Karan, Shahrukh, and other people all tweeted the trailer at the same time late last night. Which is interesting on its own. But also, the trailer is kind of good!
Trailer discussion first. As is always true, Akshaye Khanna is the best part of the film. Siddharth and Sonakshi are brilliant casting though. Like the original, they are pretty perfect seeming people, who are very good at present a certain image. And that is what makes their characters so twisty, we look at them and have no idea what they are “really” like.
It also adds a little extra drama to the story, to have these people we are used to seeing all perfectly dressed and made up and everything, be a little rough around the edges, a little shakey. Makes us, the audience, feel shakey right from the start.
And then there’s Akshaye. Who is wonderfully real. Grumpy, short, funny facial hair, just a refreshing bit of flavor in Sonakshi and Siddharth’s mysterious blandness. Just like he was in Mom, and in Dishoom. If this is Akshaye’s new career, showing up for 20 minutes to play amusing fascinating cop/criminal characters, I am there for it!
Most importantly, the trailer makes you want to see the movie even if you already think you know how it ends (because it is a remake).
Okay, NOW I can talk about the promotion strategy! Karan has announced that there will be no campaign. No interviews, no public appearances. The film will stand on its own. Trailer, posters, that’s it.
A great idea for this film in particular in several ways. This is a movie where the plot really is the selling point, if it hopes to even come close to the original. That’s why they cast such small stars, they didn’t want the stardom to overshadow everything else.
And because they have such (comparatively) small stars, they can do this promotion strategy. If Shahrukh announced he wasn’t doing interviews for a film (which I actually think he should do for his next film), everyone would wonder why, that would become the story. But this way, the promotion strategy is the story, everyone can easily forget Sonakshi and Akshaye and Siddharth.
But, while the in front of the camera talent is small for this film, the behind the camera talent is very big. Karan, Shahrukh, and BR Chopra’s grandson/Ranbir Kapoor’s childhood friend/Aditya Chopra’s cousin. And that’s what we saw with this trailer release. It is just the trailer, nothing else, but it was tweeted by all the accounts in tandem, SRK and Karan along with the stars. And I assume the same will happen moving forward. A reminder 24 hours before the film comes out, any new trailer that releases, etc. etc. Possibly with Ranbir jumping in to help at some point, or the YRF corporate account.
I can only assume they are doing it this way because they have been reading our comments section. Where we have been saying since JHMS came out that promotions need to be smaller and more directed and cheaper. This, I think, is just about perfect. A film where the story is the star, promoted based on the story and nothing else. If you are intrigued by the trailer, go see it. If not, skip it.