So we know that Bollywood is making money and we know that the stars are being paid exorbitant prices. But now let’s talk about the way Producers are recovering and making money no matter how the movies perform at the almighty BO. The new Powers Of Be in the Film Industry are not the underworld or the big banners but it is that little glimpse of Pepsi the hero is drinking or the Tide detergent a screen mother is using (as seen is Krrish). Yes its all about marketing and this alternative revenue source is a godsend to the industry.The first to come up with this brilliant plan was Subash Ghai in his Yaadein. However subtlety was lost on Ghai and the viewers were wondering if they were watching a 3 hour movie or a non stop ad where the products ranged from a Mouth freshener to a cycle! Thankfully the producers have become smarter and the products are being placed more strategically.
Out of the 10 crores marketing campaign for RDB, Eighty percent was put on the table by big brands like LG, Berger Paints, and Airtel etc. In the movie Corporate the entire cast is nattily dressed in Allen Solly attire and who can forget Priyanka Chopra munching on Lays in Krrish as there is no tomorrow. Personally I think its a good trend if in moderation as this will encourage film makers to take more risks and just not worry about the BO Performance.
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