Rajamouli and Mahesh Babu are teaming up for Varanasi, slated for release in April next year. However, the buzz isn’t just about the film—it’s about the Hollywood-style marketing strategy that Rajamouli is reportedly considering, which could be a significant risk.
In Hollywood, marketing has evolved into a massive engine that sometimes matches—or even exceeds—the cost of producing a film. For big-budget projects, studios routinely spend 50% to 100% of the production budget solely on promotions. This investment goes into global advertising campaigns, TV spots, digital marketing, social media trends, influencer tie-ups, outdoor publicity, and star-driven media tours across continents. The principle is simple: in a crowded entertainment space, visibility drives opening weekend numbers. Recent examples include Oppenheimer and Barbie, which dominated global pop culture conversations for weeks thanks to aggressive, innovative marketing.
This trend is now slowly influencing Indian cinema. Big-scale projects are realizing that content alone isn’t enough without strong promotion. Rumors suggest that Varanasi could be spending over ₹75 crore on worldwide promotions. If true, it signals a major shift in mindset—producers are willing to invest heavily to ensure strong reach, hype, and recall even before the film hits theaters.
However, with ₹75 crore being enough to produce multiple films, this represents a huge financial gamble. Still, Rajamouli appears committed to taking this risk, aiming to market Varanasi at a Hollywood-level scale.
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