TEASER CHASES AUDIENCES ON I-DAY 2018



          If theatrical releases to coincide with festival dates make good sense at the box office, is there also good reason to believe that a teaser that coincides with a big theatrical release on Independence Day will have a major impact on audiences? Well, Kangana Ranaut seems to think so. So hopefully she is about Krish's period drama with Sonu Sood, Atul Kulkarni, Jisshu Sengupta and Ankita Lokhande, Kangana is pitching her opus MANIKARNIKA - THE QUEEN OF JHANSI on Republic Day 2019, with a buildup beginning tentatively from Independence day 2018.

          15th August 2018 has been locked as the date for the theatrical release of Excel-Reema Kagti's hockey glory flick GOLD starring Akshay Kumar and Mouni Roy. Considering the star pull at the box office, the period drama is expected to pull in sizable audiences. So, quite likely, another period epic will draw good mileage from the success of this release. But the early pitch also means that for the marketing team at MANIKARNIKA, it will be an uphill task to keep the film at the top of the mind of this target audience.


           To understand the size of the challenge ahead for MANIKARNIKA, let's begin with perspectives about GOLD. To examine the build-up that Excel has given to this project, we find that the teaser of GOLD which was posted on the Internet on 6th March this year picked up 5 million+ hits. In comparison, Excel's relentless blitz produced mind-boggling results after the official trailer was published on 24th June. Leading up to the theatrical release which is still 2 weeks away, the trailer has clocked 31 million+ hits on the Internet. While we wait to see what interesting strategies are planned leading up to the release on Republic Day 2019, let's hope team MANIKARNIKA manages to keep up the cheer and succeeds in expanding the target audience.

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