This is how it works: prior to the film's release, a music video hits the screens and drums up enthusiasm. How is this different from an ordinary film song, you ask? Well, the filmmakers claim this video has been made as a promo and won't feature in the film.

Ah, but doesn't the song play when the end credits roll? Yes, but that's because the director feels the audience may feel cheated if they don't get to see the hit song. So, how does that make it different from a standard song? Umm.. Er.. It's purely a virtual gimmick. And here are the films falling for it:

36 China Town

This stars Shahid and Kareena Kapoor (spot the disinterested couple in the background?). Obviously, it needs every bit of publicity it can get.

Text: Raja Sen | Design: Reuben NV