Film buffs rave about films that are yet to release

Holding lavish premieres is passe in B-Town, instead it’s the launch of the first look that’s being considered one of the most important dates in the film calendar for quite some time now.

And by the looks of it, there’s a very good reason for that too. After all, it’s the first dekko of the film that creates the actual buzz and manages to generate and sustain a certain curiosity level till the film’s release.

Filmmakers and trade analysts are unanimous in their opinion that if a film’s first look manages to get a positive response then, half the battle is won for the film.

“A first look can never guarantee a hit, but it can ensure enough footfalls in the theatre and promise that initial draw for the crowds for the opening weekend. To sustain that through the week, of course a film needs to be strong on its own,” explains trade analyst Bharti Pradhan.

But it’s not just in trade circles and the aam junta that the first look creates that buzz, fellow actors and stars too take them equally seriously.

Actor Vidya Balan’s The Dirty Picture, Ranbir Kapoor’s Rockstar  and Hrithik Roshan’s Agneepath are a few such recent films whose first looks have had co-actors tweeting about them, giving tremendous boost to creating a hype about the film much before its release.

Vidya, whose film’s first look has apparently become one of the most viewed on the internet, says that the first look sets the tempo for any film.

“As part of the film we are confident of the product, but getting a positive response for the first look boosts us even further that our faith in the film is not unjustified,” she says.

A distributor points out that though the first look have always been important, today far more importance is being given to it than even before.

“Not only for audience, it’s very important from trade point of view too. After all, the buzz is what often helps strike marketing deals too. And we’re talking crores here. So, yes they are just as important as the film itself,” says the senior distributor.

Trade analyst Taran Adarsh adds, “Well, it’s not just a saying, but in films, first impression is often the last impression too!”