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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 sources said.
"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 expectations. 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 audiences.
"The marketing team is following the 'Big Bang' theory: hit as many eyeballs as you can at the same time," he said.
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.
While the trailers of Dharma Productions' own ImranKhan-Kareena Kapoor starrer Ek Main Aur Ekk Tu, Aamir Khan'sTalaash and Akshay Kumar's Rowdy Rathore have beenattached to the Hrithik Roshan-Priyanka Chopra starrer, SaifAli Khan and Venus are paying the theatres to also screen thetrailers of Agent Vinod and Tezz respectively, industrysources said.
"Attaching trailers to big releases is effective dueto the eyeballs the weekend generates, and in this case, it'sa long weekend due to the Republic Day holiday," Johar said."But it can only be leveraged if there is exhibitorsupport," he added.
Sunil Punjabi, CEO, Cinemax India Ltd, said thatAgneepath has, over the last three months, built up consumerexpectations.He feels that it is, therefore, a right platformfor these movies that are lining up to release, as they willbe able to reach out to a wide cine-goer base and right targetaudiences.
"The marketing team is following the 'Big Bang'theory: hit as many eyeballs as you can at the same time," hesaid.
Karan says, he is not sure if paying for promos toplay at theatres is an exercise one should emulate, but Sunilis positive about the new trend.
"With a film like Agneepath, the regular ad volumesare up by almost 15 times, so, we would be losing out onrevenue, if we had to accommodate these trailers for free. Butby charging a nominal rate, that's one-fifth of what we'dcharge the advertisers, we've created a win-win situation forexhibitions, distributors and producers," Sunil said.
