Shooting’s over, production work’s done and it’s time for the film’s release. Hrithik Roshan is hard at work to promote his latest film Kites, but says he’s not too good with the marketing aspects and would like to learn from seniors like Shah Rukh Khan and Aamir Khan.
During a recent trip to New Delhi, Hrithik Roshan said that he did not know much about the strategy and the marketing side of films. He added that he was still young in that space and needed to learn the ropes from “my seniors and people who have inspired me like Shah Rukh and Aamir”.
Directed by Anurag Basu and produced by Rakesh Roshan, Kites is scheduled to hit screens on May 21. The film, which also stars Mexican actress Barbara Mori (Barbara Mori in Kites: photos) and Kangana Ranaut, is about the journey of two lovers – an Indian dance teacher and a Latin woman who don’t understand each other’s language, and will be released in both Hindi and English.
Promotion is under way, and Barbara Mori is expected to be in India in May to join the team.
One of the tools being used to promote the film is Hrithik Roshan’s debut as a singer with Kites in the Sky.
The actor is still not convinced he’s very good at the promotion bit. He said he does not have that talent and he’s still learning.
Marketing it right
When it comes to marketing, Aamir Khan knows what it takes:
3 Idiots. The bumchum chairs at multiplexes across the country; an alternate reality game conceived Zapak that had Aamir travel across India and pop up in different disguises in places such as Varanasi, Palanpur or even Saurav Ganguly’s house in Kolkata; 3 Idiots stickers on autorickshaws; a tieup with Reliance Life Insurance to communicate the message of the film — all is well; the spat between producer Vidhu Vinod Chopra and author Chetan Bhagat; and a really feel-good film. How could 3 Idiots not be a blockbuster?
Ghajini. For this, Aamir Khan used a hairstyle as a marketing tool. First he got the ushers for his film to sport the Ghajini haircut. Then, he got ushers for Shah Rukh Khan’s film Rab Ne Bana Di Jodi to also sport the look. Life-size cutouts of Aamir’s Ghajini look (remember that six-pack?) at theatres screening Shah Rukh’s film also worked wonders.
Jane Tu Ya Jaane Na. For the launch pad for his nephew Imran, Aamir Khan came out of seclusion and embarked on a media blitzkrieg. Imran and his costar, Genelia, were everywhere – on TV, in newspapers, in magazines – and, surprise, so was Mamu Jaan! Jane Tu… was also opened on fewer screens. The film, with Rahman chartbusters and fresh stars, had to be a hit.?