KJo in favour of six-week film promotion strategy

Karan Johar is a filmmaker who has known a time when film promotional events were few and far between, unlike today when they are absolutely the heart and soul of the pre-release activities. He has come out to say that he thinks a long eight-week promotional plan is a bit too heavy.

According to Deccan Chronicle, Johar stated at the launch of ‘Kapoor and Sons’, “Most films have a five or six-week window and I think that�۪s where you can maximise the expense and also create maximum impact. The entire two months promotion thing is stretched. There is so much content out there that there is exhaustion. If you hear the same thing about the film again and again, by the time the film releases you feel it is already out. Six week window keeps the film alive”.

He also went on to say he hopes this becomes the norm as time passes, “I hope there is a zone where we don�۪t need to promote the film the way we used to. As a director in the late �۪90s, when Kuch Kuch… and Kabhi Khushi… released, there was no such thing as ��promotion�۪. It was the trailer and the music, which was out. It is only now that we are reaching everywhere trying to sell our film. It almost feels like we�۪re begging people to come watch our film”.

‘Kapoor and Sons’ is directed by Shakun Batra and produced by Johar’s Dharma Productions. It stars Sidharth Malhotra, Alia Bhatt and Fawad Khan in the main roles.