Studios embrace cross-promotions to woo viewers, boost engagement

Film studios and web content creators are increasingly turning to cross-promotions as a cost-effective strategy to enhance audience engagement in a crowded content landscape.

- LataJha

For instance, Ayushmann Khurrana’s Dream Girl 2 collaborated with Netflix’s Fabulous Lives of Bollywood Wives, while lead actors from Disney+ Hotstar’s original productions like The Trial and The Night Manager engaged with each other to generate more buzz.

Brand experts said there are multiple benefits of such collaborations, including cost-sharing and enhancing brand image. “Bringing different fictional worlds together, like in crossovers, is a smart move. It helps the audience connect with content better. It attracts more viewers, creating excitement among the fans and help in promotion," Tanvi Bosmia, associate account director at SoCheers, a digital marketing agency, said.