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Tuesday, July 17, 2018

Cutting it fine

From picking the right shots to telling a story in under a minute – making a promotional video for a film can be a tightrope walk.

Published: January 10, 2014 1:04:51 am
Kangana Ranaut in a still from Queen. Kangana Ranaut in a still from Queen.

If you have already watched the teaser of Kangana Ranaut’s upcoming film Queen, it is safe to assume that the film promises to be a fun ride. In the film’s teaser video, Ranaut’s

character, Rani is a coy 24-year-old bride-to-be who seeks “mazedaar tips” from the audience for her “pehla” honeymoon. “The idea was to establish who Rani was. Since the film is entirely about her journey, we wanted to show her nuances and mannerisms in the way she talks and acts,” says Ranjan Singh, the associate producer. Directed by Vikas Bahl, who had earlier produced Lootera and is now working on Anurag Kashyap’s Ugly, the film is slated to release
on February 28.
Ranaut plays a girl-next-door who has had a sheltered upbringing in Delhi’s Rajouri Garden. However, when her wedding to Vijay, played by Rajkumar Rao, is called off, she decides to go on her honeymoon to Amsterdam and Paris as a solo trip. “Though it is a coming-of-age film, we didn’t want to portray it that way,” recalls Singh, who has worked on films such as Lootera, B.A. Pass and Jaane Tu Ya Jaane Na.
Singh, who heads the marketing team at

which is co-producing Queen with Viacom 18, is responsible for putting together the publicity material for the film including teasers, posters and trailers. “We start working from the time a script is finalised. The film’s positioning, marketing pitch, treatment and emotion — everything has to flow from that point,” says Singh. Within few weeks of its release, both the teaser and the trailer managed to rake in good reviews.
“Once the filming is done, we wait for the material and for the director and his team to put together the material,” says Singh. However, Queen went through a “metamorphosis” during filming. “When my team read the script for the first time, none of us could guess that the film would translate into its current form. The film has turned out far more fun and much more entertaining now,” says Singh. A lot of this “metamorphosis” has been the result of Ranaut’s ability to bring in improvisations during the shoot. In fact, Ranaut has written dialogues for the film. “In the trailer, the scene where Kangana is sitting outside a bar was in fact an improvised scene,” says Chaitally Parmar, associate director, who also co-wrote the film with Bahl.
However, when there are so many such beautiful moments in the film, it is often tricky to pick the right ones for a trailer and teaser. “When Abhijit (editor) was first cutting the film for the trailer, he didn’t want to let go off anything,” says Parmar. “But the film had so many good moments that I didn’t want to skip any. At the end of the day, the idea is to not give out too much,” says Abhijit Kokate, who has worked on films such as Ab Tak Chappan 2 and Not a Love Story. Though, a trailer lasts a couple of minutes, it is often the first few rushes of the film that pull audiences to theatres. “These days campaigns run for at least 12 weeks before the release. It’s all a game of how much to reveal,” says Singh.

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