In a recent flourish of promotional creativity, actor Shane Nigam playfully pondered if Rashmika Mandanna might join his next film project, while he confidently asserted that co-star Anagha LK was an impeccable choice. Baburaj too, received Shane’s stamp of approval for a role that demanded humorous flair. But this insightful exchange isn’t from an upcoming film—it’s part of a promotional reel for *Little Hearts*, a movie released on January 26, showcasing the expanding landscape of film marketing in Malayalam cinema.
The film *Falimy*, another example of marketing innovation, embraced the power of promotional reels to captivate the younger audience and ensure a strong opening, particularly with one starring Basil Joseph, directed by debutante Nithish Sahadev.
This evolution in movie promotion transcends conventional tactics like posters and has transformed film launches into major events. Take the example of Lijo Jose Pellissery’s *Malaikottai Vaaliban*, which went viral with its accompanying comic book and character-inspired masks. Similarly, ‘first look’ posters, trailer teasers, and star-driven promos dominate the news cycle, while audio releases and audience reactions after premieres engage fans on a more interactive level.
Sangeetha Janachandran, who established Stories Social Marketing and Communication half a decade ago, faced initial resistance in being acknowledged as more than a public relations officer. Nowadays, production houses eagerly collaborate on promotional strategies with her team, signaling a 360-degree turn in marketing approaches.
One recent campaign that illustrates this shift is the video “Unmasking The Star,” which introduced Shane to a Tamil audience for his debut *Madraskaaran*, amassing over 177,000 views. Sangeetha emphasizes the value of working with influencers who understand the local zeitgeist, tailoring campaigns depending on the film’s content and budget.
Equally strategic is the approach for films like Tovino Thomas’ *Ajayante Randam Moshanam* (ARM), which demanded a multilingual marketing effort to coincide with its release in five languages. Vaisakh C Vadakaveedu, part of the promotional brain trust, alongside Jinu Anilkumar, is no stranger to crafting buzzworthy campaigns, with a portfolio including hits like *2018*, *Jaya Jaya Jaya Jaya Hey*, and *Neymar*.
The promotion of *Falimy*, dealing with familial themes, avoided the trap of appearing like a mere family drama by engaging influencers to craft original content. Contests and collaborative scripts further personalized the film’s outreach efforts.
Even promotions that involve the film’s stars, like the dance video conceptualized by Basil for *Jaya…Hey*, add a fun element that resonates with audiences. Similarly, creative teasers, such as the positive pregnancy tests shared by the cast of Anjali Menon’s *Wonder Women* to generate buzz, highlight the originality now central to film promotions.
Nostalgically contrasting current strategies, still photographer Gopalakrishnan reminisces a bygone era where stills and posters were the sole promotional tools, a practice even he has abandoned, as evidenced by his son Vishnu Raghav’s *Vaashi*. The restraint in sharing photos before its theatrical release aimed to preserve the excitement, despite the open-book nature of today’s social media-centered stars.
Ingenious promotional tactics, such as discussions at a law college for *Vaashi* and the strategic release of flood footage for *2018: Everyone Is A Hero*, exemplify the nuanced efforts to forge connections with the audience while maintaining a sense of allure.
The marketing push for films like ARM and *Manjummel Boys* has already begun, with celebrities like Hrithik Roshan and Rakshit Shetty participating in teaser launches and creating anticipation with 3-D teaser events.
Sangeetha wraps up by emphasizing that customized promotions are critical for targeting the right audience, acknowledging that a concerted marketing effort can make the difference between a film being a cinema experience or an OTT watch. As the industry evolves, the collaboration between creative and production teams becomes indispensable in capturing audience imaginations and ensuring box office success.
