In a first-of-its-kind strategy for a Bollywood film, Karan Johar's Dharma Productions has unveiled the first look of their upcoming production, Badrinath Ki Dulhania, on the same day the film went on floors.
Usually, teasers, posters and other promotional material are not released till the film is completed. It is only when the project is months away from its release that the studio starts the promotional blitzkrieg. But this time around, it seems Karan Johar is following the Hollywood model, where it is routine for film teasers to premiere a good year before its official theatrical release.
Speaking to The Huffington Post, Varun said the idea was to create buzz by doing something unique. "It's just a more interesting way to launch a film, than say a normal picture which most people do. We did this because it was our first day of shoot."
Alia Bhatt agreed. "It's just a first look, but it was too much fun doing this," she told HuffPost.
And we're back :) https://t.co/vHe1yC92di#BadrinathKiDulhania#BadrinathKiDulhaniaLook@Varun_dvn@ShashankKhaitan@karanjohar
— Alia Bhatt (@aliaa08) May 3, 2016
Before the unveiling, Alia and Varun had made this fun clip, further proving their effortless chemistry.
TODAY at 4pm!!!! #BadrinathKiDulhaniya@Varun_dvn@karanjoharpic.twitter.com/hVuQVgqFzz
— Alia Bhatt (@aliaa08) May 3, 2016
Released in 2014, Humpty Sharma Ki Dulhania was an upgraded interpretation of Aditya Chopra's Dilwale Dulhaniya Le Jayenge. The film opened to both, favourable reviews from critics and solid box-office numbers.
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