zoOm: Bollywood's over promotion - a threat to films?

In today's age, extensive promotional strategies have increasingly become a part of any movie's post-production. From social networking sites such as Facebook & Twitter to humongous hoardings, public events & appearances, video podcasts, cell-phone marketing campaigns and more, the movie industry has left no stone unturned to reach out to massive audiences and connect with fans.

However, what's a big question mark to the promotional aspect of post-production of films is that, are such colossal amounts of promotion really required? Or does extensive hype kill the buzz of a film? Do they get audiences expecting way too much from a movie that finally lets them down? Is this trend the right strategy or is it an overdose for the audience? While some believe that promotions are extremely important for any movie to be successful, others are of the view that no amount of promotions can hamper a movie's success or prevent the failure of a movie.

Here's what our shining stars of Bollywood have to say about Promotions and then again, Over-Promotions of movies:

John Abraham, the Bollywood hunk stated, "I don't think promotions can hamper a film. In fact, for me, promotions are more difficult than the making itself. More the promotions, more the success."

Prahlad Kakkar, the leading Indian ad-film director said, "Through promotions, filmmakers can lure the audience to watch the film once, twice or at the most thrice. Once the audience finds out that there's no content, they'll stop buying."

Arjun Rampal, another talented actor was of the view that, "I feel even controversies just add on to the promotions. It's just good publicity for us."

Imran Khan, the Bollywood newbie said, "I don't believe in promoting my films for a long period of time."