Promote your films well
What worked well for Ae Dil Hai Mushkil is that it was promoted and marketed aggressively, and that gave the film a thunderous start. On the other hand, Shivaay’s promotions were rather low-key, and it capitalised more on the goodwill from the tremendous first trailer and the title track. So the makers of Kaabil and Raees, please promote your products as much as you can, but don’t go into an overdrive.
