In our film industry, we have a relatively new monster to deal with; it's called P&A. In industry parlance, it refers to the 'Print and Advertising' costs incurred to release a film. This monster came in to being in the last ten years; not that such investment did not exist earlier, but never did it assume a Jurassic size.

So once you have finished making a film comes the part where you have to take it to the consumer, the audience. You have to grab their attention; you have to get them out of their homes and make them flock the theatres. And how do you do that?

There are 300 TV channels, almost as many radio stations, may be more publications, fancy billboards and such other mediums. The producer and the distributor write the cheques and buy as much as their budget allows. Sometimes, they even overshoot it. All good and fair so far? No.