The overwhelming Yennai Arindhaal storm

 

The timely and planned manner in which the team is going about the promotions has been very effective. Ajith is always known to command a very big fan following and one of the biggest in the online space as the youth form his major audience base. His unflinchingly loyal fan base take it upon themselves to trend each and every new update about his films, in Twitter and Facebook. The respect and goodwill for Ajith among the industry is also immense and even celebrities couldn't resist talking about the title and first look posters in their social media platforms. The Gautham Menon factor also played a sizable role in the excitement surrounding the title and first look.

 

The makers of Yennai Arindhaal have been very secretive from the start with just a few tweets and interviews from the crew giving the audience an idea of what was going on with the project. Now with just the title announcement, 3 posters and almost-zero expense, they have made the film a worldwide trending phenomenon in a very short span, thanks to the emergence of the social media and also due to Ajith's clout as mentioned above. Some facts state that there were well more than a lakh tweets about Yennai Arindhaal in just about a day after the title and first look poster were launched. With each new poster coming out, the buzz was strengthened.

 

Not just Yennai Arindhaal, the marketing and promotion of any big mass hero's film has now been made easier after the emergence of internet and social networks. Lingaa being the most recent example, after the teaser launch yesterday. Kaththi has also experienced a real blitz in the social media and we can expect all the big star films to rule the trends in the coming weeks and months. After all, it is the youth who frequent theaters nowadays and they are being directly catered to, by the social media and such online campaigns by films.

 

Kaushik.L.M