Today, if a film does well at the box office its promotional activities are also credited along with other reasons. Publicity strategies are getting as creative as the content of the films. Bollywood stars are also going all out to promote their films. Innovative strategies are being used to gain the attention of the moviegoers.

The publicity or the marketing strategies adopted by the filmmakers and the actors to promote a film have begun to play a major role in the success of the film at the box office. Big banners are putting more marketing efforts than ever before today. They are hiring publicists for fresh and aggressive film marketing strategies. They are trying every trick of the trade to create as big hype as they can so as to get a good opening and good box office collection. They are leaving no stone unturned in a bid to woo the audiences to the theaters.

Publicity strategies are getting as creative as the content of the films. Much before the release of the film, the producer, director and the lead actors of the film are involved in aggressive publicity.

Gone are those days when filmmakers thought twice before allotting more than 5% of the film's budget for its promotion. Publicity tools have also gone beyond print, television and outdoor. The advent of Internet has given film promotion a much bigger dimension today. Filmmakers are also increasingly using the vast and immense potential of the Internet to reach out to the audiences. Today, all the films are promoted extensively on the Internet, no matter which genre they belong to. The Internet has become an integral part of reaching the target audience. In fact, the net is no longer an optional channel of promotion. It is being given the same weightage as print ads, television spots and hoardings in the marketing mix. Also, a sizable population of the country is today hooked on the social networking websites. Film promotion agencies are, therefore, today releasing the trailers of the films on YouTube, are creating fan pages, writing blogs, organizing games, etc. on sites like Facebook and Orkut well before the release of the film in the theaters. For the film fraternity, social networking sites are the most happening places to stay in touch with their fans. "Movie marketing today has gone social in a big way. Marketers have realized the value of tapping into a fan base of the youth that can spend Rs. 250 on a ticket. It is a great way to get feedback too," says Rajiv Dingra, Social Media Expert and CEO of Watblog.com.

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