Kolaveri di set a new trend for promoting and creating hype about movie songs online. Taking a cue from Kolaveri di’s huge success, the forthcoming Telugu movie Love Failure has also created a buzz online. The movie, starring Siddharth and Amala Paul, received 10,000 hits in the first 24 hours of being on YouTube. The movie’s trailer has 2 lakh hits and counting.

Executive producer of the movie Chakravarthy Ramachandra says, “The response was surprising. I guess Dhanush has set the trend of online promotions. The sub-titles played along with trailer also increased the mass appeal.”

Internet has now become crucial for movie publicity. Wykrhm Reddy, creative head of AE Corp says, “Twitter, Facebook, etc., have become the new platforms to promote movies. If someone likes the trailer, they share it and further publicise,” he adds.

Movies such as Moon Point and Love You to Death have also caught the attention of the youth because of their crisp and interesting trailers. Ishaan Arya, online gaming expert, says, “They help reach out to many people within a short time.” The more ‘likes’ a movie gets, the more the expectations increase. Wykrhm says, “If a movie is able to create maximum hype before its release, then the cost of making it is covered on the first day itself.”

But the hype doesn’t always live up to expectations though, as Ishaan says, “These days, the movies are not so good, but they are promoted heavily. The sneak peeks that the online videos offer generates curiosity about the movie and people throng to theatres.”