In today's competitive film industry, creating a successful movie involves much more than just shooting and releasing it. A major factor in generating buzz and excitement among audiences is the strategic marketing, particularly the grand pre-release event. These events have evolved into mini-celebrations of the film itself, often becoming as talked-about as the final product.
The Grand Stage for SS Rajamouli's 'Varanasi'
SS Rajamouli's upcoming film 'Varanasi', starring Mahesh Babu, recently hosted one of the year's biggest promotional events. Held at Ramoji Film City, the spectacle was designed to match the director's reputation for grandeur. It featured a massive screen, high-quality visuals, glamour, and a live interpretation of the film's teaser.
Key cast members Mahesh Babu, Priyanka Chopra, and Prithviraj Sukumaran graced the event. The highlight was Mahesh Babu's dramatic entry, which mirrored his character from the teaser. He rode a massive mechanical bull, holding a trident and wearing a brown shirt with a Nandi pendant, as his first look was revealed on giant screens to a thunderous background score. The teaser itself was showcased on a colossal screen measuring 130 feet by 100 feet.
Rajamouli's meticulous attention to detail was evident. A behind-the-scenes video revealed he personally supervised the design, rigging, and test runs of the mechanical bull prop, ensuring it moved exactly as he envisioned for Mahesh Babu's character, Rudhra. The team built the prop from scratch on a soundstage, coordinating complex elements like speed rails and ramps.
Stars Transforming into Their Characters Live
This trend of stars embodying their roles at live events is growing. Earlier in September, Pawan Kalyan made a striking entry at the pre-release event for his film 'They Call Him OG' by wielding a Kantara sword. He credited director Sujeeth for the idea, which allowed him to appear in character as Ojas Gambheera, dressed in a black outfit.
Pawan Kalyan humorously remarked that he almost forgot his duties as the Deputy Chief Minister of Andhra Pradesh, embracing the cinematic moment fully. He noted the unique liberty of being able to walk around with a sword for a film promotion, something his official position would not ordinarily allow.
A Global Phenomenon for Fan Celebrations
The scale of these events is now reaching international audiences. Recently, the audio launch for Thalapathy Vijay's film 'Jana Nayagan' was held in Malaysia and set a record. The event entered the Malaysia Book of Records for the largest attendance at a Tamil film audio launch outside India, with a staggering turnout of over 75,000 fans. This was especially significant as the film marks Vijay's final lead role in cinema.
The makers stated that the event highlighted Vijay's iconic bond with his fans and that the record honor has elevated the film's journey into history. The global countdown for the January 9, 2026 release is now fueled with greater excitement.
Earlier in 2024, the makers of the mythological sci-fi film 'Kalki 2898 AD' unveiled the futuristic AI-powered race car 'Bujji' from the movie at a promotional event. Star Prabhas drove the car in front of fans and even performed a stunt lap around the venue, creating a real-world connection to the film's universe.
It is clear that grand pre-release events have become an integral part of the cinematic experience. They show how cinema has transcended the theatre, becoming a festival celebrated with fans even before the movie officially hits the big screens.
