Publicity budgets have soared as the Hindu festival of lights draws near, with film producers hoping to tap the increased spending power of Indian audiences.
When it is a festive release, you will go that extra mile, you will increase your budgets and you will tie up with a lot more brands," said filmmaker Vipul Shah, whose film "Action Replayy" is set for a Diwali release.
"Especially since there is another film that is nipping at your ankles, trying to woo the same audience," he said.
The romantic comedy, starring Akshay Kumar and Aishwarya Rai Bachchan, takes on Rohit Shetty's comedy "Golmaal 3", promising to set the screens on fire with the Diwali season collections at stake.
Shetty's film is the third in the "Golmaal" series, and is expected to be a money-spinner like the others.
But its makers are not leaving anything to chance, promoting tie-ups and organising events.
"While people do know the 'Golmaal' brand, we are doing a lot of on-ground promotion because otherwise it is difficult to get the audience's attention during a busy time like this," said Parag Desai, the film's marketing and publicity manager.
Industry sources said publicity budgets usually form 10-12 percent of the film's total budget but the figure could go up to 20 percent for movie releases in the Oct-Dec quarter.
Bollywood has had a lukewarm year so far, with only handful of films tasting success. Big-ticket films like "Kites" and "Raavan" could not weave magic at the box-office.
The industry is pinning its hopes on the two films opening on Diwali.
"Although this year's releases are not as big as, say OSO (Om Shanti Om) and a 'Saawariya' pairing, they are huge in their own right," said trade analyst Vajir Singh.
"'Golmaal' is getting good reports in the trade and Akshay Kumar is a box-office draw, so obviously both producers will look to get the first impression advantage in their favour."
Several big-ticket films including Sanjay Leela Bhansali's "Guzaarish", Ashutosh Gowariker's "Khelein Hum Jee Jaan Sey" and Farah Khan's "Tees Maar Khan" are releasing in the weeks after Diwali -- and are also likely to have high advertising spends.
Bollywood Diwali scenes
In celebration of Diwali, we here at BollySpice.com decided to see how many films we could think of that have Diwali scenes. We thought it would be fun to see how many we could brainstorm and so, with some help from our tweeple, forum members, our illustrious staff and, okay, a little YouTube sleuthing, we now present Diwali on screen!
Chori Chori: The scene in the beginning with Rani celebrating on the roof with Jonathan (her stuffed monkey), and then later with Ajay's family at the house lighting the diyas.
Barsaat: Priyanka comes back to husband Bobby Deol's family to bring the Diwali light back to their house and lives.
Mohabbatein: The song 'Pairon Mein Bandhan' and the diyas floating in the water... gorgeous, all of it.
Guide: In the 1965 movie starring Dev Anand and Waheenda, the song 'Piya Tose Naina Laage Re' celebrates not only Diwali, but also Holi in a outstanding musical and dance celebration.
Nazrana: The 1961 film starring Raj Kapoor and Vyjayantimal includes a song sung to a child called 'Ek Woh Bhi Diwali'.
Kismat: Another film from the 60's (1968 in fact), has the song 'Ghar Ghar Main Diwali Hai Mere Ghar Main Andheras'.
Haqeeqat: Sung by the nightingale herself, Lata Mangeshkar, 'Ayi Ab Saal Diwali' appears in the 1964 film.
Paigham: Another song on our list, this time from 1959: 'Kaise Diwali Manayen Hum Lala'
RGV's Aag: Diwali mayhem in the Sholay remake starring Amitabh Bachchan.
Shirdi Ke Sai Baba: A wonderful scene in the 1977 movie with the song 'Deepavali Manaai Suhani'.
Jo Jeeta Wohi Sikandher: A happy Diwali is celebrated by Aamir Khan and Ayesha Jhulka with the song 'Shehar Ki Paariyon'.
Zanjeer: The birth of Amitabh's Angry Young Man character and the resounding scene of the Diwali firecrackers and the murder of his parents.
Taare Zameen Par: Right before Ishaan goes to school they are celebrating Diwali, and the sad young boy just watches.
Aamdani Atthanni Karcha Rupaiyathe: Ishaa Koppikar, Johnny Lever, Tabu, Govinda and Juhi Chawla dance and sing for Diwali with the song 'Aayee Hai Diwali'.
Kabhi Khushi Kabhi Gham: The one that most people named, and (probably) most of you thought of first. Shah Rukh Khan arriving at the perfect time...as always
Home Delivery: Not only Ayesha lighting the diyas and leaving one for Vivek outside the door, but the children singing the song 'Happy Diwali' at their concert ... which I know is now going through your head; it is mine!
We are sure that you can help us add to our list, so add your comment of the films you can remember that have Diwali scenes and we will add them in for next year! We hope that if you celebrate Diwali, it is filled with the light of happiness and lots of mithai!
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