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This has been a slow process which has taken off only recently.
For a long time, producers had been inconsequential in the marketing of films to consumers, which often resulted in many good films failing to do well. But with the entry of satellite TV and foreign films into the domestic Indian entertainment market, it is becoming increasingly difficult for the Bollywood films to earn the numbers it used to.
Also, with the industry's international profile getting a boost, a number of Bollywood production companies have started taking marketing of their films seriously.
At its core, a movie is just a concept and its marketing is akin to being a prototype of the concept...
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