Bharati Dubey | TNN (THE TIMES OF INDIA; September 18, 2011)
Mumbai: When Salman Khan’s Bodyguard hit movie theatres on Eid, viewers saw a teaser trailer of the Hrithik Roshan-starrer Agneepath, which will release only six months later.
This is Bollywood’s latest marketing tool—releasing ads before the movie hits the screen. The idea is to “tease” fans so that they queue up to watch the film within the first two weeks of its release. “The idea is to intrigue fans,” said an insider. Film-maker Karan Johar, who has retold Amitabh Bachchan-starrer Agneepath with Hrithik, said, “Agneepath releases in January 2012 and we thought promoting the film along with Bodyguard will help target a large audience.” Incidentally, the first look of Shah Rukh Khan’s Ra.One was released in January announcing the film’s release in Diwali.
Film distributor Shyam Shroff said, “The release of teaser trailers has become a big event now. With nearly a million hits each on YouTube for Agneepath and Chammak Challo song from Ra.One in a few days, show how popular the medium has become. Special promos are clubbed with special effects. A distributor or exhibitor can gauge the kind of curiosity the movie will generate on opening. Just afew days ago, the teaser trailer of The Dirty Picture was out.” Shailesh Kapoor of Ormax Media said, “The film’s first look was released during the cricket World Cup, and hence, More >
The response to the one-and-a-half-minute teaser of Dharma Productions’ Agneepath that broke yesterday with Salman Khan’s Bodyguard has been overwhelming, from both the industry as well as the audience. The film is slated for a January 13, 2012 release, but it already has a fan base in place.
Film critic Rajeev Masand says, “I loved it. It is one of the most visually impactful promos I’ve seen in a long time. The very first visual of Sanjay Dutt, who plays the baddie Kancha, dragging a man (who I am assuming is Hrithik Roshan’s father) up the stairs leaves a mark. The montage of the huge Ganpati statue and several such images stay in your mind. The film has an A-list star cast like Rishi Kapoor, Priyanka Chopra and Hrithik Roshan.”
Masand is all praise for Dutt. “His look is so menacing. I must hand it to the actor for going all out to get this look right. He has bravely shaved his head, donned earrings, bulked up his physique; everything is so larger-than-life. I think he is the meanest character one has seen on screen in a long time.”
Rajeev continues, “Hrithik is equally exciting as Agneepath marks his return to the action genre. . Hrithik’s Vijay complements Sanjay’s Kancha perfectly. If Sanjay wasn’t such a mean villain, the hero may not have had enough to chew on. But here, you can see Agneepath as being a fight between equals.”
Trade analyst Taran Adarsh says, “Agneepath More >