Money Heist finale & Cinderella – A tale of two promotions
While two or more films clashing at the Box Office, releasing on the same date, has been a common phenomenon, big releases on OTT jostling for eyeballs is a growing trend in the pandemic times. A recent clash has been that of two war-themed Bollywood releases – Ajay Devgn-starrer ‘Bhuj’ and Siddharth Malhotra’s ‘Shershah’ – on OTT around Independence Day this year.
This Friday (September 3, 2021) will see two international releases on OTT – a much loved crime series, which will see its finale, ‘Money Heist’; and the other, a movie on the much loved fairy tale, ‘Cinderalla’, which gets a musical twist.
With so many content options competing for viewers’ attention, it has become imperative for OTT platforms to come out with innovative promotions to stand out amid the growing clutter.
With ‘Money Heist’ finale releasing on Netflix and ‘Cinderella’ releasing on Amazon Prime Video, the two fierce OTT competitors have left no stone unturned to create the right noises for their respective new releases.
On the one hand we saw Camilla Cabello and James Corden stopping the entire Hollywood traffic with a musical performance for Cinderella’s Flash Mob, Amazon Prime Video has partnered with social media influencers like Prajakta Kohli to enact the entire trailer of ‘Cinderella’ with a modern twist.
James Corden, Camila Cabello, Billy Porter and Idina Menzel stopped traffic in LA for a flash mob with a cover of Jennifer Lopez’s “Let’s Get Loud” to promote #CinderellaMovie pic.twitter.com/dxm8LIKVvi— Film Updates (@FilmUpdates) August 28, 2021
Meanwhile, Netflix India has taken the fandom for Money Heist to new levels with a fan anthem for the crime caper that stars some leading actors such as Anil Kapoor, Rana Dagubatti, among others. The OTT platform has also focussed on the regional markets by releasing the anthem in Hindi, Tamil and Telugu languages. Moreover, limited edition sets of golden cans and packs of Pepsi, inspired by the iconic series, have also been launched to celebrate the finale of the globally loved show. Not only that, certain companies have even given their staff a holiday on September 3 to watch the Season Finale of ‘Money Heist’!
Now, as previously witnessed, such huge releases/ box office clash would have created a lot of buzz at the theatres, but with the birth of OTT and also owing to the pandemic, the “Box Office” concept has somehow declined and we are kind of relieved that we can watch both these shows within the comfort of our homes hand there won’t be much of an audience divide between the two.