First look of films matters the most in Bollywood

A couple of years back, a film’s mahurat shot and its red carpet premiere were considered the most important events in the Bollywood calendar, prior to a film’s release. Of late, however, it’s the release of the first look of the film that’s constantly gaining more importance.

But it’s not as simple as it seems, warn insiders. With the moolah at stake, they admit that the big screen has been becoming a battleground of sorts, as films vie to ensure that their theatrical release of the first look is with a film that will ensure maximum footfalls in a theatre. “It’s sheer power play at work then,” they say.

Most recently, frenemies, actor Aamir Khan and Shah Rukh Khan seemed to pave the way in showing that when it comes to the cash registers at the BO, personal differences should be kept aside, as the first theatrical look of Aamir’s film Talash will apparently be released alongside SRK’s Don 2.

However, in the past there haves been several instances when a certain filmmaker or star has refused to showcase the first look of a rival’s film alongside his own. In another instance, insiders insist that instead of waiting to release the first theatrical look of his Ra.One with a Salman Khan film Ready or Bodyguard, the filmmaker released the first look during the cricket season.

“There’s no doubt that the first look of the film is being considered the most important today,” says trade analyst Taran Adarsh, pointing out that never before have we heard the first look being unveiled before the film has even gone on the floor. “Films like Rowdy Rathore, Ek Tha Tiger, all had their first look being unveiled even before the film started. What used to be a month’s difference between the release of first look and the film, actually has increased tremendously. Because of this the actors and filmmakers are giving the first look utmost importance,” explains trade analyst Bharti Pradhan.

A senior filmmaker says, that on the face, these stars may deny any existence of camps, but when it comes to BO, they make sure to even keep a tab on rivals to know when they would release their first look, or whether it would work in their favour or not, if they decide to club the films in the theatre. “Which film should the first look be released with is an important marketing strategy. It’s almost like making a statement today,” says the film veteran.

A senior official of a leading production house reveals that often two rival actors work under the same banner, so while it makes sense for the house to release the first look with the other biggie releasing, there have been interferences by the stars from both ends.

“Yes, there have been times when producers are arm-twisted into agreeing to their terms. If not, then they simply do not co-operate during the promotional activities. There is a lot of insecurity among the top league whether they admit to it or not and it is extremely evident during the strategizing phase of releasing the first theatrical look,” he admits.