Mahesh admits, "It was my idea. We need to reinvent not just the content for our films but also the marketing strategies. We are happy with the results." The inward-looking, change-averse film-maker has to reinvent himself, he adds.
Mahesh continues, "Each day, we go up by 10 to 20,000 fans. I call them the digital natives. Way back, when I said that cinema is like an ageing whore and that the new bitch was TV, it was considered blasphemy! At that time, I told people we have to reinvent ourselves through the audio-visual medium — television. Today, with home theatre, smartphones and satellite TV, things have changed drastically again. Marketing is a very important tool in the entertainment world today."
Mahesh says the number of fans on the FB page is the way to measure how hot the film has become. "Come dreaded Friday, it is certain that this is one film that will have a grand opening all over the country. Be it webchats, voice chats or even visiting small towns, we are leaving no stone unturned to push " Murder 2". We have tried all these things with "Murder 2" and if it pays off this time, we will continue the trend for all our future films."