Hype – Kills more than it Sells ?

We live in a world where tickets are sold for weeks before movies are released. We live in a world where hype perturbs the relation between Demand and Supply. Royally. As a part of work routine – Monday evenings are compulsorily followed by a movie show irrespective of the movie being showcased. We even watched – Its a wonderful afterlife. You can well imagine, how strictly we follow our routines.  On one such fine Monday we went down to see Kites – Apparently the most expected movie of the year.  The reviews I must say were disappointing but as I mentioned this was more of a routine work rather than an interest being pursued.  From the moment the movie started, we had no hopes, no expectations.  End result- we actually like the movie.

Next on our to watch list was Rajneeti – obviously because of the hype attached with itself.  Friends decided to watch the first day – last show. End result – The movie was tagged as a waste of time.  A friend had once shared a   great thought – “Leave expectations home, Carry curiosity”.  Up next is Raavan.  What do you think – Will the hype around Raavan kill it ?

Be it Google Wave or  the Indian Film Industry –  in most of the cases hype generated has the opposite effect. It generates an “Over Demanding” Demand which is unmanageable.  For marketeers around – is it really worth to take this route ?