Ekta Kapoor, Imtiaz Ali divide and rule

They say two heads are better than one, but two clashing points of view can also be a problem. As it is in the case of Imtiaz Ali and Ekta Kapoor – the presenter and the producer of the upcoming film Laila Majnu. We hear the two can’t seem to agree on how to promote the film.

Ekta, who’s considered the queen of marketing strategies, has her finger on the pulse of the box office. Meanwhile, Imitiaz prefers to keep promotions low-key and let his films do the talking. With an August release in mind, he wants to employ the same promotional strategies that were used for the Abhay Deol-Ayesha Takia film Socha Na Tha.

“But those days are gone. With the media’s presence growing, the audience has become a multi-headed monster that consumes a lot more data. People will watch small, content-driven films only if they have the knowledge and proof that it is good enough. If a movie gets a good initial push, it helps a lot, as it did with Raazi,” a trade source reveals.

In order to avoid making a mess of things, Imtiaz and Ekta have divided their responsibilities. “Imtiaz has decided to retain control of the creatives and let Ekta be the marketing guru. Imtiaz’s name will draw in his audiences, and Ekta’s plans will get her target group,” the source adds.

— Sanskriti Media