Aamir Khan plans big 'Ghajini' push over internet

The internet is increasingly becoming the media favored by producers to promote their films and Aamir Khan, who has been a pioneer in the field, has drawn up ambitious plans for 'Ghajini', which is releasing on December 26.

September 1, 2008 (Sawf News)- The internet is increasingly becoming the media favored by producers to promote their films and Aamir Khan, who has been a pioneer in the field, has drawn up ambitious plans for Ghajini, which is releasing on December 26.

A very large percentage of box office collections come from multiplex audiences, young people who tend to be internet savvy. Producers are now realizing they can get more bang for their bucks through rich media ads served to young eyeballs surfing the net in the privacy of their rooms, as compared to exorbitantly priced TV ads blaring on sets in empty living rooms.

Some of the recent films aggressively promoted over the internet using social networking sites and YouTube include Vipul Shah produced Singh Is Kinng, Ritesh Sidhwani produced Rock On and Azam Khan produced Phoonk.

Some sources estimate Vipul Shah may have spent Rs 30 Lakhs to promote Singh Is Kinng over the internet, the highest so far.

Coincidently, all three films have done well at the box office with Phoonk having shocked critics with its success.

In the past, Aamir Khan has used the internet cleverly to create a buzz about his upcoming films, even though his methods have been dubious.

He would become very active on his blog shortly before the release of his film. Next, he would slip in a flaming post that was sure to catch media attention. The ensuing controversy and wildfire media attention would get him and his upcoming film more publicity than many crores spent on TV and print media ads!

Before the release of Taare Zameen Par (2007), Aamir stirred the proverbial hornets nest through some uncharitable criticism on his blog of the award winning film Black, starring Amitabh Bachchan and Rani Mukerji. More recently he put Shah Rukh Khan’s patience to test by alluding to him as a dog in a post before the release of Jaane Tu Ya Jaane Na.

This time around Aamir is planning to play it clean, but be even more innovative. The Ghajini website is expected to feature a lot more interactivity and videos created specially for the internet.

Anyone who has seen the lavishly made Singh Is Kinng theatrical trailer over the internet will understand the logic of Aamir's approach. Video's made for the big screen look a lot less impressive when viewed on YouTube.

Aamir, we understand, plans to create a large number of low cost promotional videos shot especially for distribution over the internet. If what we hear is true, expect to see Ghajini promos on the thousands of Bollywood sites online today, at no additional airing cost to Ghajini producers. With TV promos you spend big buck making them and equally big bucks airing them. Internet videos have no associated airing costs.

Aamir is also planning a mobile version of the Ghajini site allowing multiplex audiences to view the promos not just over the internet but also over their cell phones.

Courtesy: sawf.org