Kerala - Kochi   

Film industry takes to aggressive marketing

Talk shows, television bytes, pre-release press conferences and invitations to puja - it seems Malayalam film industry is slowly taking the aggressive marketing route to reach the audience.

"Earlier, we were hesitant to even talk about the movie before its release. The situation has changed drastically," says actor Mukesh. "The film is made for the public and a good marketing strategy would always help in generating interest among them before its release," he says.

Brochures explaining the cast and crew reach media houses well in advance. Invitations to recording and pooja, exclusive for film magazines earlier, are now distributed across the board. Lead actors and technicians visit campuses to participate in talk shows. They also narrate the making of the movie through television channels. Director Vinayan elaborates: "Malayalam film industry was slow in adopting the marketing trends. We have the example of aggressive marketing styles in Bollywood and Kollywood. It is always nice to tell the audience about the movie before its release," he says.

Agrees ace designer Saboo Coloniaa: "The competition is tough. Filmmakers would like to get maximum returns in the initial days of release itself. Changes in the marketing strategy are always a good trend," he says.

G. Krishnakumar

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