Telugu Film Industry never faced a huge crisis that they have been facing from past years due to internet revolution and video piracy. Many heroes like Mahesh, Pawan Kalyan have directly participated in attacking the pirates who actively affected the collections of the big movies during the past decade. Lately, it has become a common practice that the big movies’ pirated copy is being released as early as the first show was over. To counter this, big producers are now planning extensive release in many theatres for the opening week.
To get maximum people to watch the movie during this week, producers are planning publicity and marketing in a big way. They are spending more than 15% of the movie budget for promotions. In these promotions, the digital marketing has taken a bigger role than the traditional paper and broadcast media coverage. With the evolution of internet the social networking sites like Facebook, Twitter took the place of news breakers while the newspaper and TV still remain relevant, the video hosting site Youtube has become the new battleground for fans to show off craze of their heores. The producers use this as a tool to show off how crazed and hyped their film is.
The producers are hiring new strategists who understand the digital marketing and plan it accordingly. The youtube views that a trailer or teaser can achieve in given time has become new way of promoting a movie. Janatha Garage still holds as a winner in this rat race as it crossed 1 million views in 6 hours. The two eagerly awaited teasers of Gautamiputra Satakarni and Dhruva released on Dussehra. Both crossed 1 million views but fans are discussing how fast they have reached that mark while one did in 17 hrs other did in 22 hrs.
The PROs are also working overtime by publicizing this factor and also asking the most popular accounts on Twitter to post the positive comments on the teasers and trailers released. Any trailer crossing the landmark should not be a issue as many people would be interested in watching the teasers of the awaited big movies, but in their bid to show off the craze and score points from heroes, PROs are turning this into a habit. But this habit is spreading negativity rather than a positive publicity as most of the fans who are immature and take pride in hero’s image, records and craze, are using these new records are the matter of pride and prestige.
Hope we can find better ways to spread the message that a movie is releasing rather than resorting to giving tags that this is a record and that is All time record. Records are meant to be broken and numbers won’t last forever.
