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Studios push release dates of ‘Daawat e Ishq’ and ‘Happy New Year’

MUMBAI: Aiming to hit high on box-office figures, most movie studios are adopting innovative marketing methods to ensure maximum buzz around their films.

In a recent move, the release dates of two films, YRF’s ‘Daawat-e-Ishq’ and Red Chillies’ ‘Happy New Year’, have been pushed further to accommodate their new marketing techniques.

Initially slated to release on 5 September, the Yash Raj Films rom-com ‘Daawat-e-Ishq’ will now be released on 19 September worldwide, given a ‘unique marketing idea being adopted by YRF for the film’s promotion which needs more time to implement’.

5 September would have seen Parineeti Chopra’s film go head-to-head with cousin Priyanka Chopra’s ‘Mary Kom’. Now the new date of 19 September will see it clash with Sonam Kapoor’s ‘Khoobsurat’ and Anurag Kashyap’s ‘Ugly’, both slated for release that same day.

‘Daawat-e-Ishq’ will see the romantic coming together of Gulrez Qadir (Parineeti Chopra) a Hyderabadi shoe-sales girl disillusioned with love because of her encounters with dowry-seeking men, and Tariq Haidar (Aditya Roy Kapur), a Lucknawi cook who can charm anybody with the aroma and flavours of his biryani and kebabs. Produced by Aditya Chopra, the film is written and directed by Habib Faisal with music is by Sajid-Wajid.

Meanwhile, Farah Khan and Red Chillies Entertainment’s upcoming entertainer ‘Happy New Year’, which was slated for a Diwali release, has now been shifted to a post Diwali date of 24 October. As per reports, the shift was done based on the assumption that audiences do not flock to see films during the pre-Diwali and Diwali days.

Known for its digital and marketing innovations, Red Chillies has this time come up with a unique concept for the mobile phone and tablet users this time.

For the first time an Indian film will send its trailer through WhatsApp to the users of the application. Users can give a missed call or a WhatsApp message at +91 9819020202 to get the film trailer on their mobile. Moreover, the restriction by WhatsApp on broadcast message has specially been removed for this campaign.

The trailer of the film starring Deepika Padukone, Shah Rukh Khan, Abhishek Bachchan, Sonu Sood, Boman Irani and Vivaan Shah will be launched on 14 August.

In a statement, Red Chillies Entertainment CEO Venky Mysore said, “As a company there is a special focus on constantly improving fan experience through innovation. With over 50 million active users on WhatsApp in India, who every day share millions of videos and images with individual friends and groups, it was an obvious choice to use WhatsApp as a platform. The only challenge was the restriction by WhatsApp where a broadcast message cannot be sent to more than 250 friends/WhatsApp users, but WhatsApp has specially removed this restriction for this campaign.”

The studio had earlier unveiled the first look of the movie at the beginning of the year through a Twitter innovation, with fans receiving customised posters from their favourite artists.

‘Happy New Year’ is an action-packed film produced by Red Chillies Entertainment Pvt Ltd and distributed by Yash Raj Films worldwide. The film will release in Hindi, Tamil and Telugu.