International
Studios change strategy, cut marketing spends
MUMBAI: Seeing DreamWorks Animation SKG Inc‘s strategy for Dragon failing, it‘s come to light how Hollywood, that spends more than $4 billion a year promoting movies, is under pressure to cut costs and experiment.
From Time Warner Inc‘s Warner Bros to Walt Disney Co, Hollywood‘s stalwarts have been employing Youtube and Twitter, consolidating advertising staff and using fans to spread the message through viral marketing.
Hit by the downturn, Hollywood had cut its ad spending by 8 per cent to $4.39 billion in 2009 after cutting it short by 3 per cent in 2008. It is likely that more cuts would come about in the first half of this year.
Dreamworks spent $160 million to $175 million to market Dragon and then had to revamped its promotional materials and TV commercials right before the film released. However, its campaign fell flat with audiences.
The movie logged in $43.7 million in its domestic debut weekend compared to a projected $65 to $70 million.
In the wake of a revised campaign, Dragon has held up well and its critical praise and has earned $104.7 million in ticket sales so far.
Faced with weak DVD sales, studios like Disney and Viacom Inc‘s Paramount have cut costs by combining marketing for DVDs and theatrical releases, whereas earlier they used to have separate teams to do so.
International
Russia-India cinematic spectacle Persimmon of My Love set for grand Moscow debut
Hindi cinema style musical revives Indo-Soviet cinema ties for today
MUMBAI: A new chapter in cross-border storytelling is set to unfold as Persimmon of My Love gears up for its premiere in Moscow on 1 April 2026, marking the first large-scale cinematic collaboration between Russia and India in decades.
Positioned as a modern nod to the cultural exchange that once brought Indian classics to Soviet audiences, the film blends Hindi cinema flair with Russian storytelling, aiming to rekindle a long-standing cinematic friendship.
Directed by Marius Weisberg, the musical comedy follows two brothers navigating a lively world of music, family and romance. The lead roles are played by Demis Karibidis and Mikhail Galustyan, with Karibidis also contributing as a screenwriter.
Shot entirely in India, the production leans heavily into Hindi cinema style spectacle. Filming took place across Mumbai studios and the cities of Udaipur and Jodhpur, whose architecture was used to create the fictional setting of Khurmada. A crew of over 350 worked on the project, with large-scale sequences featuring up to 1,000 extras.
The film also brings Indian creative talent into the mix. Dance sequences are choreographed by Jay Kumar, while music by Zurab Matua features songs in both Hindi and Russian, adding to its cross-cultural appeal.
Backed by TNT channel, MyWayStudio and the Russian Cinema Fund, the project reflects a broader push to strengthen cultural ties between the two countries.
With its mix of colour, comedy and cross-border collaboration, Persimmon of My Love is not just a film release but a reminder that cinema, much like music, travels well across borders.
