With four 100 crore hits in a row, “Abdul Rashid Salim Salman Khan” or Salman Khan is the most bankable star of Bollywood today. His last movie “Ek Tha Tiger” went on to become the second Bollywood film to gross over 300 crore (US$56.7 million) worldwide ((Article Source)). Well that is an old news for the fans of Salman but the big news is that 2010’s blockbuster movie Dabangg’s sequel is going to be released this year. The movie is planned to be released on December 21st, 2012 and has revealed it’s first look and the trailer too. No goodies to guess that the pre launch buzz has started to shape up on social media.
Lets roll back a few months to when Salman made news that after Twitter he is going to be on Facebook. The move now seems to be a planned one (My guess, apart from that every celebrity is joining Facebook). The Twitter account which had more than 2m followers, has more than 6.9m fans already on Facebook. Banking on his social media popularity Dabangg2 has been revealed exclusively on social media. On Facebook, the page has built a dedicated app where you can access the complete posters, the trailer and the latest song of the movie.
On Twitter the buzz and the response has not been any less and the actor is using this network to the maximum too.
Social Media mainstream for Bollywood?
Too early to debate but then it is not the first movie that is engaging via social media. Earlier we have seen both vanilla and innovative campaigns from Bollywood engaging with fans on social media. However, two things are noteworthy here in the way Dabangg2 is being promoted for now on social media - 1) Salman Khan’s personal presence is being used for the movie promotion and 2) All the content the trailer, the first song, etc. have been launched initially on social media channels and then followed on to other mediums.
Using the personal account to promote movies is good for a long term strategy since individual movies have short promotion life or else production houses should come upfront in doing so. Like the videos of the movie are being showcased on T-Series YouTube channel. Additionally, releasing content exclusively for social media initially and then other channels being followed is a clear indication that Bollywood has started realising the potential of the medium which is a good sign. I am sure in the coming days we would see some more action in terms of activities and engagement on the page. We would definitely keep an eye on Dabangg2’s social media build up.
I suppose 2012 is going to be a gala year for the fans of Salman since they would see him again before the year ends and social media would definitely play a big role.