New production houses give more importance to hype and less importance to money. But, seasoned production houses are circumspect and react in a more measured manner. They do not even show the minimum excitement.
Take the case of a big director. He celebrated his birthday recently and there were reports that there would be a flurry of adversitements in the media. So, his buddies too flooded the media with advertisements. One production house, which is planning to make a film with this director, too wanted to give an ad. They thought they would achieve two objectives – to greet the director and announce their project. But, the ad never came.
The reason? The director first wanted to make a film with the production house that has always banked on him. So, the big banner production house thought why spend a lakh or two when their project is not being taken up immediately.