Lights, camera, no promotion for Karan Johar

in the late ‘90s, when Kuch Kuch Hota Hai and Kabhi Khushi Kabhi Gham released, there was no such thing as ‘promotion’.

Dharma Productions like most big banners, is known for its aggressive promotion. But that may not be the case in the future. Karan Johar has adapted a new strategy to keep up with the changing times. During the trailer launch of Kapoor & Sons he said, “Most films have a five or six-week window now and I think that’s where you can maximise the expense and also create maximum impact. It’s the new way forward. 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.”

Will this new strategy apply to all his upcoming films The director shared an interesting observation that may soon become a trend. He said, “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 Hota Hai and Kabhi Khushi Kabhi Gham 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 out film. It’s less marketing, more begging.”