SS Karthikeya Reveals the Right Way to Promote Pan India Film

Gone are the days when big stars alone could bring crowds to theatres on a pan-India level. Recent big films like Devara and Peddi failed to generate that pan-India craze successfully. What is the key to achieving such success across India?

Well, the same question was posed by Gulte to S. S. Karthikeya, one of the producers of Fahadh Faasil’s Don’t Trouble The Trouble and the man behind RRR pan India Marketing. The young producer did not shy away from answering and stated that, first and foremost, if a film is bad, it will not click anywhere. He added that the pan-India market is a completely different ball game.

Karthikeya also said that planning pan-India promotions or hosting multiple events in different cities just a month before release will not work. According to him, a film needs to be seeded in other markets right from the beginning to gain traction. He pointed out that this is exactly what was done for films like Baahubali and RRR.

Considering this, one can understand why S. S. Rajamouli presents his films on a pan-India level from the very beginning, creating awareness about the project well in advance. For example, the title launch of Rajamouli’s Varanasi was showcased even to international journalists, as he knew that his target audience extended beyond India this time around.

It will be interesting to see whether upcoming filmmakers with pan India subjects adopt this approach or not.