Alia Bhatt and Sidharth Malhotra to promote Kapoor And Sons post March 3rd

Mumbai: Looks like director Karan Johar not only speaks but also is committed to what he says. Karan Johar believes that current film promotions seem like begging rather than marketing a movie.

At the trailer launch of his upcoming film ‘Kapoor And Sons’, he said, “We are not supposed to promote the film for two months as I feel it is not required. Today we are trying to reach everywhere. It feels as if we are begging more and marketing less. I feel in five weeks also we will get support from media. At a time when filmmakers are seen promoting their films on various platform from daily soaps to reality shows on television to visiting malls and colleges and getting associated with brands, the 43-year-old helmer feels it is not the right way to promote a movie. There is a five-six week window that is where you (filmmakers) can maximise your expense and create maximum impact.”

Karan thinks the lesser the time one takes between releasing a film and promoting it, the better. "It's new way forward. I think, to listen to only one film for a long time leads to exhaustion. When there is five-six weeks window it keeps the film alive and fresh," he added.

Meanwhile, Alia Bhatt is currently shooting in Goa for Gauri Shinde’s next and Siddharth Malhotra is shooting ‘Baar Baar Dekho’ currently. The two will begin the movie promotions only after March 3rd, 2016, which is merely 15 days before the release date.