Film producers often use various tactics to create hype before a movie release. Some of them, like Vishwaksen, use pretentious tactics, while others, like Ramgopal Varma, give interviews to multiple YouTube channels to increase views. Another common tactic is to show the movie to a select group of people before the release in the hopes of generating positive buzz.
However, such tactics don't always work. For example, the similar bhajana strategy used to promote Rangamarthanda failed despite generating hype on social media. Now, Dil Raju is using the same bhajan strategy to promote Shaakuntham, but negative talk about the movie is already spreading.
Actress Samantha is now using personal revelations and spicy things related to her personal life to promote the movie, but it remains to be seen if this will be effective. Ultimately, a good movie will become popular regardless of its promotion, while a bad movie will lose momentum after its initial hype dies down. It is surprising to see how Dil Raju is using a potentially ineffective promotion tactic, given the risk of negative publicity if the movie doesn't live up to the hype. Many feel that this strategy of revealing interesting personal life issues to bring attention to a film is definitely not a good tactic at least in Tollywood.
