Anurag Kashyap has been cost conscious about Ugly

Small films need to be promoted in a big way. But with Ugly, Anurag Kashyap has defied this popular trade mantra delving into a novel, focussed marketing strategy.
The filmmaker has done his best to remain in the shoestring budget and allow his film's content to drive people to the theaters. "I was very cost conscious about Ugly. We didn't have the finance to sustain two months of promotions on a film that doesn't cost that much.This film's initial audience is predestined and even if we had promoted it for six months, we wouldn't have still got more than 500 screens."
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The filmmaker continues, "Ten days is enough for Ugly whose primary audience is people who like my films, people who like Ronit and people who have liked the trailer. It might grow with word of mouth but the primary audience will come in the first three days. A far as PKgoes, of the 60% of people who will watch PK in the first week, even if 2 people from each show come for Ugly, we are home."
Ugly is all set to release on December 26 and is touted as Anurag's best film since Black Friday!
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