There are marketing geniuses that promote movies in Bollywood, and then there is Shah Rukh Khan and his team. This workaholic actor and mass comm grad knows a thing or two about promoting his upcoming films. His last film, "Dear Zindagi," did not have a trailer, only takes — five takes that were released over a period of a month prior to the release of the film. In his next film, "Raees," which is set in the 70's, he is seen playing a Mumbai-based bootlegger.
The first teaser came out over a year ago. Originally slated for a 2016 release, the film has been delayed now to Jan. 26, 2017. Notwithstanding the inevitable clash with Hrithik Roshan's "Kaabil" and the controversy surrounding Pakistani actress Mahira Khan, Shah Rukh Khan and team "Raees" are leaving no stone unturned for its success.
On Dec. 7, in select cinemas all across India, Shah Rukh Khan will be seen interacting live with fans during the film's trailer launch. In the recently released teaser, Shah Rukh Khan is seen donning his look from the film, asking fans to be there for the interactive session.
From interactive press sessions accompanying a launch to a movie like "Befikre" launching its trailer at the Eiffel Tower, trailer launches have become the latest fad in Bollywood. And just when we thought we had seen it all, team "Raees" throws in this surprise.
India-West correspondent from Mumbai R.M. Vijayakar adds: Shah Rukh Khan will interact with audiences across 3,500 screens in nine cities for “Raees.” Shah Rukh Khan’s Red Chillies Entertainment and Excel Entertainment have taken the initiative of launching the trailer in a never-before-seen way.
The team is all set to release the trailer Dec. 7. Shah Rukh Khan will be accompanied by his co-star Nawazuddin Siddiqui. For this unique initiative, producers Ritesh Sidhwani and Farhan Akhtar along with Shah Rukh Khan have handpicked nine Indian cities, including Delhi, Indore, Ahmedabad, Kolkata, Bangalore, Hyderabad, Jaipur, Mumbai and Moga (Punjab).
Shah Rukh Khan said: “We wanted to reach out and engage with a pan-India audience, rather than confining it to just a single city. We are really excited to interact with thousands of people across cities, big and small, simultaneously by having a live chat with audiences in cinemas.”
Shah Rukh Khan is thus very keen to reach out to as many people as possible, and it is a good move, given his recent box-office calamities.
2016 will be Shah Rukh Khan’s most forgettable year: His “Fan” bit the dust despite collecting over Rs. 80 crore because of its inordinate budget; his cameo in “Ae Dil Hai Mushkil” was too brief, and, in any case, the film also did not recover its cost; and much the same will happen theatrically to “Dear Zindagi,” which is also co-produced by him. Last year, “Dilwale” also failed to recover its investment despite a business of over Rs. 100 crore nationally.
"Raees" is directed by Rahul Dholakia and has music by Ram Sampath.
Watch the "Raees" teaser below and tell us what you think in the comments!
If you are in India and wish to partake in this session, see the list below for the cities and theaters where the live interaction will take place.
Ahmedabad – City Gold Ashram Road (Auditorium 1)
Bangalore – OSR Screen4
Delhi – Delite Theatre – Screen1
Hyderabad- Venkatramana Megaplex (Kachiguda)
Mumbai – Gold Cinemas (Milan Mall, Santacruz)
Moga (Punjab) – Neelam Nova Cinemaz (Auditorium 2)
Jaipur – Golecha Cinema – Nile
Kolkata – Menoka Cinema
Indore – Madhu Milan Cinema