Mini-TV series are the latest way to promote films

Mini-TV series are the latest way to promote films

    When it comes to a film’s pre-release publicity, mini TV series are all the rage, mere promos are passe.
    For instance, Ek Thi Nayika, a 16-episode miniseries, will be telecast over weekends till the release of Ek Thi Daayan. Each episode will have a supernatural theme and a cameo by the film’s lead actors.
    The CEO of a production house says, “Television integrations for pre-release promotion need to go beyond routine, to create an impact and be a win-win situation for both parties.”
    There are more examples. Come April and a children’s channel will telecast a special animated series, in a runup to filmmaker Rakesh Roshan’s Diwali release.
    Prior to the release of Barfi!, actor Ranbir Kapoor had appeared on many TV shows. In his Barfi-avatar, he was shown meeting the lead characters of the soaps. Actor Aamir Khan had also appeared as Inspector Shekhawat — in a TV serial — to promote Talaash.
    Shikha Kapoor of a production house says, “Today, television integration goes beyond making an appearance on reality shows. Our upcoming releases will also see such interesting integrations.”
    A marketing strategist, on the condition of anonymity, explains, “It’s about making the show exciting so that the audiences’ appetite for the film grows. If the integration is not entertaining enough, it reflects on the film and becomes counterproductive.”

A still from the show