In the high-stakes game of entertainment, the way a film is promoted can make or break its success. With the explosive growth of OTT platforms and the enduring power of the big screen, the approach to PR for a hit on Netflix or Amazon Prime is fundamentally different from that for a box office smash like ‘Jawan’ or ‘Gadar 2’. Let’s break down the facts, the strategies, and what it takes to dominate headlines – whether your film drops on a streaming service or lights up the multiplex.
Theatrical hits – Building the buzz before and after release
When it comes to theatrical releases, the Bollywood PR machine is built for scale and spectacle. The campaign typically kicks off weeks, sometimes months, before the film’s release. You see lead actors and directors making the rounds on mainstream news channels, business news websites, and Bollywood portals. There’s a deliberate push to create anticipation with exclusive interviews, behind-the-scenes features, and coverage of star-studded launch events. Media houses run stories on everything from the film’s budget to its potential to break box office records.
Theatrical PR is about making noise – and lots of it. The goal is to drive footfall to cinemas in the crucial opening weekend. Business news websites analyse pre-release booking numbers, while tech and lifestyle outlets cover innovations like IMAX screenings or immersive experiences. Coverage doesn’t stop at release; box office collections are tracked daily, with news portals updating the public on whether ‘Jawan’ or ‘Rocky Aur Rani Kii Prem Kahaani’ is setting new benchmarks.
OTT hits – Targeted, content-driven media strategies
OTT releases play a different game. There’s no need to fill cinema halls on day one, so the PR approach is more focused and often more nuanced. Mainstream news websites and Bollywood portals still get the press releases and review invites, but the narrative shifts. Coverage is less about box office numbers and more about content quality, unique storylines, and the talent involved. Features on business news sites might highlight the platform’s investment in original content or the strategic decision to skip a theatrical release.
Tech news websites dig into the streaming technology, user interface, and how a project like ‘Asur’ or ‘Guns & Gulaabs’ fits into the platform’s broader content strategy. Lifestyle publications might focus on the convenience factor – watching at home, at your own pace, with family or friends. There’s often a push for post-release interviews and deep-dives into the making of the show, especially if it’s a breakout hit.
Why the difference matters
The PR strategy for a theatrical release is all about urgency and spectacle – you want everyone talking about the film, rushing to the cinema, and contributing to those opening weekend numbers. For OTT, it’s about sustained engagement and word-of-mouth, with a focus on quality and innovation. Mainstream news media play a crucial role in both, but the story they tell – and the way they tell it – is shaped by the platform the film calls home.
As the entertainment industry keeps evolving, understanding these differences is non-negotiable for anyone who wants to dominate the conversation. Whether you’re gunning for a box office record or aiming to be the most-watched show on a streaming platform, your PR game has to be as strategic and dynamic as the industry itself. That’s how you turn a release into a phenomenon.