Kapoor & Sons, stars Alia Bhatt, Sidharth Malhotra and Fawad Khan in the lead roles, and Rishi Kapoor plays the role of a 'dadu'.
Karan Johar, says Kapoor & Sons would have a different take on promotions. The producer, says times have changed and movies should start promoting themselves only when the release date is near. Too much of promotions, will exhaust the audiences.
"We are not supposed to promote the film for two months as I feel it is not required. Today we are trying to reach everywhere. It feels as if we are begging more and marketing less. I feel in five weeks also we will get support from media."
Nowadays film-makers are seen promoting their movies, months prior to the release through comedy shows, reality shows, TV soaps and by visiting malls & colleges. However Karan Johar feels all this is not the right way to promote a film anymore, as too much exposure will wear out the audience.
"It's new way forward. I think, to listen to only one film for a long time leads to exhaustion. When there is five-six week window it keeps the film alive and fresh."
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So according to Karan Johar, the lesser the promotions, the better the movie would fare at the box office and speaks as per his previous experiences.
"I feel there is no need to promote the film only. Earlier when I directed films in late 90s like 'Kuch Kuch Hota Hai', 'Kabhi Khushi Kabhi Gham', there was no such thing called promotions, it was just trailer and music launch. There is a five-six week window that is where you (filmmakers) can maximise your expense and create maximum impact".
So, we can expect the promotion of Kapoor & Sons to be minimal this time, as Karan Johar, is planning the promotional strategy that he used during the 90s, which worked in his favour.