Click to play videoMumbai: Foot-tapping music, decked up actors and jazzy set décor are key ingredients of a peppy promotional music video which sets the tone for a film's release. But are these cash-spinning videos making everyone happy?
They tease, they entice and they are full of spice. Be it the racy promo for the film race or the peppy number from the film One Two Three, promotional videos are minding their business — they are marketing the films, luring the audience but disappointing them too at the same time.
For they are usually not included in the film itself and often squeezed in with the credit rolls leaving the fans high and dry.
“I would really feel bad because the song is the most important part of that movie. It is because of the song that people will go to see the movie. So I suppose it should feature in the movie,” says a movie fan.
"I feel very disappointed because I think the song is with the movie,” complains another movie-goer.
Call it a marketing gimmick or a promo song, but for its music composers it means time and effort gone waste.
"I keep on meeting directors and producers of and on. All they talk about is not the situational songs but ‘Yaha pe ek promotional video laga dege and phir yaha pe ek aur music video laga dege. Bas do promotional videos ho jayege toh hamara album hit hai. (A promo video here and a promo video there. That’s it. Our album will be a hit),’” music composer Raghav Sachar says.
Looks like not many are happy with this marketing ploy. Are the filmmakers listening? Why make a song, only not to include it in the film?
"It’s very important now that people watch the film and get the feel of the film. It is the first look of the film that gets the people interested to go and watch the movie. That is why we work extremely hard on this aspect of the movie,” director Abbas Mastan explains.
With crores riding on each film and the first look, what we can hope for is that our movies turn out better than their marketing.
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