It is not an exaggeration to say that more than the content of a film, the most important thing is how it is promoted and carried to the audiences.  In other words a movie may have a very important and relevant message to the audiences, but if it is not properly promoted it is sure to end up as a loss at the box office.Innovative movie promos does not belong to the millennium as yesteryear films lured the audiences with silk sarees or gold coins for a lucky winner.  Way back in 1988, AVM Productions paraded their Volks Wagon car better known as the Love Bug car all through the state to promote 'Paati sollai thataathe' to great effect.  Kalaipuli S Thanu known for his pioneering efforts in the field of advertising for films, put up a huge banner in Mount Road for Vijayakanth’s ‘Coolikaaran’ that had the hero pulling a bullock cart which covered almost half a kilometer. 

In more recent times 24AM Studios for their Sivakarthikeyan vehicle 'Remo' formulated an interesting strategy of placing a statue of Cupid in front of the cinema halls which attracted the youth in large numbers.  Thanu once again set a benchmark for the Superstar Rajinikanth starrer 'Kabali' when he painted a Boeings with Thalaivar image and also flying a huge air a balloon across the globe.

Lyca Productions by conducting Rajini-Shankar-A.R.Rahman's '2.0' audio launch on the tallest building in Dubai atop a 7 Star hotel has well and truly taken Tamil cinema promotions within striking distance of the sky itself.  The market for Tamil films has widened around the globe and it is necessary to embed the product in the minds of the largest number of people and getting social media abuzz which is the mantra for success in the future.