Hindi
Unique marketing strategy for YPD 2
MUMBAI: Everyone is aware that the promo of the Dharmendra, Sunny Deol and Bobby Deol-starrer Yamla Pagla Deewana 2 (YPD 2) is out.
The makers have now come out with an interesting promotional idea that the makers of the film have come up with. They got innovative with the film?s first look by offering the audiences the opportunity to view the trailer through the good, old and now-forgotten bioscope!
This YPD 2 bioscope is going to be placed at cinema halls around the country. Winners of the film-related contests will be able to get their pictures clicked while they are watching the trailer through the bioscope.
It is said that it was the veteran actor Dharmendra‘s idea of using the bioscope. Commented the Satyakam star, "It‘s great to see that this unique old-world instrument is being used for our film‘s promotions."
The film, directed by Sangeeth Sivan and also starring Neha Sharma, Kristina Akheeva, Anupam Kher, Johnny Lever, Annu Kapoor, Sucheta Khanna is set to release on 7 June.
Hindi
UFO Cine Media Network unveils ‘India’s biggest cinema moment ever’
Dhurandhar 2 and Toxic tipped to deliver rare pan-India scale for brands
MUMBAI: UFO Cine Media Network is pitching an upcoming dual-film release weekend as what it calls the largest advertising opportunity cinema has offered in India, banking on an estimated 100 million cumulative footfalls nationwide.
The initiative, branded “India’s Biggest Cinema Moment Ever”, is anchored around the simultaneous release of Dhurandhar 2 – The Revenge and Toxic, two high-profile action films expected to dominate screens across regions and languages. Trade projections, supported by cinema measurement tool Procat, suggest the combined lifetime theatrical run could deliver one of the widest audience concentrations seen in recent years.
Dhurandhar 2 – The Revenge, an India–Pakistan spy thriller, is set to release in five languages, broadening its appeal across northern and southern markets. The franchise has already built a sizable multilingual following through theatrical runs and streaming platforms. Toxic, fronted by pan-India star Yash, is expected to draw heavy footfalls across southern circuits and beyond, buoyed by the actor’s proven box-office pull.
UFO, which operates an in-cinema advertising network spanning more than 4,100 theatres, is positioning the release window as a rare moment of synchronised national attention. Its footprint covers multiplexes and single screens across over 1,500 towns and cities, allowing advertisers to deploy campaigns at scale during a single weekend.
Executives at the company argue that cinema’s value lies not just in reach but in attention. Unlike digital or television, audiences are captive, emotionally engaged and free from distraction, they say, translating into stronger recall and measurable returns for brands. With advertisers increasingly focused on performance-led media planning, UFO is framing the dual release as comparable in scale to India’s largest broadcast and sporting properties.
Industry observers note that as theatrical exhibition expands deeper into Tier 2 and Tier 3 markets, such tentpole weekends are becoming anchor moments for annual media strategies. If Dhurandhar 2 – The Revenge and Toxic deliver as expected, the weekend could set new benchmarks not only for box office numbers, but also for cinema’s evolving role as a high-attention advertising medium.
