Social media Promotion: New mantra for the box office success, says social media expert Subhin John


With time, social media has turned out to be the most powerful medium to propagate information and views. The latest example of it is the box office success of Judwaa 2, which is accredited to the mass promotion on social media.

Not leaving a single chance, the star cast was seen promoting the upcoming movie through some of the most popular online portals and Facebook pages. From marking their presence at Rajiv Masand’s YouTube channel to a live interaction with the audience through the Facebook page of RVCJ Media, it was a smart way to reach millions within a fraction of the time, while simultaneously promoting the targeted audience in a desired manner.

When asked about his take on using social media as a promotional platform for cinema, Subhin John, owner of says, “there is no second opinion about the fact that social media has turned the world so small. The rising count of the social media users and the increase in varying apps talks about the popularity and craze for social media at this point in time. Hence, if used in the right way with right intentions, you won’t find a better way to get the desired results.”

Speaking for the commoners, Nikita Sharma, one of the movie buffs says that she gets to know about most of the upcoming movies online. “From the newly released trailer, latest songs of the forthcoming movies to the promotional interviews of the star casts, YouTube and Facebook avail me with the first-hand information in the earliest hour. In fact, the promotion on social media is directly proportional to the craze that gets build up within the audience for the movie. We eagerly awaited Judwaa 2 as it was immensely hyped and talked on such social platforms.”

The box office collection’s analysis proves the hypothesis as Judwaa 2 broke all the records by crossing the 50-crores mark in the very first weekend.

Now, the question to ponder over is, was the failure of the big budget movies, which include Jab Harry Met Sejal and Tubelight, the result of keeping a lower hand at the social media?