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While the trailers of Dharma Productions' own Imran Khan-Kareena Kapoor starrer 'Ek Main Aur Ekk Tu', Aamir Khan's 'Talaash' and Akshay Kumar's 'Rowdy Rathore' have been attached to the Hrithik Roshan-Priyanka Chopra starrer, Saif Ali Khan and Venus are paying the theatres to screen the trailers of 'Agent Vinod 'and 'Tezz' respectively.
"Attaching trailers to big releases is effective due to the eyeballs the weekend generates, and in this case, it's a long weekend due to the Republic Day holiday," Johar said.
"But it can only be leveraged if there is exhibitor support," he added.
Sunil Punjabi, CEO, Cinemax India Ltd, said that 'Agneepath' has, over the last three months, built up consumer expectations.
He feels that it is, therefore, a right platform for these movies that are lining up to release, as they will be able to reach out to a wide cine-goer base and right target audiences.
"The marketing team is following the 'Big Bang' theory: hit as many eyeballs as you can at the same time," he said.
Karan says, he is not sure if paying for promos to play at theatres is an exercise one should emulate, but Sunil is positive about the new trend.
"With a film like 'Agneepath', the regular ad volumes are up by almost 15 times, so, we would be losing out on revenue, if we had to accommodate these trailers for free. But by charging a nominal rate, that's one-fifth of what we'd charge the advertisers, we've created a win-win situation for exhibitions, distributors and producers," Sunil said.
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