Filmmakers find ‘app’erfect publicity tool

“It’s convenient and faster. One can reach a large number of people in a hassle-free manner. A lot of people do not have Facebook and Twitter on their mobile phones. But WhatsApp is something on cellphones of maximum people,” says Amey Ambarkar, a member of the team that handled publicity of Avatarachi Goshta directed by Nitin Dixit and produced by Sachin Salunkhe.

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Over a week ago, city-based theatre actor Shrikant Bhide forwarded an audio file to over 200 people. The clip is a promo of Marathi film What About Savarkar? which has Bhide debuting on big screen in a lead role. “The app should be used wisely. Although I do have posters and videos of the film on my phone, I decided to share the audio clip. I didn’t want to inundate friends and acquaintances with material and irritate them,” says Bhide, adding that he shared just one file and almost everyone wished him luck.

Similarly, for the past few days, the promos, audio clips and posters of the upcoming Marathi film Guntha Mantri are being shared on WhatsApp. Guntha Mantri releases on May 15. “It’s a great tool and has a wider reach as compared to other social networking sites,” says executive producer Nikhil Wairakar.

Ambarkar cites another example. Film Balkadu was spread to over 20,000 people through WhatsApp, outnumbering ‘likes’ on Facebook—around 10,000.

“The film was based on the late leader Balasaheb Thackeray. The film portrays various punchlines of Balasaheb, such as Radaycha nahi aata ladayecha. We posted audio files of his dialogues and posters of the film on app,” says Ambarkar.

Vivek Rangachari, Business Head, DAR Investments & Commissioning Producer, DAR Motion Pictures, says, “WhatsApp has become a universal phenomenon. It is a brilliant way to promote movies. Most of the target audience for movies in urban and semi-urban centres uses WhatsApp. One is able to specifically target audiences using WhatsApp based on user profile and preference which makes it easier to market films.”