It's a first for Karan Johar. Never before has he displayed such a high level of confidence in his cinema as he's now showing for Kapoor & Sons. For the first time in the history of Dharma Productions, their film Kapoor & Sons would have its first trial show for family and crew on Sunday, five days ahead of release.
Not only that, Karan Johar has planned an ingenious marketing scheme to promote the film through his friends in the film industry. He plans to show Kapoor & Sons to all his 'Kapoor' friends in the film industry throughout the week leading up to the release on Friday.
Says a source from the film's core team, "The industry is filled with Kapoors and Khans. And since Kapoor & Sons is a film about a family of Kapoors, Karan will show it to the entire Kapoor clan of Raj and Krishna Kapoor in one show. He intends to bring everyone in the RK clan from Randhir, Rishi (who plays a pivotal role) and Rajiv to Kareena, Ranbir, Armaan etc, under the same roof. Similarly he will host a trial for his pal Ekta Kapoor's parents Jeetendra and Shobha Kapoor, their family and relatives. A third screening will be held for Boney and Anil Kapoor and their entire clan including Arjun and Sonam. Then there are the other lesser known Kapoors in Bollywood who will also be invited to see Kapoor & Sons by Karan Johar."
This unique marketing strategy of using the surname that runs through the film to promote it among the families with the same surname in the film industry, is likely to be a one-of-its-kind phenomenon in the film industry.
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