Baar Baar Dekho tried to set new rules in the game of movie marketing by releasing it’s song Kala Chashma shot with the uber sexy Katrina and the other cast of the movie before the trailer release of the movie.

Result was that the song broke the internet in less than 24 hours and made everyone take notice of the movie. But the fact of the matter is that the content failed miserably and the audience has understood that the song was nothing but a gimmick to get them to the theaters. Would the song have worked as much if it were released after the trailer? Would the movie’s opening weekend collection be impacted too due to this? May be the answer is yes, which is what compelled it’s producers Excel Entertainment and Dharma Production to break the rules (read, fool the audience).

Cut to the uncanny resemblance that Baar Baar Dekho’s campaign has with Dharma’s next – Karan Johar’s Ae Dil Hai Mushkil which too has tried to follow the same route of releasing it’s song first and getting the audience hooked to it before the trailer is unveiled. Will this also be a case of weak content? Is this the route that producers will take now in movie marketing to cover up for flawed content?