In a groundbreaking move that is set to redefine the movie promotion landscape in Bollywood, Karan Johar’s Dharma Productions has announced that they will no longer be conducting pre-release screenings for their upcoming films. Instead, it has been decided by the production house that they will host press screenings on the morning of the release day for each film.
The joint statement duly signed and issued by Karan Johar and CEO Apoorva Mehta outlines the rationale behind this decision. According to the statement, the traditional practice of conducting pre-release screenings often leads to premature reviews and spoilers, which can impact the film’s box office performance.
By delaying the press screenings until the morning of the release day, Dharma Productions aims to create a sense of anticipation and excitement among audiences. The hope is that this strategy will encourage people to watch the film in theatres without being influenced by pre-release reviews.
This move is a significant departure from the established norms of the film industry. Traditionally, pre-release screenings are an important part of the promotional campaign for a film. They allow critics and media outlets to preview the film and write reviews that can influence audience interest.
However, Dharma Productions believes that this approach can also lead to premature judgment and spoilers, which can negatively impact the film’s success. By delaying the press screenings, the production house is aiming to create a more controlled and strategic approach to promotion.
The decision by Dharma Productions is likely to spark debate and discussion within the film industry. While some may argue that pre-release screenings are essential for generating buzz and building anticipation, others may support the production house’s approach as a way to protect the film’s commercial viability.
Regardless of the opinions, Dharma Productions’ decision is a bold move that could potentially reshape the way films are promoted in Bollywood. It will be interesting to see how this new strategy impacts the box office performance of their upcoming films.
