PUBLICITY IN THE ERA OF GLOBALIZATION is determined by an understanding of the importance of the visual in a world where images saturate our everyday lives. The decade of the 1990s has been an important one for the Indian film industry following globalization. The entry of television, the transformation of urban space, the expansion of the Internet and the arrival of new technology has made its mark on the film industry, shaping both its aesthetic impulse as well as its marketing strategy. While the 1990s may have been a decade of major transformations, the industry today is suffering its worst ever economic crisis with almost every film doing badly at the box office. The role of film publicity which was always important even in the past, has today reached an entirely different level. Rajesh Grover, the head of Endeavor, a marketing company set up in 1998, suggests that publicity and marketing have traditionally represented only five to ten percent of a film's success or failure at the box office. But today it determines 40 to 50 percent of a film's success.

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