While everyone is going gaga over how Bollywood is slowly getting corporatised, fact is that the hype may be a little self-congratulatory and a tad too early in the day, with only isolated big banners (who can afford all the marketing gizmos) benefitting, and the rest left seething in envy (including chunks of regional cinema). Here’s how...

While marketing May appear to be the reigning trend in tinsel town, apart from a few big producers (Yash Raj, Dharma Productions, UTV, Sahara One Motion Pictures, Pritish Nandy Communications- PNC), most of the industry is still reeling under low budgets and the age old tussle between distributors and producers. Rauf Ahmed, former editor of Filmfare says that sadly movie marketing still mostly depends on the ‘star attraction’ instead of other merits of the film. “The hero factor works a lot and stars are still the bestsellers in India,” he points out.

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Source:- IIPM Editorial, 2008

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