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There are two ways to promote a film – through extensive promotional efforts by the artistes associated with the project and word of mouth after the release. However, recently, an interesting trend has been observed where celebrities are openly praising films and actors, ultimately creating more curiosity to watch the film. Celebrity endorsements create FOMO (fear of missing out) among young audience members, encouraging them to watch the film. The latest example is Karthik Aaryan-starrer Chandu Champion, which has been appreciated by Bollywood veteran Shabana Azmi. She wrote a heart-warming letter to Karthik, stating that she was moved by the young actor's performance.
Here are four interesting movies that have garnered huge support from celebrities and performed well at the box office.
Chandu ChampionBased on the life of India's first Paralympic gold medallist, the film, directed by Kabir Khan and starring Kartik Aaryan in the lead role, hit theatres on Friday, June 14. Since then, audiences, critics and industry veterans have started raving about the film. Renowned actress Shabana Azmi penned a heartwarming letter to Kartik, sharing that she was moved to tears by the young actor's brilliant performance. The film has already grossed Rs 324.7 million and the numbers continue to grow.
Srikanth: The film features one of the famous songs, “Papa Kehte Hain,” from Bollywood superstar Aamir Khan's film “Qayamat Se Qayamat Tak,” so Khan went out of his way to promote and watch the film. During the song performance, he also took the time to praise the film and Rajkumar's acting. Rajkumar, who is known as a perfectionist, naturally generated a lot of interest among the audience to see the film. As a result, despite being a low-budget film with a budget of Rs 370 million and limited content and promotion, it recorded a significant turnout at the theaters. The film opened with a box office collection of Rs 110.95 million on its opening weekend, and with the help of word-of-mouth, the box office collection reached Rs 620.27 million. In addition to the praise from critics and audiences for the protagonist's sensitive acting, the film was further acclaimed when another Bollywood superstar, Akshay Kumar, watched the film and praised Rajkumar's acting skills. He wrote in his Instagram story, “Nothing is impossible. Srikanth is a must watch! Had fun watching the film (start your acting lessons now brother). You are simply amazing!” Such recognition from the legendary actor also made Rajkumar special, and he responded to Akshay on social media. Rajkumar wrote, “Thank you so much dear Akshay Kumar. I am learning only from you (brother). You are the best.”
Lapataa Ladies: This is Kiran Rao's second film and is produced by Aamir Khan under his own banner Aamir Khan Productions. After screening at the prestigious 48th Toronto International Film Festival, the film needed a lot of support from the audience and industry to garner enough attention in theatres. And it is interesting to note that the film was popularized by industry insiders and Bollywood stars like Sunny Deol, Salman Khan, Karan Johar, Kajol, Radhika Apte and filmmaker Anand L Rai through word of mouth and social media posts. Ultimately, the film, made on a budget of around Rs 50 crore, grossed Rs 252.5 crore at the box office. Clearly, audiences value endorsements from their favourite stars and a good storyline.
Mrs. Chatterjee v. Norway: Promoting a film that is emotionally sensitive and lacks the multiple song-and-dance sequences that are common in typical Bollywood films can be an uphill task. Mrs. Chatterjee vs. Norway is one such film, based on the true story of Rani Mukherjee. Directed by Ashima Chhibber, the film was heavily promoted by Karan Johar and industry insiders who praised the filmmaker and actress for taking up a subject that questions the system. The film started gaining momentum at the box office with positive reviews from Shah Rukh Khan, Lakha, Neha Dhupia, Kajol, Suriya, Katrina Kaif and others. Though it had a slow start in its opening weekend, it eventually grossed Rs 365.3 crore and left a strong impression on the audience on parenting, different cultures and women empowerment.
Jawan: When the film hit theatres on September 7 last year, audiences were already excited to see their favourite Shah Rukh Khan in action once again. While the star power was the driving force behind its huge first weekend box office haul, from the second weekend onwards, it was the power of word of mouth and of course the widespread support and social media buzz around the film from celebrities that helped it thrive. The film was well-received by many including S.S. Rajamouli, Mahesh Babu, Ameesha Patel, Tiger Shroff, Akshay Kumar and industrialist Anand Mahindra. The buzz was so huge and the theatre attendance was so high that the film, which was made on a budget of Rs 370 crore, ended up grossing Rs 1,148.32 crore worldwide.
