Under wrap by law? Creating maximum visibility is the norm for established stars before film releases these days, but when it comes to newbies, filmmakers still prefer to keep them under wraps till the last minute

Under wrap by law?

Creating maximum visibility is the norm for established stars before film releases these days, but when it comes to newbies, filmmakers still prefer to keep them under wraps till the last minute

To create maximum visibility and buzz for a film prior to its release, filmmakers ensure that the film’s stars are being seen at almost every film-promotion based event. They, however, seem to opt for a reverse tactic when it comes to launching newcomers. So, while established names are made to go that extra length to publicise their film, extra precautions are taken to ensure that a new face is kept under wraps before the release. And most production houses are now increasingly known to include clauses stating the same in their contracts itself. As a newcomer, actor Nargis Fakhri was asked to keep a low profile till the release of Rockstar and was apparently pulled up when she flouted the rule by being seen partying with co-star Ranbir Kapoor. Parineeti Chopra too was asked to lie low till the release of Ladies vs Ricky Bahl. Newbies Ileana D’Cruz (Barfi) Esha Gupta (Jannat 2), Arjun Kapoor (Ishaqzaade), too had been apparently told to stay away from the public glare, till a few days ahead of their film’s release and making appearances only as dictated by the producers. According to filmmakers, keeping newbies under wraps helps add an element of mystique and curiosity for the audience. Trade analysts however feel that there’s more to it. “These are times when there is over-exposure of a star, but a newcomer will never be able to live up to the hype that an established name can create. The comparisons when made will obviously work in the favour of the star as against the newcomer. So, it’s best to keep them under wraps and keep alive a sense of curiosity,” explains trade analyst Taran Adarsh. “People always want to see something more when it is knowingly hidden from them. Filmmakers tend to exploit this to the maximum. They only reveal as much is required to create a buzz and this has been the thumb rule from before,” adds Bharti Pradhan as she cites the examples of keeping Ranbir, Sonam Kapoor, Imran Khan, Anushka Sharma, Giselli Monteiro, hidden. However, what industry insiders and trade pundits don’t deny is that ultimately a newcomer’s success depends on the film overall. “No matter how much one tries, it’s actually difficult to keep a face hidden, thanks to the advent of instant uploads. Besides, these newcomers still continue to make their regular outings with friends, so it doesn’t really solve the purpose of springing a surprise as the face is already exposed,” feels another segment of filmmakers. But whether it works or not, what they do admit to is that such clauses dictating a newbie’s appearances in the public domain are increasingly becoming a part of the contracts these days. “When there’s so much at stake, it’s a small price to pay for the newcomers, and they aren’t complaining,” adds Taran. a_shetye@dnaindia.net