National Awards were announced yesterday. Toolsidas Junior, a film starring Sanjay Dutt, Late Rajiv Kapoor, and Dalip Tahil was released on Netflix on May 23rd.
But suddenly, we discovered a completely new change in the way they accepted the film.
Earlier, Toolsidas Junior was set to premiere on Netflix on the 19th of April itself. But something mysterious happened and the streaming giant shooed it away. Finally, after absolutely zero promotion, Toolsidas Junior started streaming on 23rd May.
Even though, it made it to the top 10 global list of most watched non-English films. But as expected, no promotions or anything.
But surprise surprise, the film has won a national award and things suddenly changed.
But even this embracing is too formal. The film was produced by Ashutosh Gowariker too and quite obviously he promoted it on his social media handle.
So what did Netflix do?
They just retweeted it.
It shows a lot about Netflix India. They don’t leave any stone unturned for promoting big-budget foreign titles. They got Ilayaraja to compose the theme of Stranger Things. Also, Vicky Kaushal was one of the poster boys for The Gray Man. And let’s not talk about the parade of celebrities for Money Heist.
But we never saw this kind of energy in any Indian title except Minnal Murali.
Toolsidas Junior is a tight lesson for Netflix that they need to remember for a long.
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