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EXCLUSIVE: Will the No-Promotion technique for Sidharth-Sonakshi's Ittefaq work? Trade Experts reveal
Ittefaq is slated to release on November 3, 2017. The lead cast of the movie has adopted a new tactic this time by not overdoing it with promotions. However, will this work in their favour? We ask trade experts.
Sidharth Malhotra, Sonakshi Sinha and Akshaye Khanna are all set to take us on a thrilling ride in Abhay Chopra's Ittefaq.
The makers of the movie have gone for a very unusual technique of promoting the film. They have decided to go the route of NO-Promotions technique and we didn't get to see Sidharth, Sonakshi and Akshaye at any interviews or city tours.
As the movie is releasing this Friday, we spoke to trade experts and asked them if the no-promotional tactic will actually work in the movie's favour and also asked for their predictions for Ittefaq's box office.
Girish Johar (Film Trade Analyst): On the no-promotion technique, Girish said, "It's a really great idea to look into the aspect of promoting films without actually going all out and spending just blindly, which I truly feel should be pushed. Because sometimes the budget of the film is less but the P&A costs have gone much higher. This is a good approach by the makers of Ittefaq to promote the film very smartly and I really think that it should work positively and start a trend wherein other makers also follow this."
On the opening day and weekend box office number, he said, "I think it should hover around the INR 3 crore mark and if the movie is good and it picks up, it could touch around INR 3.75-4 crore which I feel is ideal for this film. When it comes to the opening weekend, if the movie picks up which it should because the film is supposed to be very good, it should definitely cross INR 13-15 crore,"
Atul Mohan (Trade Analyst): On the no-promotion technique, Atul said, "The buzz is very strong of the film. It's a different kind of marketing strategy being approached unlike the traditional interviews and city tour types of things. The connectivity is absolutely perfect as it is a thriller. It's a suspense movie and they have kept the suspense very well. I think they have done a remarkable job. They're endorsing the 'Say No to Spoilers' and you also have two of the biggest production companies Shah Rukh Khan's Red Chillies Entertainment and Karan Johar's Dharma Productions coming together. The advance booking is very good as well."
"The connectivity is absolutely perfect as it is a thriller. It's a suspense movie and they have kept the suspense very well. I think they have done a remarkable job," Atul added.
On the opening day and weekend box office number, he said, "The opening numbers should be around INR 5 crore. When it comes to the opening weekend, the word of mouth should convert it to a big number over the weekend so the collections may stand at INR 15-20 crore."
Ittefaq is slated to release on November 3, 2017.
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