New strategies always excite me – Akshay Kumar on Boss

It is going to a fortnight long build up ahead for Boss. As Akshay Kumar brings his Once Upon Ay Time In Mumbaai Dobaara on Independence Day, he has a double whammy reserved for his fans. On this day he has decided to release the teaser of Boss. What makes it all the more special is the fact that unlike a regular teaser where the job is to, well, tease, this one has another job in hand.

In what has been designed as an innovative promotional strategy, the teaser will act as a vehicle for 'announcing' the theatrical promo. While one still waits to see how exactly is that message conveyed, the fact remains that the journey from August 15 to August 27 (when the theatrical promo is finally unveiled) would be filled with surprise for the audience and (well placed) anxiety for its makers.

Confirms Anthony D'Souza, the film's director, "We are pitching Boss in a very different zone. The teaser will just give you a glimpse of what's in store. The trailer will open up the film in a big way. Both forms of communication will arouse curiosity. That is the objective."

This objective is pretty much supported by producer Ashwin Varde who was designing a strategy for the correct placement of the film at just the right time. With OUATIMD carrying very good vibes, it became all the more obvious for Boss to come along with it. However the eventual release of the full fledged theatrical promo a few days down the line would be much awaited. Reason being that while it would be all over the town on satellite and online medium on 27th, arrival of Boss promo in theatres would take place with Ajay Devgn's Satyagraha on August 30. This would ensure a good fortnight long build up for the film.

Says Ashwin Varde, "Boss is more than just a film – it's an experience. The character of Boss (played by Akshay Kumar) is easily one of the most colourful characters ever seen on Hindi screen. That's why all the activities related to the film will be aligned accordingly. Doing a teaser to announce the theatrical trailer is an exercise to build up the momentum and the anticipation. Boss is coming soon – stay excited!"

No wonder, Akshay Kumar – who is in the middle of multi-city promotional tour of OUATIMD – is quite charged up too since immediately after the film's arrival, he jumps into the promotional rigmarole of his next.

"It's exciting for a teaser to be launched to announce the arrival of the theatrical trailer. Nobody has done anything like this before. It goes perfectly with a film like Boss. New strategies always interest me and this is the first of its kind. The countdown has begun – 'Boss' is on the way," promises Akshay Kumar.

We are waiting for sure!

Article written by staff at Bollywood Hungama. Read more

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