Agent Vinod my most demanding role: Saif

NEW DELHI:

From a game to a graphic book to a 12-city tour, Saif Ali Khan is using every possible marketing tool to promote his newest production Agent Vinod. The actor-producer says marketing is expensive but vital to a film’s success.

“We are marketing the film in various ways. It is expensive and a completely different area of production. It is something you have to take very seriously nowadays,” Khan, who has been in the show business for about two decades, told IANS.

“If we look at the US, it’s amazing to see how they market their movies through merchandise and all kinds of other things. The Indian marketing business is growing tremendously with each film and the more you spend on marketing, the better it is. It has become a very important part of film-making,” he added.

Saif is not only producing Agent Vinod, but has also taken on the lead role in the thriller directed by Sriram Raghavan. Releasing March 23, the film will also feature Kareena Kapoor and yesteryear villain Prem Chopra.

In the last few years, the economics of film-making have undergone a tremendous change. As a result, the box-office business has virtually become a matter of the first three days of collection. “The numbers are so big and people are busy today. A few years ago, there was not much for entertainment apart from just watching films. Today, there are so many other things to do, so it is a big thing when the first weekend shows have a full house.”

Summarising the current business strategy, the 41-year-old said: “The first three days are big because of the hype around the film. Then Monday is the test day of a film to find out what kind of film it is and whether it will succeed? If the next weekend is also strong, then it’s a super hit.”

Khan, however, is confident about his product’s long-term run and said: “We are looking at two weeks already.” The 41-year-old also feels “it is first film to have the potential of running into single screens as well as multiplexes”.

The 1992 movie Parampara marked Saif Ali Khan’s entry into filmdom and he gave powerful performances in Omkara, Being Cyrus and Ek Hasina Thi. But the actor says his role in Agent Vinod has been most demanding so far.  “Agent Vinod has been the most demanding role so far, but it was fun. I think if you want good result, you have to work hard. There has to be either physical bumps and bruises or mental bumps and bruises.”

The actor also hasn’t ruled out the possibility of an Agent Vinod franchise. “Let us take one step at a time. If the audience likes the film, then maybe we could then think of making a sequel. I feel the film is perfect for a franchise. If it works and becomes a franchise, then it will be a dream come true.”

Published in The Express Tribune, March 18^th, 2012.