Anant Mathur Presents...

Leaked! Are You Kidding Me?
-ANANT MATHUR (January 20, 2010)

Yesterday (January 19, 2010) I came across an article about the upcoming film Tera Kya Hoga Johnny and how it was leaked on the internet. This article really bothered me about the irresponsible media and film producers trying to fool it's audience. I recommend that you read the article before continuing, it can be found at the following link:

Tera Kya Hoga Johnny leaked on internet 

Now that you've read the article, let's continue.

This article really irritated me, so much so that I decided to write about it. I mean, is the Indian Media really so stupid that they don't understand viral marketing. I don't think so... In fact, I know they're a part of it. Perhaps the Indian audience isn't aware of what Viral Marekting is and these fools are taking advantage of it.

If you're unaware of it, Viral Marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness through self-replicating viral processes, analogous to the spread of pathological and computer viruses. Viral promotions can take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. Launched in 2002, BMW Films was among the earliest viral marketing campaigns. It attracted nearly 55 million viewers and helped to elevate the career of Clive Owen.

In our example, nobody knew that the film Tera Kya Hoga Johnny was on YouTube until the Media announced it. After reading the article I went to YouTube, but TKHJ had been removed, interestingly though, it only had 2141 views, which is quite low by YouTube standards, so why the panic? I mean, two thousand people watching a film on YouTube aren't really going to effect the out come of the film's release, these same people would probably watch pirated DVDs of the film anyways. People who want to watch the movie in the theatres don't care if it's on YouTube and don't believe for a second that the producers don't know that!

The part I found extemely interesting was that the YouTube user who uploaded the file, TKHGatSominal14, joined YouTube on January 18, 2010 and the leak was already in the news on January 19th - So, how many people could've known by the time media found out, Zero would be my guess.

The truth is, it was uploaded by producers for free publicity (YouTube pirates don't just upload just one movie) and the Media was part of a press release to advertise it. The fact is people read the article and went to YouTube just as I did. When the number of views hit 2000 people, the producers decided to remove it. I mean, don't tell me people go to YouTube looking for upcoming Hindi films that are leaked? What a bunch of bull crap!

This is just a publicity stunt which the producers believe the dumb Indian public will fall for! They're probably right, but it still doesn't justify doing it.

Leaked? Are u kidding me!!!

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