While in the recent past children's films have been obviously targeted only towards kids, the makers of Chillar Party have made a conscious call to look at adults as well as kids alike and promote/package it in a way so that it appeals to a much wider and a universal audience.
Says a source from the production house UTV, "One of the major steps towards marketing the film differently was to rope in Salman as a co- producer. Since this is his first project as a producer under 'Salman Khan Being Human Productions', he was all the more enthusiastic when it came to creative involvement in various promotional plans for the film. This decision really worked in the film's favour since these promos reflected Salman's personality rub off on the kids featuring in the film."
In fact one of the promos even promotes anti-piracy. This comes soon after Salman urged I&B minister Ambika Soni to make the film tax-free. The kids in the promo do the same as they request audience to buy tickets and enjoy films in theatres rather than buying pirated CDs from local vendors.
"The buzz started much earlier during the IIFA screening of the film", the source continues, "Meanwhile we also sponsored the WWE show on Ten Sports for as good as three weeks. Considering the fact that the children in the film are of rebellious nature and WWE is one of the all time favourite programs for children, sponsoring this program was a good fit for the promotion of the film. The icing on the cake was Ranbir Kapoor item number ' Tai Tai Phish ' that has become a rage with the kids."
Guess failure of over a dozen odd children films during last 3-4 years' has finally made Bollywood realise that a new strategy has to be thought of if at all movies belonging to this genre had to make any headway theatrically. Perhaps Chillar Party would be the first step in this direction.
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