how the marketing just sucks me in despite myself

I've been following with considerable interest the marketing surrounding the December 12th release of Aditya Chopra's latest film, "Rab Ne Bana Di Jodi" (RNBDJ).  Partly for the obvious reasons:  it stars one of my faves, Shah Rukh Khan (SRK); Aditya Chopra's first film was a little number called "Dilwale Dulhania Le Jayenge" ("The Bravehearted Will Take the Bride"), which just happens to be the longest-running film in Indian history, and which features my favorite screen couple ever, Shah Rukh Khan and Kajol.

But I've been surprised how I've been finding myself sucked right into the marketing for this film. I find myself checking the website for Yash Raj Films (the Chopra family production banner) almost daily to see what new has been added. (Yes, I just checked.  Today's news is that the official theatrical trailer will be released on Friday, for those who go see the film "Dostana" ("Friendship").  "Dostana" opens at the Hindi cinema in Toronto, too, on Friday, so I wonder if the trailer will make it here as well.  Thinking about going in on Sunday to see it.  Okay, I was thinking about going to see the film anyway, but the trailer for RNBDJ just sweetens the pot.)

For the longest time, little was known about the film -- and in dribs and drabs, little bits of information were leaked out.  The title.  The star.  The female lead.  Speculation has run rampent on forums -- and still does.

The first image was released:

   

What was up with that look that Shah Rukh was sporting (he was only missing the plastic pocket protector to complete the Total Geek Boy Image, though there *is* a pen in that pocket)?  What was going to be the relationship between his character and his very young co-star?  What was the story?

On November 2nd, as I previously blogged, a little video snippet was uploaded to the Yash Raj Films website in honour of SRK's birthday.  The film's music was released on November 6th, and immediately raised more speculation.  Shortly after that, the film's official site was opened, with a new poster:

  

Then, shortly after *that*, a new image appeared:

 

When you first arrived, you saw the old one, and then the new one replaced it.  What's that?  SRK playing two different roles?  Or one character who undergoes a change?  And does it involve some sort of dance contest?  (Suddenly bits of the film's music make more sense....)

And just as suddenly, I find myself So Very Excited about this film.  I can hardly wait to December 12th!  I have completely, thoroughly, and utterly been sucked into this adventure, simply by how the film is being marketed.  Each step of the way, small questions have been answered, yet new ones have been raised -- I feel as if I'm in the middle of putting together a jigsaw puzzle, and am joyously putting pieces together as I find them. 

Admittedly, I probably was part of the target audience anyway, but still, knowing what I do about marketing and how it influences and (let's face it) sometimes manipulates us, I still find it surprising at how easy it was to be swept away. 

Comments

[Dalila]

Hi Katherine, Have you ever posted a list of your favourite Bollywood movies? We rented one a few weeks ago that was only so-so (sorry, I have no clue what it was called now...), so I was wondering if you've got some you would suggest for those of us who would like to dabble (and don't want to get discouraged). Thanks!

[katherine]

Dalila, no I haven't -- wish you could remember what you'd seen, though.

This is a topic I find interesting, because every time I sit down to think about what I would recommend to folks, I end up rejecting things for a variety of reasons.

You've prompted me to think a little more about it, though. I won't promise the list will appear soon, but I promise I'll come up with one. At the very least, I could start with a list of my favourites and why *I* like them, and even suggest why they might *not* appeal to folks coming new to the genre.