Bachna Ae Haseeno: Yash Raj Films goes strong on movie promotion and marketing
Till now, Yash Raj Films (YRF) did not bother about marketing or promoting movies. They are one of the biggest production houses in Bollywood and their logo is enough to draw crowds in front of theatres but their previous yea’s performance has forced them to change this idea. With movies like Ta Ra Rum Pum, Tashan, Jhoom Barabar Jhoom, Thoda Pyaar Thoda Magic, Laaga Chunari Mein Daag, Aaja Nachle being badly beaten up in box office, they are now taking all the precautions for their upcoming movie, Bachna Ae Haseeno. Normally, YRF starts promoting their movies four or five weeks before releasing in theatres. With Bachna Ae Haseeno, YRF is doing two months of promoting prior to its release on August 15th.
Lots of things have changed in Bollywood over time. Previously, it was the heroes who mattered most in movies. Only the name of Amitabh Bachchan was enough to make a movie house-full in those days. Now that concept is not present anymore. Marketing is the biggest weapon of today. Last year, Om Shanti Om became a major hit. Thanks to the strong marketing activities that made the movie a hit in the box office.
