There was a time, about a decade or so ago, when the audio version of popular songs actually helped sell tickets. Times have changed and the audience of today get to hear the song and also watch the full song promo – for free, without paying for the movie ticket.
While releasing song promos does help in increasing revenue for music companies – who earn from YouTube advertising, etc – it takes a lot away from the experience of watching a full film in theatre.
The audience can no longer listen to ‘Phir Bhi Tumko Chahunga’ or ‘Baarish’ from the upcoming ‘Half Girlfriend’ and wonder how the songs have been picturised on-screen.
Infact, the picturisation of songs isn’t even a talking point after the release of a film, because the audience has already watched it multiple times and there’s a good chance they are bored of it – weeks before its theatrical release.
A song like ‘Kala Chashma’ doesn’t even feel like it was a part of a film called ‘Baar Baar Dekho’. The song has been heard and watched by all, but noone has watched the film.
In 2013, Aditya Chopra decided not to release the song promos of ‘Dhoom 3’. The result? Each song in the film was a surprise for the audience and it added more value to the ticket too.
Not a single song of ‘Bahubali 2’ was released online. The result? Those who want to listen to the songs or watch the visuals again – are purchasing tickets to watch the film for the second and third time. This was the case before too – a section of audience would watch films just for the songs.
Ticket prices have increased, but value, unfortunately, has gone in the opposite direction.
Could ‘full song promos’ be one of the reasons for decreasing footfalls in theatres? Should makers release shorter song promos or only release video versions of one or two songs from the film? Why does a Salman / Aamir / SRK film even need full song promos when almost everyone is going to watch their films in theatres?