It seems it is an open season for giving gifts.

But if you are wondering that the festival season is usually in the second part of the year., well we are talking here about the popular gimmicks resorted to by Telugu film producers.

This summer it has been tough for filmmakers. So as an added incentive to the viewing public they have come up with some novel offerings. Of course, these are based a particular aspect of the film concerned.

The makers of producers of Evadi Gola Vadidi announced a trip to Bangkok for lucky-dip winners. Sankranti producers, keeping in mind the family sentiments in the film, offered silk saris. And there was Posani Krishna Murali giving away five kilogram for lucky winners who had seen his Sravanamasam.

Of course the question is do such schemes work? Many in Tollywood think yes, even though they concede that the film has to be intrinsically good for such schemes to take off.

"A good offer cannot save a sinking film. But it can buoy a good movie," says a leading producer.

He adds it is a gimmick. "Agreed. But what can we do? We have to give incentives to the paying public. The competition from the small screen where they give everything cheap is huge."

The audiences, at any rate, are not complaining.