New Delhi: As they say, slow and steady wins the race. The same apparently applies to the race amidst Indian cinema. For years, Bollywood dominated the showbiz arena but, now, South Indian cinema appears to have marched past by miles. There’s no denying the fact that an intriguing script and compelling performances by the star cast are necessary to make a film a blockbuster. However, the South Indian entertainment industry has also mastered the art of marketing which serves as the cherry on top. How, you ask? Well, let us enlighten you.
In recent years, films like Baahubali 2: The Conclusion, RRR, Salaar: Part 1 – Ceasefire, Kalki 2898 AD and K.G.F: Chapter 2 have garnered massive buzz even before their release. But what is the common thread between these movies? It would not be wrong to say that audiences were sure these movies would shatter Box Office records on their opening day, even before they hit theaters. Isn’t it?
After years of experimenting, South Indian cinema seems to have discovered the perfect marketing formula to strike a chord with viewers worldwide and, that too, without going overboard with it. Here is how:
Intrigue: Bollywood Vs South cinema
Producers today make sure their teams dedicate a significant amount of time to film promotions. Teasers, posters, trailers and other stuff are carefully designed to entice moviegoers and drive them to theaters. However, Bollywood often jumps the gun. We bet you must have heard of various instances where visuals from film sets leak online. While this can be debated to be a deliberate promotional strategy, it often creates the perception of a lack of control and professionalism. This also suggests at times that filmmakers are not serious enough about their projects.
On the contrary, South Indian films maintain a firm grip on their promotional content. From maintaining secrecy on sets to well-strategised campaigns, only carefully curated details are released to build intrigue. This approach is pursued to keep the mystery surrounding the flick intact. It helps in keeping audiences eagerly waiting for the release as well.
The hero’s stature
Ever since its inception, South Indian cinema has maintained and respected the stature of its heroes, who lead from the front. How often have you seen South Indian actors engaging in frivolous activities during film promotions? Rarely, if ever. Instead, they maintain a dignified approach that aligns with their on-screen personas.
On the other hand, Bollywood actors frequently indulge in meaningless pranks that often feel fake and scripted. In their attempt to gain traction online, they sometimes also participate in cringe-worthy Reels. This humongous difference in approach yields results of varied natures that are evident in the Box Office collection.
Pushpa 2 taking the baton forward
A prime example of a flawless marketing strategy is Pushpa 2: The Rule. Originally a Telugu film, its brilliance was evident when the filmmakers daringly chose to launch its teaser in Bihar, where the Telugu-speaking population is less. Still, the historic Gandhi Maidan in Patna was jam-packed for the event. A tactic that has been used in the past as well, with some of the biggest South Indian releases booking entire stadiums for fan events prior to their release to connect with the audience on a personal note.
The Sukumar directorial isn’t just eyeing pan-India success, it is also aiming to conquer the global Box Office. Pushpa 2: The Rule has already made history as the fastest Indian film to surpass the prestigious USD 1 million mark in pre-sales in the US. It is to be noted that this milestone was achieved even before the trailer was unveiled as advance bookings began much earlier.
All these factors come together to highlight the brilliance of South Indian cinema’s marketing strategies and serve as a lesson for Bollywood. They act as a precursor to the possibility of Hindi cinema being left behind by margins that may soon become hard to cover.
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