Amongst all the biggies that are about to strike practically every week in the month of August, it is Akshay Kumar‘s It’s Entertainment which has taken an early lead as far as the promotion is concerned. Even though one waits to have a dekko at the First Look of Singham 2, Mardaani and Raja Natwarlal, all prime attractions in August, the makers of It’s Entertainment decided to open their campaign almost three months in advance.
“That’s the core idea,” informs a source attached to the film, “Instead of bombarding the satellite, online and print world with in quick time, it was felt that a longer and sustained campaign would prove to be much more lucrative. It’s Entertainment is a very big film and it just suits all to ensure a sustained momentum in buzz and hype generation over a period of time.”
When it comes to Akshay Kumar, this isn’t a new trend, considering the fact that even the First Look of his Holiday was unveiled three months ago in the month of February even though the film would be hitting the screens only on 6th June.
“There is a huge entertainment quotient that It’s Entertainment carries for kids,” the source adds, “With summer vacations on, it just made sense to unveil the film’s promo now. Kids these days are very savvy when it comes to film entertainment. They can be seen conversing about the newest releases in their friend circles. Since It’s Entertainment also has a dog as a special attraction, there is so much for kids to cherish and relish. The summer season is just the right time to embark on a mega campaign as kids are expected to root for it and spread word of mouth.’
For producer Ramesh Taurani, who has always believed in taking the ‘big’ path when it comes to his films, It’s Entertainment is no different from his biggest till date, Race 2, which had released last January.
“There is certain belief that we carry when it comes to the production values for our films. We think big, execute big and promise big,” says Taurani who is coming together with Jayantilal Gada of Pen India for the Akshay Kumar and Tamannaah Bhatia starrer, “This is a clean family film which is going to cater to all segments of audience and that too across age groups. The film is going to live up to its title.”
From Sajid-Farhad, the writers of Golmaal series, Bol Bachchan, Housefull 2, Double Dhamaal and more, who are making their directorial debut with It’s Entertainment, one doesn’t expect anything lesser.