-jaan like Aamir Khan for a mentor, all the young actor had to do was be around to share vignettes about everything about his life, from childhood photos to girlfriend Avantika. Vidya Balan and Shahid Kapoor never seem to tire of their comfort levels at work, everytime they promoted their film Kismet Konnection. ���
There is so much of entertainment ��� radio, television and so many films being produced every year ��� so it is important to market the film. How would you attract people when so much of entertainment is available in people���s homes? So I guess marketing becomes very important,��� feels Vidya Balan.
Sometimes reports of lead stars dating each other gives the film and the stars some extra mileage. And sure enough, Deepika Padukone and Ranbir Kapoor are making lots of public lovey-dovey appearances, because their Bachna Ae Haseeno will be an August 15 release.
Not that publicity overdrive always reaps BO bonanza. Ajay Devgan and Kajol���s attempts at whipping up curiosity about U Me Aur Hum didn���t work ��� this after the two had gone all out to promote themselves as an IT couple, even judging a TV show! Saifeena���s sizzling off-screen romance was the talk of the day when Tashan hit the screens, but the film found no takers.
Actor Shahid Kapoor believes that ���a filmmaker should market a film with total honesty. If someone projects something about a film that isn���t there, the audience will be let down.��� In an industry where visibility matters the most, there���s no such word as publicity overkill. And as long as our dream makers are convinced that it works.