The strategy of releasing trailors of a film at theatres, well before its musical launch, is fast catching up with producers. After LAGAAN, it is the teaser of DIL CHAHTA HAI which is drawing considerable attention among the theatre-going audience. "We introduced the 70-second teaser as part of our promotional strategy for the film, one month before the music launch, to introduce the film to the theatre-going audience. Television promos are definitely indispensible, but since the audience gets confused between all of them, it is best to introduce them in the theatres first and on television later," says producer Ritesh Siddhwani, justifying his decision.
Siddhwani admits to having received calls from several exhibitors, about the audience reaction to the teaser. "They feel that the audience is reacting positively to a trailor after a very long time, besides the exception of LAGAAN," Siddhwani states, adding that he is planning to screen a new teaser of the film at theatres every week.
One may probably conclude that it was at Aamir's behest that Siddhwani adopted an innovative marketing approach for his film. But, according to Siddhwani, Farhan Akhtar and he had been working on the marketing strategy of the film for months together. "We are marketing the film on a totally different level, which is why we decided not to sell it to distributors at any under-production stage," he says.
Siddhwani is also looking forward to the music release of the film on 22nd June. "T-Series had never left the film. It always had its music rights. I don't know why the film was tagged along with the other films," he says, with a smile on his face.
More Pages: Dil Chahta Hai Box Office Collection , Dil Chahta Hai Movie Review
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