How to promote Bhoomi?

Sanjay Dutt, who has been out of commission for long, is taking time to realise and
accept that Bollywood films are now promoted in a different manner than from his
Munnabhai days. The actor’s much-anticipated comeback film Bhoomi is knocking
on the box office’s doors. And while Sanju is exited at the prospects of being seen
on big screen for the first time since his long incarceration in jail, the actor is not
keen on going the whole nine yards to promote the film.

Buzz is that Bhoomi producer Sandeep Singh is going crazy trying to convince
Sanju that part of a film’s success is its aggressive promotions on TV reality
shows, multi-city visits to media offices, and meet-and- greet the fan events at
malls in satellite cities and small towns across the country. Sanju is not in favour of
this at all. Sandeep, and even director Omung Kumar who has an amicable relation
with Sanju, have been talking themselves hoarse at the actor’s residence.

The actor’s idea of promoting Bhoomi is to call the media over to his residence on
Pali Hill in Bandra and do one-on- one interviews with the editors. He cancelled a
visit to a big media house in Mumbai too at the last moment and then
apologetically invited its editor over for a chat over coffee. This strategy of the
actor’s has not gone down well with the production people.

Reportedly, after a lot of heated arguments and some cajoling, Sanju reluctantly
agreed to shoot for Drama Company and agreed to appear on Sa Re Ga Ma Pa Lil
Champs only because this is a children-based show and a favourite of his twins
Iqra and Shahraan. Once the actor went on stage at Drama Company with Aditi
Rao Hitkari, who plays his daughter in Bhoomi, he had a blast with host Krushna
Abhishek and even danced with the kids of Show Dancer and with comedian Ali
Asgar to his hit song Choli Ke Peeche.

When he was asked about not wanting to promote Bhoomi in accordance with
Sandeep’s plan, Sanju reportedly expressed surprise and replied, “I’m doing all the
promotions that Sandeep has asked me to be a part of.” But the actor knows, no
amount of hype will sell a film if its content has a weak and unconvincing plot.
Right, Imtiaz Ali?