Film marketing mania

Actor Kamal Haasan and director Mani Ratnam during a press conference for their upcoming film ‘Thug Life’ in Chennai. , Photo Credit: Annie

I Last Friday met Kamal Haasan for an interview in Chennai for his much awaited film, thug LifeThe next day, he was at Sri Sai Ram College with the entire team for the audio launch of the film. On Sunday, he was present in the final of Vijay’s Super Singer Junior 10, a popular music reality competition. Between these two big concerts, I decided to watch an IPL match. Certainly, Mr. Haasan was also on TV, in a special event, Star Sports was organized by Tamil. thug Life Team.

“I enjoy talking. This is a learning experience for me, because when I talk, people get a chance to correct me,” he told me, when I indicated his busy journey program to promote the film.

It is difficult to avoid the film and its team, like thug LifeThe PR game has been overdrive in the last few weeks. I am sure that Mani Ratnam and Mr. Haasan’s dye-hard fans are also tired of this. At the same time, it is also hearty to see 70-year-old Haasan Krone with a little girl to see the old melodies, or shakes a sharp number on the stage.

The world has changed a lot in the last 20 years when I started as a crook reporter. I remember participating in the launch of Mr. Haasan Mumbai xpressThe invitation to the event was bizarre: it was printed on a fake of 500 currency note. The title ‘Rajkamal Bank of India’ read – Reference to both the Reserve Bank of India and their production house, ragkamal products. Rekha said below: ‘I promise entertainment for the whole family’.

Before the age of mobile phones and social media, information about a film or album was rare, so filmmakers went out to bring their films to the market personally. Some adopted traditional ways to promote their films, such as through newspaper advertisements, while some others were more innovative.

The promotional material was the joy of a collector. In the 1990s, Cassette gave us a quick glimpse of what is expected: Shankar’s audio cassette JeansWith music by AR Rahman, was packed in denim in 1998. I remember I remember walking in a neighborhood shop to buy a special version audio cassette Lesa Lesa in 2003. At a price of ₹ 10 at a time when the cost of the cassette was around ₹ 50, there were only two versions of the title song in Side A and Side B, serving as a curtain-razor for the album composed by Harris Jayaraj. In contrast, today’s audio invites WhatsApp reaches as notifications.

Over time, the publicity agreed to grab more and more eyeballs. I remember the discussion around the launch Madraspatinum In 2010 – invited Madras and old maps of the old currency, and site of the event, the Chennai Trade Center was converted into the 1940s Madras, marching with soldiers and people, who marched screaming slogans.

The actors also have various promotion styles. While Rajinikanth did not propagate personally KabaliThe 2016 film was a big hit in terms of publicity. Mr. Rajinikanth’s face ranged from hoardings to the aircraft everywhere. Parthiban has always been the most unique. People present Irravin Nizal In 2022, the audio launch was congratulated with a mouth organ, while invited Tanj (2024) Came with a great ruler and pen. On the other hand, actors like Ajit and Nayantara stay away from promotion.

Today’s launch is aimed at digital audiences. ‘Singles’ and ‘Hook Steps’ rule the roast. Unlike before, people unfortunately wait for an entire album with songs in different styles. The song itself is cut off in films, which focuses on our decreasing. The target seems to come up with an attractive line and a specific dance that will go ‘viral’ on Instagram. So that the team thug Life Recently there was a ‘thugfluxers’ incident in Chennai, and Mr. Haasan’s reel flooded the Instagram feed. Is there any place where Kamal Haasan, aka Vinveli nayagan (Space hero), not present?

srinivasa.r@thehindu.co.in