Despite major advancements that the LGBTQIA+ community has managed to achieve in the current times, there is undoubtedly still a long way to go ahead. One thing that helps influence the notions of the masses is films and TV shows.
Which is to say, that films like ‘The Normal Heart’, ‘Call Me By Your Name’, ‘Love, Simon’, and more have paved the way for good representation of the community in the cinematic landscape. However, this has not quite been met by their Indian counterpart. While some radical titles like ‘Aligarh’ have been helmed, the community still lacks good and equal representation.
Which is why, one would hope that when a title like ‘Amar Prem Ki Prem Kahani’ is upcoming on OTT, the streaming platform would advertise and market it to great lengths. Especially considering that the film seems to be bold, liberal, and a much needed romantic-comedy in the genre, JioCinema is clearly missing out on a large group of untapped audiences with their lackluster attempts to promote the film.
Take Netflix’s ‘Heartstopper’ and Prime Video’s ‘Red, White, and Royal Blue’, for example. Not only were these titles promoted for months, they even went on to have sequels made! This just goes to prove that with the correct amount of marketing, JioCinema can not only increase their traffic, but also promote social equality!
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