Watch the movie promo on reality TV

Filmmakers are cashing in on the popularity of reality TV to hard sell their movies

doweshowbellyad=0; Shah Rukh Khan promoting his latest film on a reality TV show. (TOI Photo)More picsIT’S evident that reality shows are among the mainstays of most television channels. Of late, Bollywood stars have been descending on these sets week after week.
Audiences are now wise enough to know that every time a Bollywood celeb makes a guest appearance on these shows, his or her film is about to release.
“Movie promos are getting slicker,” says RJ Anjaan. “Gone are the traditional ways of marketing through trailers and posters. Today, we have interactive games, SMS contests, mobile downloads — filmmakers are going all out to grab the audience’s attention.”
Lately, they’ve discovered a new medium that they know reaches out to every household — reality TV.

The celebrity guest list in recent times includes music directors like Shankar-Ehsaan-Loy, directors like Farah Khan, Sudhir Misra and Sanjay Leela Bhansali, and actors from Shahid-Kareena, Shiney-Vidya, Sonam-Ranbir, Rani-Salman, to Shah Rukh-Deepika and Soha Ali Khan,” points out student and ardent reality show watcher, Vaibhavi Ghosh.
Actress Chaya Singh says, “It’s difficult these days to promote a film with mere ads and interviews. Besides, there’s no denying that every home is closely following at least one reality show. So filmmakers are using them to be more visible. Films are competing among themselves anyway, so why not fight for the best promotional tactic too?”

One actor who has been on two reality shows to promote her film is Chak De! India girl Anaitha Nair. “It’s a unique experience. You’ll be surprised how many people watch these shows. Since we girls had a different look in the film, people started to recognise us from the TV show.” says Anaitha.
The channels are not complaining either, as these stars add extra glitter to their popularity. “If I know that my favourite star is going to be on a particular show singing and dancing, I will definitely tune in,” Chaya points out. Anaitha agrees, saying, “The tie-up works well for both the brands. The channels get higher TRPs and advertisers and filmmakers gain recall value for their upcoming films. Of course, the celebrities shouldn’t take away from the essence of the show. The focus should be on finding that best singer or choreographer and not on stars going on and on about their films.”
Anjaan adds, “These gimmicks will have an adverse effect if the films fail to impress. Today’s consumer is smart. If, even after being bombarded with celeb tricks, he chooses not to watch a film or even changes channels, the tactic would fail. Then again, I don’t mind being haunted by a Deepika Padukone every night.”

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