Affiliation:
1. Khallikote University, Berhampur, India
Abstract
Public relations (PR) always play an essential role in promoting the movie and reaching out to the massive scale of audiences. Especially in the current situation, the role of PR is more vital because of the fragmented space created to release of movies by the digital revolution. The Indian cinema industry may not have considered the PR seriously earlier, but in the last few years, the game of film promotion has changed. Therefore, the chapter focuses on the dynamics of PR practices prevalent in contemporary film promotional activities. The study also aims to deliberate on the changing trends in creating buzz around the films and maintaining the euphoria through various PR activities or campaigns.
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