New Delhi: Shah Rukh Khan is known for his marketing skills and thus, when the news of his collaboration with Rohit Shetty was announced, it was believed that Shah Rukh will take care of the publicity drive.
After 'Ra.One', Shah Rukh emerged as someone who knows how to bring different advertisers on the same platform. He is among those celebrities who are endorsing the most number of products. It helps them in two ways, first they remain in the public's eyes and second, it covers the extra cost of publicity for the film. Technically, a brand can refuse to be a part of a film promotion but they don't have any real reasons to do so when they are getting it as a package deal. In fact, shedding some more money is a better option for the brands as it will give them a visibility for at least three weeks because a big film normally remains in cinema halls for that much time.
It's a common practice for sizeable Bollywood stars to appear on TV soaps and reality shows as the small screen has emerged as a big tool for film publicity in recent times, but there are some side effects to this trend. For example, at the time of 'Ra.One', the first teaser of the film was released some six months before the actual release during the cricket world cup. The makers left no stone unturned in marketing their film, it seems as if they are on a mission to make 'Ra.One' the most endorsed Hindi film ever, but all this forced the audience to expect a lot from the film.
Once the expectations grow, the only thing which can satiate the spectators is the content quality. Huge publicity drive increases the cost of the final product significantly which can't be covered by just selling the satellite rights. On the other hand, the viewers gear up for a never-seen-before experience, which simply doesn't happen, and ultimately the film suffers.
Once again, Shah Rukh is on TV, banners and billboards for the promotion of 'Chennai Express'. Despite the fact that 'Chennai Express' has been said as a Rohit Shetty film, Shah Rukh Khan is working hard to make it his film. His brand positioning will be questioned in case the film fails to cross the expected limit.####
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