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."
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.