Make a video, sell a film
Slick trailers don't matter anymore, but specially crafted music videos do get the audiences hooked to a film.
SNEAK PEEK Music videos are serving as excellent advertisements for publicising new releases.
Viewers are getting smarter by the day, compelling filmmakers and producers to think harder and come up with better promotional strategy. Moviemakers even hire seasoned advertising professionals to make slick trailers. But audiences have learnt that the best part of many films are, well, their trailers. Film industry biggies have been quick to spot the apathy towards promos and have hence shifted gears.
To draw the eyeballs, how about a music video that works as a five-minute teaser? When the best players in the business come together, the videos are bound to be chartbusters. The trend that started with films like Bhoot, Dhoom and Kaal is refusing to die down. With the success of Bluffmaster, Zinda and Taxi no.9211 videos, the trend has gathered more steam.
Think global; act local
"The whole dimension of film-making is undergoing a change. You can no longer pack six songs into a movie without punctuating the flow of a story. So some songs end up being background scores. International films have, for a long time, used music videos for promotional purposes. The videos are in sync with the spirit of the film. This is catching on in India," analyses producer/director Rohan Sippy, who masterminded the Right Here Right Now (Bluffmaster) and Meter Down (Taxi no.9211) videos.
"Right Here... caught on like a frenzy. Talking of Taxi, we felt that Meter Down is a nice catchphrase. The song comes only in the background and I thought it would get lost if not made into a video. Plus, through a video, we would be able to tell people that it's a fun film and not just a thriller," adds Rohan.
Sameera Reddy, who featured videos for Taxi and Darna Mana Hai, adds, "You don't top the charts just by shooting a video. There are many private music albums doing the same. For a film, it helps to have a theme. The Meter Down video resembled a 50's or 60's Hollywood film. I was asked to sport an Audrey Hepburn kind of look."
Such videos, apart from being aired on television, are used either as a title song or during the credits at the end. Leading actors and international artistes add value to these videos. If Shah Rukh Khan and Malaika Arora Khan added to star attraction in Kaal, videos made for Bunty Aur Babli (featuring Amitabh Bachchan as the cool cop) and Page 3 convey the spirit of the film. Says composer Salim (of Salim-Sulaimaan brothers), "You are seeking attention from people who are tired of watching innumerable music videos on television. So the work has to be out of the ordinary. A lot of planning goes into the song and the video."
Manishankar's forthcoming film Mukhbir is sans songs but has a promotional video shot on Sammir Dattani at various locations in Hyderabad. Likewise, Subhash Ghai's 36 China Town has a remix promotional video that features dancers from China shaking a leg with Kareena and Shahid.
As long as films are being successfully peddled through videos, there's scope for more.
Videos that rocked...
Dhoom - Dhoom Machale - Tata Young
Kaal - Kaal Dhamal - Kunal Ganjawala
Darna Mana Hai - Darna Mana Hai - Sunidhi Chauhan
Bhoot - Bhoot Hoon Main - Sunidhi Chauhan
Page 3 - Huzoor-e-ala - Asha Bhonsle
Kyaa Kool Hai Hum - Dil Mera - Jay Sean (Rishie Rich project)
Bluffmaster - Right Here Right Now - Abhishek Bachchan
Taxi no.9211- Meter Down - Adnan Sami
Bunty Aur Babli - B&B - BlaazeAksar remix of Ek Jhalak Dikhlaja - Himesh ReshamiyyaZinda - Zinda hoon main - Shibani Kashyap
Pyare Mohan - UK band Trick Baby
36 China Town - a remix video featuring Kareena and Shahid
Mukhbir - video featuring Sammir Dattani
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