Hrithik-Priyanka starrer ‘Agneepath’ is ready to hit the theatre on January 26. Trailers of five movies such as ‘EK Main Aur Ekk Tu’, Aamir’s ‘Talaash’, ‘Rowdy Rathore’, ‘Agent Vinod’ and ‘Tezz’ will be shown along with this film.
Karna Johar who has produced ‘Agneepath’ 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.”
He added, “But it can only be leveraged if there is exhibitor support.”
Sunil Punjabi, CEO, Cinemax India Ltd, said that it is good to promote these movies with Agneepath because large number of people will see the film. He said, “The marketing team is following the ‘Big Bang’ theory: hit as many eyeballs as you can at the same time.”
Karan is also not sure if paying for trailers to play at cinema halls is an exercise one should emulate but Sunil Punjabi is positive about it and said, “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.”
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