Why The Legend Of Maula Jatt Is Not Being Promoted Like Other Films?
They claim that due to the destruction caused by the floods, there will be less film promotion for the Legend of Maula Jatt.
The extended filming schedule that was postponed by bad weather, the undisclosed but rumoured to be incredibly expensive production cost (that doesn’t make financial sense to this writer), or the deferred release date of The Legend of Maula Jatt thanks to Covid — and that, too, defies conferences due to not being set for either Eid — are just a few examples of how nothing about the movie seems conformist. One may wonder why the film’s marketing push would follow the rules given that the movie’s goal is to break every law in the book.
The Legend of Maula Jatt has abandoned the tried-and-true strategy of oversaturating social media and the internet with marketing events with only eight days till its release.
Generally speaking, some of it was incorporated into the strategy. However, the majority of it, according to the movie’s producer Ammara Hikmat, comes from a place of real sincerity.
“Interviews and other promotional activities were part of the plan after the trailer release, but we had to postpone activities after the floods devastated the country,” she said in an interview. “Honestly no one in our team felt like talking about the film, especially when horrific videos of destruction were making rounds. We did not release any poster, nor any content on social media in the following weeks, to show solidarity with flood affectees,” she said, adding that they have decided to share the preview shows’ collection with displaced flood victims. “That’s the least we could do.”
Hikmat refers to the advanced screenings of the movie that are scheduled to be shown in advance of or on the day of the premiere, which is scheduled for October 13, as “preview shows.” She also says that a portion of the show’s first-day sales would be donated to flood victims, according to this writer.
“The film has no songs or dance sequences so traditional appearances at venues might not be the best way to go about it. That’s why we were very sure from the start that standard mall promotions were not for us,” remarked Bilal Lashari, the writer and director of The Legend Of Maula Jatt.
He does not, however, downplay the effectiveness of a strong advertising effort. He said “Every film needs to be promoted. [However], the best marketing and promotional tool is the trailer itself. It can make or break a film. I put in over six months to edit the two trailers to give audiences a special presentation.”
According to Pakistani norms, that is five months longer than is typical because often a trailer is only cut for a week.
Hikmat, who worked in public relations before to entering the film industry, provided images with examples of what are known as Below-the-Line advertising for the movie by using stills from Australia and New Zealand.
I’ve been told that The Legend of Maula Jatt posters can be seen on billboards, in movies, and on moving trains. The title was recently included on an international poster, likely intended for the UK and Canadian markets, and it was written in Gurmuki script, as is customary. This generally indicated that the makers and distributors wanted to target the Indo-Punjabi linguistic community worldwide.
It’s clear that there haven’t been any traditional promotional stunts, but that doesn’t mean the movie’s attraction hasn’t spread to the general population. What is still unknown is how well it will perform at the box office, particularly in light of the news that tickets will cost more for the first 11 days following its release. There will be an Rs200 price increase for the tickets.
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