When you plan the budget for a film, more than the making cost, a large share of your investment is now being catered towards publicity and promotion. The business of cinema has become such that without proper publicity there is no way the film can get the audience to the theatres.
So, it takes a smart filmmaker to get maximum mileage with less investment. This is something the eccentric genius Ram Gopal Varma is a master at. All it took for him were three tweets that made him grab headlines in Andhra Pradesh, Telangana, Tamil Nadu and most importantly Kerala.
We are talking about the tweets from RGV on megastar Mammootty and the entire media fraternity was busy exploding it on their TV channels and newspapers. If this kind of publicity was to be done conventionally, it would have cost a whopping 30 lakhs as per market analysts. Maybe that is the main target behind RGV rubbing Mammootty and he achieved it.