While Interstellar and Gone Girl have taken away all the box office charm because of the fictitious terrifying future and the fictitious terrifying woman respectively, only few “bright” minds had noticed the emergence of another mastermind that was featuring fictitious terrifying film-making. I am talking about the hindi feature film”Dear v/s Bear” released under Bhojpuri industries’ Yash-Rajique banner Lotus Films. Here is a study of its movie promotion that worked effectively in its limited budget thanks to unlimited creativity and bravery.
1. Make a blow-by-blow detailed trailer:
“Is it a self aware humor?” A friend asked me when she saw the trailer. I had no answer of that question, but that was a genuine question. There is always a talk to success formula in movie promotions and a good trailer is important part of it. The movie trailer had all the contents of an excellent movie trailer:
– The slide-show of romantic story arc that moves from initial hatred to eternal love via Football and poor VFX.
– A love song, skin show & comic exchange of dialogues.
– The character’s motivation ( to kill everyone with a football, no kidding).
– Anil Kapoor lookalike bears and Maruti Omni (because blowing up Lamborghini is too mainstream )
Verdict: Nailed it !
2. Give yourself an Irrelevant international award
Even before movie’s trailer was released, the film poster showed two major awards:
– Best Feature Film
– Best Actor
By whom? Does it really matter, if it is some Cannes lookalike award?
3. Relevant Brand Placement
The important thing that the promoters of DvB (Dear v/s Bear) learned was that their audience were different from regular Bodyguards and Happy New Years where audience were advised to leave their brains at home. It is a sophisticated movie and its audience are not TV watching menopausal aunties or pre-puberty-Honey Singh loving kids. Hence, they decided that they dont have to make the compulsive pre-release visit to Comedy Nights with Kapil, KBC or kiss Salman Khan’s ass in Big Boss. Instead they choose Rampal Sweets and Restaurant. The reason was simple: because nothing says I love you like sweets made from pure Vanaspati ghee.
Also, the promoters realized that they need to address the (graphically distorted) animal lovers. Their research team found out that the real animal lovers live in Uttar Pradesh who even call the old Vikram Tempos (Tuk-Tuk) Suvar (Pig) because of its front is designed as Pig’s horn. Take the image below as example: The Tuk-tuk owner calls his vehicle Sherni (Mrs Tiger) and has a DvB banner on the back. Genius.
4. Confuse your audience
To be honest, if I had to choose between the movies seeing at the posters below, I would be really confused. Alright, the one at the right has two most admired looking actors but still, both posters were serving each other as both posters had:
a. A girl and a boy in a dangerous situation but posed in an imaginary sex position.
b. Fire explosion (behind football playing bear) against the water explosion.
c. A helicopter (shame they didn’t put the Maruti Omni in the poster, oh wait, they did) against aircraft.
Verdict: Confused Audience.
And if you are wondering why the post’s title says “Promoshan”, well, I am only learning from the best.
Note: All images are taken from the Official Facebook page of Bear v/s Dear. Yes, no need to waste any photoshop or paint brush skills on this post.