These days it's all about innovative publicity strategies. It's all about getting the eyeballs. If it's a small film that's up for release, then the publicity drive gets even more 'out of the box'. The makers of this Friday's release, Sikandar, are doing all that they can to get the audience in the theatre. Sample the e-mailer that they are circulating as part of their film publicity. It's hatke if nothing else.

Enjoy and give your reaction to the contents:

Dear(!?) Cinema-goers. So what are you scared of?

Feeling? Caring? Hurting? Thinking, for a change?

I think you are. The numbers prove it. The ticket sales numbers, of course. Isn't that what cinema is about now? Sales. Who cares about movies that would make one think, provoke one to feel. What sells is the cinema that precisely doesn't provoke you, the movies that proudly provide, "mindless entertainment". It's a "market" now, not an art. The product is what? A dose of inanity to shield you from reality. Isn't that your weekend movie-viewing experience? A cosy blanket of feel-good-ness to numb your senses so you can forget about your sucky week.

Sure, there's lots that you want to forget about. Your boss hates you, your parents want you married, your boyfriend doesn't. Your girlfriend hates cricket. She hates you (you never get what 'mauve' is). You hate her (she actually said, "Who's Don Bradman?"). Damn it, this angst! It seems to be "Battle of the Sexes" time. Hmm, this four-stars review says ‘Kambakht Ishq’ - A Movie about the Battle of the Sexes. The trailers prove it. Kareena is being chased by Akshay viciously in Venice. She's hating it. Her face is visibly the most unhappy and uncomfortable that is possible.

... contd.