With less than 10 days left for the film’s release, the makers of Rashmika Mandanna and Ayushmann Khurrana starrer Thamma are following the same strategy as Saiyaara.
Rashmika Mandanna and Ayushmann Khurrana’s film, Thamma, is scheduled to release in theaters on October 21st, Diwali. Although it’s a major festival release, the makers haven’t yet fully begun promoting the film. Aside from the trailer launch in September, no pre-release events were held, and lead actress Rashmika Mandanna didn’t attend either.
This silence surrounding the film’s release has caused concern for fans. Thamma is currently being promoted solely through online social media posts and the release of new songs. The film’s lead actors have completely avoided traditional promotional methods, such as pre-release events in cities, interviews, and public appearances. This strategy wasn’t common before, but it’s becoming a new trend in the film industry.
Over the past few years, film promotions have become as big an event as the film’s release. Typically, the promotional campaign begins a month before the film’s release, and the cast meets at numerous public events to discuss the film. To draw attention to their movies, actors regularly take part in reality TV shows, internet events, and interviews. But, in the case of their movie Saiyaara, Yash Raj Films (YRF) changed the conventional marketing tactic. The film’s fresh faces, Ahan Pandey and Anit Padddha, only participated via online ads and did not even show up together at any public event before the film’s release. This strategy paid off well for the film, and Saiyaara became a blockbuster.
It appears that the makers of Thamma have taken inspiration from Yash Raj Films’ strategy. In this film, Rashmika Mandanna and Ayushmann Khurrana are sharing the screen for the first time. Keeping them under wraps before the film’s release is likely designed to allow audiences to experience their on-screen chemistry for the first time on the big screen. The makers’ primary goal with this new strategy appears to be to maintain audience curiosity and excitement.
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