New Delhi, Jan. 12 -- Marketing films today is no longer limited to their storylines or lead actors, with dialogues, songs, and dance hook steps often released well ahead of a movie's theatrical debut to build a brand and generate buzz.
These shifts in film promotion form the focus of 'When Branding Met the Movies', a new book published by the National Book Trust (NBT) and released on Monday at the New Delhi World Book Fair 2026.
Chaitanya K Prasad authored the book along with Vaishnavie Shrinivasan and Zoya Ahmad.
According to the authors, the book goes beyond the movies, exploring the aspects that happen around them, including marketing strategies, star personas, production houses and social media ecosystems, that often shape a film's ...