Making-of videos, the latest trend in K'wood

The term 'making-of video' might have a corny ring to it, but it has become the buzz word in the world of Tamil cinema promotions of late. In the last couple of weeks, we've had three making-of videos that have been released online. A making-of video of the bilingual Mahaabali that was released on Anushka's birthday has created a buzz online as well as offline for the film.Showcasing the effort that went into developing the character of Anushka in the video sure seems to have struck a chord with film lovers.
But the filmmakers say that the video wasn't just 'fan handout', but part of a larger audience-connect plan. 'It is a part of a long-term strategy to engage the audience with the product through different stages of production. Our movie is going to be made over a period of two years, and we want to make the audience a part of our journey, and thereby establish a strong connection with the movie,' says producer Shobu Yarlagadda.
The audience got to know the key role of special effects in the making of Vishwaroopam, when a making-of video was released online recently. Many were surprised by the VFX revelations and became aware of Tamil cinema's technical advancement.
Meanwhile, many filmmakers are using the making-of video for their film's promotions. Ahead of the film's release, recently, a making-of video of IrandaamUlagam's re-recording in Budapest created a buzz online. Earlier, the making of a fight sequence in Singam 2 revealed the efforts taken by the technicians and the actors for an action scene. The making-of videos of Settai and Ethir Neechal also created hype about the films. Before the release of 7aum Arivu, the makers released a few interesting episodes on the making of the film, and this publicity strategy piqued curiosity.
When the makers of Raja Rani released the making-of video of the song Oda Oda, the song became an instant hit. Director Atlee says, 'Making-of videos add to the promotion of the film. Bloopers and behind-the- scenes visuals, which are shown in these videos, have always been well received by the audience.'
These videos, even when they are poorly received, create a buzz for the film. Director Bala's making-of video for Paradesi is a case in point. It went viral online just a couple of days before the release of the film, and though it invited negative criticism, it nevertheless created enough curiosity about the film in the audience. (With inputs from Karthik Pasupulate)