Should makers release ‘full song promos’ of films?

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?

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40 Comments

  • Stop comparing and challenging all the current business norms with bahuballi 2. That’s a one off case. Bahubali 1 with this no song promo strategy wouldn’t have worked as well back then…sequels have some relaxation coz of natural anticipation.

  • Great article…

    Hhmmm I can only tell of one instance in recent times that a good musical video made me wanna purchase a movie ticket when my general instinct would have been to otherwise shun the movie n that song that propelled me to watch the actual movie was ‘TUM HI HO’…!

    Aashiqui 2 had no interest for me… Im not a fan of Aditya n Shraddha didnt appeal to me but it all changed with that video… the way she looked blew me away n the way the song grew n grew on me made me wanna watch the placement of the song in the actual movie so I went against my general instincts n watched a movie that I wouldnt normally opt for.

    Yes in recent times songs like ‘Kala Chashma’ or High Heels’ dominate my ‘Most Played List’ on my phone but I stayed away from watching such rubbish movies.

  • Why does a Salman / Aamir / SRK film even need full song promos when almost everyone is going to watch their films in theatres?

    You make me laugh indicine, when you include Srk in these statements just for the sake of writing… no one is going to watch srk movie these days

  • You have made a very valid point . I feel the quality of music is not the same what it used to be in the last decade . It is quite disappointing to see the trend of Old songs being recreated with unnecessary rap and loud music . I feel one or two songs videos can be released if the makers feel these songs can bring people to cinemas . Also the trailer should be released on a particular period which should not be very early and also not very late . If a movie relies predominantly on music then people will not be excited to waste their money on tickets instead they will prefer to watch songs on YouTube or download movies in HD quality . !!!!!!!!!!!!!!!!!

  • Good article Indicine this shows that u r working hard & consistent other sites don’t catch up things like that

  • Yes…thats the point…people should release a trailer and song promos of 20-30 secs to build the hype…like in Dhoom 3 there were Malang and Kamli…in Baahubali evry song was special…it actually helped to built the curiosity and when you watch them in theatre its a whole new experience you get in the big screen…The plan is already in south films where they dont release full song promos..Hard time Bollywood too realise this and start making content movies with universal appeal and good visual treat instead depending on these marketing techniques to get the audience back in theatres.

  • Two instances when the audience were surprised :
    Dil to pagan hai title song picturised also on Akshay Kumar and Sajan ji ghar aaye song from Kuch kuch hota hai picturised on Salman.
    Yes,video decreases the curiosity of watching the movie if not well made.

  • Agreed bt da song also must be worth of its visuals nd melody..
    for eg halfgrlfrnd sngs wre touted to be melodious nd waited anxiously..
    Result- it dosnt make an impact even on audio listng

  • Agree with you indicine in south they dont release video song promo just the audio gets released
    They should also follow this in bollywood

  • This is what I was thinking , when I song promos released .. shanker films offers best song visuals for the last 25years ( though I was a disappointment even in song visuals , it was still far better than the rest ) .. when I watch shanker films .. I wait for songs to see the wonders.. but with “I” there was no surprise element .. ladio , tu chale , aila , isak thari , tum dono.. all released prior to film release

  • “Why does a Salman / Aamir / SRK film even need full song promoswhen almost everyone is going to watch theirfilms in theatres?”

    Pointed noted bro….I am agree with u @Indicine

  • To some extent, yes you are right, Song Promo does not required for Salman/Aamir/Srk movies, but I think even if they release song promo it does not make any difference to their movies, and reason is obvious that everyone wants to watch their movie at any cost……

    For Bahubali 2 also I don’t think song promo does any affect whether they release it before or not….and if I am not wrong then none of Bahubali 2 song is good or famous even after the release of movie….

    And for Dhoom 3 its the brand of Dhoom that work for the film not songs…..

    Yes for movies like Half Girlfriend and other small movie (or which cast new actors) it may affect, but then they need song promos to create buzz, otherwise no one will come to watch their movies (I mean the neutral audience)…..

  • Very good and sensible article, I really think that when choregraphies are a major part of the show (in a Bhansali movie for example) it spoils too much to see the songs before.

  • For Salman/Aamir/Srk people don’t go theater to watch songs, they buy ticket to watch their favorite stars (for fans) and to experience great movie (for neutral audience)…..

  • Lol it is not the reason of decreasing footfalls… Kuch bhi!!!
    Even there r some songs which u don’t like much on the 1st time but u loved it after hearing Multiple times Example – Channa mereya, if this song would not have been released before the movie, it can’t gain so much popularity and ADHM would have open in single digit..

  • They shouldn’t release the songs. So doing the curiosity on the part of the audience will increase. There by bringing increase in footfall. BBD was such example of curiosity decreasing.

  • That’s true! After watching bahubali 2 on 28th, I crazily looked for videos of songs on YouTube but didn’t find. And finally watched the movie again on Monday (4th day). Of course not only for songs!

  • Every film should follow what Aditya Chopra has followed in 2013 with Dhoom 3 When I went to watch Dhoom 3 I was waiting for each song promo in film But after that I had noticed one thing in the Cinema halls That many people take songs in the films as regular Intervals (which I don’t) So I want Makers of films of Superstars to release the Teaser or a short Song promo(Approx 1 min.) To increase curiosity And the makers of The films of Young Stars should only release 1 or 2 song promos with(Approx 1 or 1:30 sec) which could appeal large section of audience

  • absolutely bang on !! indicine
    yeah full song promo is decreasing the footfall of films.

  • I think songs Promo shouldn’t release before the film release.
    It takes away the beauty of 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? ”

    Indicine wouldnt stop srk worshipping and still putting him in same bracket with aamir n salman.

    Dangal china total crossed raees collections in 5 days btw and pankha in 4 days.

  • U are absolutely right @indicine. There is no need for such release of full songs. Only song teasers.

  • Good point …….wd dhoom 3 …d songs did cm as a surprise
    Also i hv bn hooked on to d songs of baahubali 2 ….hindi as well as telugu versions ….dey wr a treat to watch on big screen …and now i m lookin dem up on utube but cnt find videos…

    In order to increase utube views and pressure for a big film to break d earlier big films record views….makers r sharing full song videos …..as a result audience has already wattched it a million times and den while watching d.movie ..we cn sense d song coming up from a mile away which mks it predictable and boring (entry songs/introductory songs r different …coz we know it …and we want it …and drz a different craze to it …ab ayega ..ab ayega apna hero)…but all in all definitely release d audio (full or even part) and just glimpses of d video or nothing at all….this article hits d nail on d head whn it says tkt prices hv gone up but value has gone diwn for d paying public…. Dats my too cents on d topic

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